Define Each Program's Purpose

Struggling to get buy-in for your ABM program budget? Securing hundreds of thousands of dollars for marketing initiatives requires a specific, structured process. In this episode of Scrappy ABM, host Mason Cosby walks through the exact four steps for building ABM programs and getting leaders on board quickly.

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Instead of asking for a budget right away, marketers must first audit their current efforts. Mason Cosby explains how to map out everything from SEO to organic social events. He breaks down how to categorize these programs by their intended purpose to create your first account progression model.

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This model guides accounts from initial awareness straight to buying readiness. By identifying specific gaps and presenting a clear plan first, you can ask leadership for help solving large initiatives rather than just asking for dollars. You will learn how to complete this entire mapping process and secure the resources you need in under an hour.

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📌 What We Cover

1. Write down everything you are currently doing from a marketing perspective, including SEO and paid media.
2. Categorizing existing programs by their purpose to build your first account progression model.
3. Mapping tactical details using the four D framework: data, distribution, destination, and direction.
4. Answering the six critical questions for every single playbook at every stage of your program.
5. Moving from repurposing current content to building new assets to fill specific gaps.
6. Asking leadership for help solving a problem rather than directly asking for a general ABM budget.

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🔗 Resources Mentioned

1. ABM Planning Template: Visit scrappyabm.com/plan to get a full program mapped out in about an hour.
2. Scrappy ABM: Visit for more ABM tips and strategies.
3. Connect with Mason on LinkedIn for a conversation about ABM

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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!