How to build the right budget and investment for ABM | Ep. 261
Mar 19, 2026
A fast, practical walk-through of how to audit every marketing effort and map programs from awareness to purchase. A clear method to categorize tactics using a four-part framework and answer six critical playbook questions. Advice on spotting gaps, creating targeted assets, and asking leadership to solve problems rather than just for funds. Tips to map a full plan in under an hour with a ready template.
03:32
forum Ask episode
web_stories AI Snips
view_agenda Chapters
auto_awesome Transcript
info_circle Episode notes
volunteer_activism ADVICE
Inventory Every Marketing Program First
Do list every marketing program you run before asking for budget.
Mason Cosby says write SEO, paid media, organic social, events, etc., to see the full scope in 15–30 minutes.
volunteer_activism ADVICE
Map Programs To Account Progression Stages
Do map each program to its specific purpose to build an account progression model.
Mason Cosby lists purposes like awareness, problem education, solution education, product showcase, meeting booking, and engagement until purchase.
volunteer_activism ADVICE
Use The 4D Framework For Every Playbook
Do document tactical details for each stage using the 4D framework: data, distribution, destination, direction.
Answer who you're targeting, why, what channels and content, and how you'll measure success for every playbook.
Get the Snipd Podcast app to discover more snips from this episode
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.
ㅤ
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.
ㅤ
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.
ㅤ
📌 What We Cover
Write down everything you are currently doing from a marketing perspective, including SEO and paid media.
Categorizing existing programs by their purpose to build your first account progression model.
Mapping tactical details using the four D framework: data, distribution, destination, and direction.
Answering the six critical questions for every single playbook at every stage of your program.
Moving from repurposing current content to building new assets to fill specific gaps.
Asking leadership for help solving a problem rather than directly asking for a general ABM budget.
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!
Scrappy ABM