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Crawl, Walk, Run: Building an Account-Based Measurement Model That Works | Ep. 172
Manage episode 484954280 series 3597488
Most teams are running account-based marketing without a clue how to measure it. In this special crossover episode of Scrappy ABM, we feature Mason Cosby's guest appearance on Digital Banter, where he joins Andy Groller and James Kravic to get brutally honest about ABM measurement mayhem.
Mason, founder of Scrappy ABM, breaks down why jumping into measurement without a working program is a recipe for confusion, not results. He introduces a crawl-walk-run approach to measurement using a simple account progression model: from awareness through to opportunity. He also gets tactical on what tools you actually need to track success — and no, a $100K tech stack isn’t one of them.
If your ABM goals are misaligned with your buyer’s journey or you’re still reporting on MQLs when you should be focused on MQAs, this episode gives you the straight answers you’ve been looking for.
👤 Guest Bio
- Mason Cosby is the founder of Scrappy ABM, a firm focused on helping B2B teams do more with less when it comes to account-based marketing. He’s been in the ABM trenches for over five years, starting as a marketing director at a FinTech company and later working in ABM agency environments. You can find him on LinkedIn at linkedin.com/in/masoncosby.
📌 What We Cover
- Why most ABM programs fail at measurement before they even begin
- The six-stage account progression model: from awareness to closed revenue
- Why display ads to cold accounts won’t book meetings (and what to do instead)
- Common sense ways to measure ABM with spreadsheets and ad platforms
- The crawl-walk-run framework for measurement maturity
- The difference between MQAs and MQLs — and why it matters
- Why one-to-one measurement at the awareness stage is usually a waste
- The tech you need (and don’t need) to start measuring ABM effectively
- How to build reporting dashboards for marketing, sales, and executives
- Why Mason insists on admin-level CRM access in every client engagement
🔗 Resources Mentioned
- G2 (for intent signals and review data)
- HubSpot, Salesforce, ActiveCampaign (marketing automation & CRM)
- ZoomInfo, LinkedIn Sales Navigator (list-based triggers)
- 6sense, Warmly, R-B2B (anonymous website visitor tracking)
- Scrappy ABM: Visit for more ABM tips and strategies.
- Connect with Mason on LinkedIn: Start a conversation about ABM.
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!
189 episodes
Manage episode 484954280 series 3597488
Most teams are running account-based marketing without a clue how to measure it. In this special crossover episode of Scrappy ABM, we feature Mason Cosby's guest appearance on Digital Banter, where he joins Andy Groller and James Kravic to get brutally honest about ABM measurement mayhem.
Mason, founder of Scrappy ABM, breaks down why jumping into measurement without a working program is a recipe for confusion, not results. He introduces a crawl-walk-run approach to measurement using a simple account progression model: from awareness through to opportunity. He also gets tactical on what tools you actually need to track success — and no, a $100K tech stack isn’t one of them.
If your ABM goals are misaligned with your buyer’s journey or you’re still reporting on MQLs when you should be focused on MQAs, this episode gives you the straight answers you’ve been looking for.
👤 Guest Bio
- Mason Cosby is the founder of Scrappy ABM, a firm focused on helping B2B teams do more with less when it comes to account-based marketing. He’s been in the ABM trenches for over five years, starting as a marketing director at a FinTech company and later working in ABM agency environments. You can find him on LinkedIn at linkedin.com/in/masoncosby.
📌 What We Cover
- Why most ABM programs fail at measurement before they even begin
- The six-stage account progression model: from awareness to closed revenue
- Why display ads to cold accounts won’t book meetings (and what to do instead)
- Common sense ways to measure ABM with spreadsheets and ad platforms
- The crawl-walk-run framework for measurement maturity
- The difference between MQAs and MQLs — and why it matters
- Why one-to-one measurement at the awareness stage is usually a waste
- The tech you need (and don’t need) to start measuring ABM effectively
- How to build reporting dashboards for marketing, sales, and executives
- Why Mason insists on admin-level CRM access in every client engagement
🔗 Resources Mentioned
- G2 (for intent signals and review data)
- HubSpot, Salesforce, ActiveCampaign (marketing automation & CRM)
- ZoomInfo, LinkedIn Sales Navigator (list-based triggers)
- 6sense, Warmly, R-B2B (anonymous website visitor tracking)
- Scrappy ABM: Visit for more ABM tips and strategies.
- Connect with Mason on LinkedIn: Start a conversation about ABM.
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!
189 episodes
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1 It’s All Your Fault — And That’s Good News | Ep. 186 53:16

