EP. 65 - The 4D Framework For Simplifying Your ABM Strategy

In this week's Scrappy ABM episode, host Mason Cosby introduces the 4D framework for simplifying ABM strategy. This framework breaks down ABM into four key components: data, distribution, destination, and direction. Listeners can expect to learn a repeatable structure to organize and launch effective ABM programs.Best Moments:(02:04) Data - Identifying who to target and why, typically starting with closed-lost accounts. This brings low risk to test messages and account targeting(07:02) Distribution - The channels used to reach your accounts, including email, phone calls, and social media(07:27) Destination - The content you provide to move accounts along, like case studies of similar companies finding success from your solution(08:04) Direction - Tracking engagement to surface accounts ready for further sales follow-up