Mason Cosby shares a conversation from the Growth & Conversions podcast with Meghana Bhate. The discussion centers on a practical scenario: launching an Account-Based Marketing program for a greenfield account with high annual contract value.

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Mason breaks down the process, starting with targeting based on profitability and retention rather than just revenue. He explains how to map the buying committee by analyzing deal records and introduces the Account Progression Model. You will hear how to build awareness, validate existence, and move accounts through meaningful engagement using existing tools and content.

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What We Cover

Targeting based on profit: Why you must verify product-market fit and profitability before launching ABM to ensure you get more of your best customers.
The Account Progression Model: A stage-by-stage breakdown from Awareness and Initial Engagement to MQA, SQA, and Opportunity.
Parsable Case Study: How a manufacturing software company used an SAP integration and closed-lost opportunities to drive revenue in four months.
ABM vs. Demand Gen: Understanding the difference between broad demand generation and finite, sales-supported account-based marketing.
AI in ABM: Why you should use AI for data cleaning and segmentation before attempting to scale content or distribution.
Sales alignment: How to identify the buying committee by associating contacts to deal records and reviewing call transcripts.

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Resources

Scrappy ABM Templates: Download the program planning templates mentioned in the episode.
Scrappy ABM Newsletter: Sign up for unique content sent directly to your inbox.
Scrappy ABM: Visit for more ABM tips and strategies.
Connect with Mason on LinkedIn: Start 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!