Online course: Fix ABM measurement with funnel attribution and outcome modeling
Capture lost revenue, revive stalled accounts and attribute ROI
Instructor: Mason Cosby
Generated $15M+ in sourced revenue at 16X ROI, helped launch the #1 marketing podcast in the U.S., and drove $3M in pipeline with 7.5X ROI for Parsable.
Build conversion models, forecast results, and track account progression. Accurately report and demonstrate value to decision-makers
- Define program-specific success metrics that reflect awareness, engagement, or pipeline acceleration
- Track account progression with CRM tagging and stage-based attribution
- Model conversion outcomes to set realistic expectations and guide planning
- Design dashboards that show impact early and secure stakeholder buy-in
Black Friday offer: 25% off, already applied. A year of CXL, this course included.
From CXL, trusted by 90,000+ marketers at companies like these:
Most ABM teams track the wrong metrics.
The results are stalled accounts, imprecise reporting, and missing buy-in from sales and leadership.
This course shows you how to fix that.
Across two sessions, you’ll learn how to measure ABM programs by intent, track account movement through the funnel, set up conversion models, and build dashboards and reporting that prove impact.
Black Friday offer: 25% off, already applied. A year of CXL, this course included.
This is what marketers said after our live workshops and courses
B2B eCommerce platform
Sales signed off the target in writing before the brief passed Gate 1. Five review rounds took the drafts to 87% and 96%.
Campaign engine
Co-Founder, Feral MKT
“That alone used to take me a whole day working in AI-assisted mode (more days without AI), since I had to write all the copy from scratch because I didn’t like what Claude used to give me. This time it took me about an hour.”
Campaign engine
Fractional CMO & GTM Strategist
“I fixed the site and Crunchbase last week and reran Build 1 this morning with the same questions, tools and judge. Accuracy went from 53% to 71%, and wrong answers went from three to none.”
AI visibility tracker
Social club for people 60+, pre-launch
A paid first dinner, to test whether older adults will pay for it themselves. All four channels reached ship after 9 fixes.
Campaign engine
Senior copywriter, elective healthcare agency
“I was really impressed with how it handled the copy, including adding a medical compliance check due to the industry I work in … I loved all of the quality checks and scoring, since I usually do that type of QA work manually.”
Campaign engine
Clinic management software
A campaign to win 50 demo or trial requests in 7 weeks: five channels, all drafted and through Gate 2.
Campaign engine
E-commerce & Brand Strategist
“I built a visual plugin on top of your Marketing Brain, two actually: Visual Brain for the brand’s visual direction and Product Visual for product image storyboards … I put my own brand through it and it already gives me something I can work with.”
Own plugins on Marketing Brain
AI-Forward Marketing Executive
“I was in your workshop 12 hours ago. I already have a workflow live… I feel like a freaking WIZARD!”
Last cohort
Fractional CMO practice, launching
Tested a new fractional CMO offer on her own website, using public data only.
Marketing Brain
Marketing Communications Manager, TXI
“Connecting my systems made the biggest difference. Pulling deals straight from our HubSpot CRM, plus Semrush data on our content, gave the ICP and the messaging real evidence instead of guesses.”
Marketing Brain
Director of Messaging
“Being able to identify valuable work to be done, build a workflow/agent to do it effectively and consistently, and deploy it across my team will be a skill that sets my team and I apart within the org.”
Workflows
Marketing agency for health clinics
Ran the brand book through it: every claim about the buyer came back tagged hypothesis or blank.
Marketing Brain
Content Strategist
“This course got me to take writing instructions seriously and tailor them to how I work. Before, I was mostly just chatting with AI. Now I’m trying to build actual workflows.”
Workflows
Founder, Mesh Creative Studios
“Biggest learning: the review forced me to stop claiming things I hadn’t proven yet.”
Campaign engine
Here is what other marketers said
Course overview
Watch it on your schedule
Come away with a clear ABM measurement framework, a practical conversion model, and reporting tools to track account progress and prove your impact to leadership.
SESSION 01
Context-driven metrics and stage-based attribution
Most ABM teams measure everything the same way, no matter the program. Learn how to align metrics with intent and track account progress through your funnel.
Learn how to:
- Match metrics to program goals, whether awareness, engagement, or pipeline acceleration
- Define clear success signals for different types of ABM plays
- Use CRM tagging and workflows to track account movement
- Spot where accounts stall in the funnel and why
- Explain measurement choices to stakeholders with confidence
SESSION 02
Conversion modeling and real-world reporting
Attribution models often oversimplify ABM. Forecast conversion outcomes and build reporting that proves impact without drowning in data.
Learn how to:
- Build a baseline conversion model for accounts across awareness, engagement, and pipeline stages
- Scenario-plan different outcomes to set realistic expectations
- Identify early indicators that a program is on track
- Build dashboards that highlight progress without overcomplication
- Report on ROI in a way that builds trust and buy-in
Meet your instructor
Mason Cosby builds marketing programs that deliver millions using the Scrappy ABM Methodology.
Mason specializes in building Scrappy ABM programs on low budgets that drive high impact. Serving as the Marketing Lead at numerous boutique, bootstrapped businesses, Mason has sourced over $20M in the past 3 years.
Some of his accomplishments include:
- Mason’s team helped a client launch a podcast that became the #1 marketing podcast in the U.S. and sourced over $1.5M in revenue in the first year.
- He generated over $15m in sourced revenue at a 16x ROI on headcount, technology, and media spend since 2022.
- Scrappy ABM teamed up with Parsable to scale campaigns despite limited resources. In six months, the effort drove a $3M pipeline, $330K revenue, and a 7.5X ROI, paving the way for Parsable’s acquisition.
Learn B2B marketing and AI by doing.
CXL is a B2B marketing training company focused on AI and conversion optimization. Marketers learn by doing: instead of setting time aside to watch courses, they build AI workflows, agents, landing pages and experiments on the work they already need to do, with live guidance from practitioners. Founded by Peep Laja.
Black Friday offer: 25% off, already applied. A year of CXL, 80+ courses included.
Need some more convincing?
Listen to this agency owner explain why he trains his team at CXL
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