Measure ABM on known-data audiences

Roughly 80% of ABM programs fail. The main reason is that companies start by targeting accounts that have never heard of them. It takes three to six months for your brand to even be remembered. By that time, the program has usually been killed. Welcome to Scrappy ABM. Host Mason Cosby breaks down exactly where you should build your target account list to nearly guarantee a win.

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If you focus on a completely net new audience, you are setting yourself up for a long wait. It can take anywhere from 3 to 24 months for those accounts to enter the pipeline. Mason explains why starting with people who already know you exist gives you the best potential for success. You already have a sheer amount of data on these accounts, making it easier to measure success.

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We explore the four core places to look for these target accounts: website traffic, closed lost opportunities, your active sales pipeline, and your current customer base. By focusing on these engaged audiences, you can shorten sales cycles and directly address past objections. This approach builds trust and helps you secure buy-in before you go after cold prospects.

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📌 What We Cover

1. Why targeting completely cold accounts causes most ABM programs to fail early.
2. Using website traffic to identify highly engaged people who visit your pricing page or view your webinars.
3. Building specific programming to overcome past objections in your closed lost opportunities.
4. Starting a small pilot program with one to three sales reps to shorten a 6 to 18-month sales cycle.
5. Mapping out a customer journey to find expansion dollars within your current customer base.
6. Defining a real ABM program as a B2B revenue strategy that aligns marketing, sales, and customer success.
7. Measuring success on a data set of best-fit customers rather than guessing with unknown accounts.

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🔗 Resources Mentioned

1. Scrappy ABM Newsletter: Subscribe to get playbooks every single week at scrappyabm.com/newsletter.
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!