Why tech-first ABM often fails

Buying technology first to inform marketing strategy is a common mistake. This approach burns through the typical three-to-six-month grace period executives give for new initiatives. By the time the tech is implemented, there is no revenue to show, and the program gets cut.

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Mason Cosby joins Andrea Coloma, Product Marketer at Dreamdata, for a live session on the Attributed podcast to discuss building repeatable account-based marketing plays. Mason explains why companies should prove ABM works using their current tooling before investing in expensive software. They discuss how to navigate the shift from lead generation to ABM over a 12-to-24-month timeframe without starting over completely. The discussion outlines specific frameworks for tracking account progression and activating playbooks that move best-fit customers through the pipeline.

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What We Cover

1. Why buying technology first creates a false sense of progress and wastes the initial grace window given by leadership.
2. The five common problems that stall ABM programs: targeting issues, lack of leadership buy-in, sales and marketing misalignment, poor resourcing, and unclear measurement.
3. Moving from the overwhelming idea of "I don't have an ABM program" to identifying specific problems to solve.
4. The Account Progression Model: A framework for moving accounts from awareness to opportunity using intentional programming at every stage.
5. The 4D Framework for activation playbooks: Data, Distribution, Destination, and Direction.
6. A practical event playbook: Using data to target attendees and local accounts before, during, and after an event.
7. Using a referral program as an ABM tactic: Offering a 2% discount in exchange for introductions to specific prospects on a target list.
8. How to start sales and marketing alignment with just one to three sellers: specifically those who are engaged, on a PIP, or top performers.

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Resources

1. Scrappy ABM: Visit for more ABM tips and strategies. ScrappyABM.com
2. Connect with Mason: Mason Cosby on LinkedIn
3. Dreamdata: Dreamdata.io
4. Attributed Podcast: Attributed - A podcast by Dreamdata
5. Connect with Andrea: Andrea Coloma on LinkedIn

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If you enjoyed today's episode and found valuable insights for your business, be sure to subscribe to the Scrappy ABM podcast for more expert discussions. Don't forget to leave a review and share this episode with your team or fellow marketers!