Digital Banter
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Digital Banter
ABM Measurement Mayhem | Mason Cosby
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Andy Groller and James Kravic
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Season 4
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Episode 3
Everyone’s talking about ABM, but when it comes to measuring it, most teams are flying blind. In this episode, we sit down with Mason Cosby of Scrappy ABM to break down what actually matters when it comes to tracking success in account-based programs. Spoiler: it’s not about booking meetings off your awareness campaigns.
We get into the biggest misconceptions around ABM measurement, how to make it work without a $100K tech stack, and what you can track with just ad platforms, spreadsheets, and a bit of common sense. Whether you’re running display ads to cold accounts or trying to prove ROI to the CFO, this is the no-BS guide to ABM measurement that everyone in B2B needs.