For almost a year, the Scrappy ABM team has run a full-day workshop called ABM in a Day, with over 900 marketers coming through it. In this solo episode, host Mason Cosby pulls the best of the best from that workshop's survey feedback and condenses roughly seven hours of material into about 15 minutes.

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The thing marketers rated most helpful was a clear structure and system for their ABM program. Mason walks through the two core frameworks behind that structure: the account progression model and the 4D framework. Then he gets into the best customer profile, a look-back method for finding the accounts you actually want more of.

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If you're heading into H2 and trying to figure out where to make an impact in the second half of the year, this one hands you a starting exercise you can run with a sheet of paper today.

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📌 What We Cover

Why a clear structure and system ranked as the most helpful takeaway from ABM in a Day
The account progression model: awareness, initial engagement, meaningful engagement, marketing qualified account, sales qualified account, opportunity, and a re-engagement stage
The paper-and-pen exercise: write down every program you run, then map each one to the stage that matches its primary intent
The 4D framework: data, distribution, destination, and direction
Why targets without triggers turn "ABM" into targeted cold outbound, and how a champion tracking play creates a real reason to reach out
Matching direct vs indirect channels to where an account sits in its journey, plus weaving problem, product, and proof content across the model
The BCP (best customer profile) and the look-back questions behind it: happiest by NPS, longest-tenured, most profitable
How the overlap of BCP and ICP creates the TAP (target account profile)

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🔗 Resources Mentioned

ABM in a Day workshop: Next live session on July 28th. Podcast listeners can use code 75OFF to join for $50.
Free ABM template: The exact program-build template Scrappy ABM uses with every client, available behind a quick form fill.

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Resources:

Scrappy ABM: Visit for more ABM tips and strategies.

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!