🕵🏻‍♂️ From 0 to a full ABM motion

Dear Trencher,

In the B2B space, Account-Based Marketing (ABM) has emerged as a powerhouse strategy. But it's not about shortcuts or fancy tools; it's a journey, a mindset.

In this edition, we'll delve into the 10 crucial steps to build a robust ABM motion from the ground up.

Let’s get right into it.

1. Team Alignment: Setting the Foundation

Your ABM journey begins with a clear vision. So, your first step is to get everyone on the same page. Define goals, metrics, Ideal Customer Profile (ICP), and build a sturdy account list. Remember, quality over quantity.

2. Account Segmentation: Tailoring to Perfection

Segmentation isn't just about dividing accounts; it's about personalization. Classify accounts into tiers based on revenue potential and customer analysis.

Tier 1 accounts are your highest revenue potential and deserve highly personalized campaigns.

Tier 2 accounts can benefit from vertical-based and job-role-based personalization.

Tier 3 accounts should receive vertical-based personalization.

Example: A cybersecurity firm may have Fortune 500 companies as Tier 1 accounts, regional enterprises as Tier 2, and startups in Tier 3.

3. Lean Teams, Strong Impact: Starting Small

You don't need an army to kickstart ABM. Begin with a marketer and an SDR, with partial support from your demand gen team. Quality execution trumps sheer manpower.

Example: A fintech startup initiated its ABM journey with one marketing specialist and an SDR. Their focus? Targeting high-potential fintech firms in Tier 1 accounts. The marketer focused on content creation and messaging, while the SDR focused on outreach and engagement.

4. Lean Stack, Smart Moves: Budget-Friendly Tools

Fancy tools can wait. Start with essentials - an account enrichment platform, intent data, CRM, a platform for personalized content hubs, and LinkedIn Sales Navigator. It's about precision, not extravagance.

See, these are core tools you can invest in without breaking the bank and yet be sure of the outcome.

5. Small pilot campaign: The 1-1-1-1-10 Principle

Instead of launching massive ABM campaigns, follow the 1-1-1-1-10 principle:

• 1 marketer,

• 1 SDR,

• 1 geo-market,

• 1 vertical, and

• a maximum of 10 accounts.

Look, while these early campaigns may generate opportunities, most of them are more about learning and refining your strategy: your messaging, account research, and account qualification.

Avoid the spray-and-pray approach. Kickstart with the 1-1-1-1-10 principle - precise targeting, market focus, and a handful of accounts. Learn, adapt, and refine.

Example: As a marketing automation firm you can start with a pilot targeting ten high-potential accounts in the finance sector, focusing on personalized content and tailored outreach.

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6. Roles and Rhythms: Defining Responsibilities

Clear roles and responsibilities are non-negotiable. Map out tasks, allocate ownership, and lock it into your calendar so your campaign won’t fail because of a lack of commitment, which is the bedrock of any successful campaign.

7. Orchestrate a Pilot Campaign

Building an effective pipeline involves meticulous stages:

• list building

• account enrichment & research

• warm-up

• activation

• follow-ups & nurturing

Each of these steps is a vital link in the chain.

8. Metrics Matter: ABM Dashboard and Reporting

Metrics are the lifeblood of ABM. Everyone involved should be on the same page, understanding how to measure success and optimize strategies for efficiency.

Example: Metrics might include engagement, conversion rates, and ultimately, pipeline growth.

9. Operationalization

For maximum impact, ABM shouldn't operate in isolation. Integrate it seamlessly into your marketing and sales operations. Align with existing campaigns, and make sure there is no overlap with your ongoing acitivities. Then you can transition smoothly from a pilot campaign to regular operations.

10. Develop a Blended demand gen and ABM model

The ultimate goal isn't just one-off campaigns; it's about establishing a standard marketing program. That said, the demand gen function fuels not only awareness but also feeds the ABM engine with engaged accounts.

Remember, ABM is a strategic journey, not a quick fix. It's about building relationships, understanding your customers, and delivering value. Unfortunately, lots of B2B companies try to create shortcuts out of ABM by skipping the most important parts.

They either jump into direct mail outreach sending branded t-shirts and cookies or purchase expensive ABM software and run an «air cover» campaign targeting 1000s of accounts with 0 intent to buy.

ABM is a strategy and mindset, not a growth hack to drastically decrease the sales cycle and generate a pipeline.

Keep these steps in mind, and you'll build a solid foundation for your ABM motion that can lead to lasting success and stronger customer relationships.

Cheers to your ABM success!

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