Why Your ABM Program Is Failing (And How To Fix It), with Mason Cosby

Account-Based Marketing has been a staple in B2B for quite some time. Yet, the practice feels newer than ever as the industry evolves. But Mason Cosby, Founder of Scrappy ABM, argues that ABM innovation has yet to reach its peak, and we're still in the early, "buzzword days," as studies show that 94% of B2B marketers are building ABM programs despite challenges in understanding what it actually means.

During this episode of the B2BMX Podcast, co-hosts Klaudia and Kelly sat down with Cosby, a B2BMX alum and upcoming B2BMX East keynote speaker, to discuss the trials and tribulations of ABM, which include lack of clarity, difficulty in measuring success and a struggle in executing ABM programs effectively (just to name a few). Cosby also emphasized what it takes to scale ABM and why it's so important to validate program effectiveness and identify valuable signals within existing tools before scaling.

Tune in today to hear:

• Why misalignment between sales and marketing teams is a major reason for ABM failure;
• How successful ABM programs focus on the right processes and message alignment (versus shiny new tools like AI);
• What it means to "stack signals" to build programming around existing signals for better engagement;
• How to simplify ABM programs through a modular approach; and So much more!

Get these and more practical tips to perfect your ABM practices for the rest of the year!

RELATED LINKS:

• Get the scoop on Mason Cosby’s company, Scrappy ABM, here;
• Learn more about B2BMX East, here;
• Register for B2BMX East and see Mason’s keynote live using this special 15% off code just for our listeners: MXPOD15; and
• Follow us on LinkedIn and X.