1 “We Built It for Us—and It Took Over an Industry” (with Brad Parker from FormPiper) | Ep. 185 23:16

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1 Why Personalization Beats Spray-and-Pray Every Time (with Lorena Garcia from FranConnect) | Ep. 181 28:46

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1 How Brandon Salisbury Drove 456% Pipeline Growth at Tilt | Ep. 179 23:18

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1 Tripling Revenue in Six Months: Podcasting as an Account-Based Playbook with Logan Lyles | Ep. 177 21:00

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1 The ABM Cheat Code: ICP, Intent, and Iteration (with Christopher Collier from EHS Insight) | Ep. 175 30:57

1 Why Most ABM Fails (And What to Do Instead) | Ep. 174 28:04

1 Why Your LinkedIn Outreach Isn’t Getting Responses—and What to Do Instead (with Morgan J Ingram from AMP Creative) | Ep. 173 26:01

1 Crawl, Walk, Run: Building an Account-Based Measurement Model That Works | Ep. 172 36:46

1 Ep. 171 - How a Small Team Generated $3.5M in Pipeline in 2 Quarters 36:57


1 Ep. 169 - Interactive Demos: The Secret Weapon for Personalized ABM Success 16:40

1 Ep. 168 - From Awareness to Action: Fixing the Missing Middle in Your ABM Funnel 9:32

1 Ep. 167 - The Art of Creating Serendipity, With Justin Schmidt From JobSync 24:27

1 Ep. 166 - ORTHO-ABM Playbook! Tactics to Land 10 Meetings/Month with 24/7 Chat for Practices 💬 9:33

1 Ep. 165 - Push Your Data, Don’t Pull — Simplify Metrics and Win, with Nadia Davis from CaliberMind 29:32

1 Ep. 164 - Olympic ABM Playbook! Challenger Brands and Pro Women Athletes Ahead of Milan 2026 🥇 9:38

1 Ep. 163 - Get Specific With Your ABM! Practical Tips for Retail Signage & Graphics Target Accounts 8:53

1 Ep. 162 - Signage & Graphics ABM Hack! Targeting Strategy for US Retail Brands with 100+ Locations 7:35

1 Ep. 161 - AI Governance ABM Playbook! “One Geo, One Industry” Approach 8:56

1 Ep. 160 - Spiffs, Offers & Triggers: A Scrappy Guide to Cross-Selling Lodging Solutions 10:10

1 Ep. 159 - ABM Audit: Helping First, Selling Second: ABM for Manufacturing Safety Solutions 7:31

1 Ep. 158 - ABM Audit: Draw the Line- How Great ABM Starts With Strong Differentiation 8:47

1 Ep. 157 - ABM Audit: Focus Your ICP to Drive Conversions 8:42

1 EP. 156 - Target Managers And Directors To Increase Conversions 8:21

1 EP. 155 - Association Plays And Niche Podcasts: ABM on a Budget 8:53

1 EP. 154 - Using Podcasts For ABM Success In Scientific Instrumentation 22:29

1 EP. 153 - Creating ABM Content That Gets Used! — Benjamin Ard on Organizing, Leveraging AI & Driving Relevancy 20:50


1 EP. 151 - Brand Building Vs. Sales Activation In ABM! Mason Cosby & Liam Moroney on Short-Term vs. Long-Term Marketing Success 56:24

1 EP. 150 - From ABM to ROI - Getting started and seeing results in 2025 45:12

1 EP. 149 - The Scrappy Path To ABM Success! Product-Market Fit, Target Accounts & GTM Strategies 48:07


1 EP. 147 - Launching Your ABM Program! Kelley Vallone on Targeting, Tiering & Measuring Success 29:48

1 EP. 145 - How to Build an ABM Strategy That Actually Works 32:13

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