🕵🏻‍♂️ ABM team setup: 7 must-have functions

Dear Trencher,

If you're looking to build a powerhouse ABM team, understanding the essential functions is key. 

It's not just about having the right people, but ensuring each crucial role is covered. 

Whether you're starting with a small pilot or scaling up, here's a breakdown of the seven must-have functions for your ABM strategy, from senior leadership to specialized content creation. 

Dive in to see how you can map these roles effectively and set your ABM efforts up for success!

Here are the seven functions:

1. Senior ABM lead

This experienced enterprise marketer creates the strategy & oversees the entire ABM program.

Key responsibilities include:

• Defining Ideal Customer Profiles (ICP)

• Aligning ABM programs with demand generation, sales, and go-to-market (GTM) strategy

• Developing playbooks for marketing and sales

• Setting up the ABM technology stack and identifying intent data sources

• Establishing engagement and intent thresholds

• Planning and orchestrating campaigns

• Creating and maintaining campaign dashboards, and defining leading indicators

• Budgeting for programs

• Managing the ABM team

2. ABM campaign management

The ABM Campaign Manager is the tactical mastermind behind your ABM efforts.

He/She collaborates closely with sales to:

• Source and prioritize accounts

• Identify small clusters of accounts with similar use cases and buying triggers for 1:Few playbooks

• Conduct account research and develop personalized messaging and content

• Plan and orchestrate activities for individual accounts (1:1) and clusters (1:Few)

• Execute marketing playbooks to warm up and activate accounts

Over time, you can expand this function into specialized roles focused on different ABM objectives, such as generating new revenue, accelerating the pipeline, and driving expansion and renewals.

3. Sales (SDR, Account Executives and Customer Sucess)

Even though sales team members (SDRs, AEs, and CS reps) may not directly report to the ABM lead, their involvement is critical. You need to have dedicated resources from sales to:

• Engage and build relationships with buyers from target accounts

• Deliver personalized solutions and messages

• Develop and nurture connections within target accounts

• Gather insights from peers and network

• Reach out and follow up during key activation phases

• Relay valuable information from their interactions with target accounts back to marketing

Achieving this level of alignment, despite not having direct authority over the sales team, is challenging but essential for ABM success.

4. B2B copywriting

B2B copywriting is the cornerstone of compelling ABM messaging.

Key Responsibilities:

• Crafting compelling ad copy

• Developing personalized messaging and solutions

• Creating sales enablement content

• Writing targeted landing page copy  (vertical or buyer level)

5. B2B Content

Although some writers handle both copywriting and content creation, these are typically separate skill sets.

Key responsibilities:

• Creating expert content for social media

• Developing case studies

• Producing industry reports and thought leadership pieces

6. Designer

Key responsibilities:

• Create engaging visuals for social media and ads

• Design landing pages

• Develop content hubs

• Craft personalized design solutions

7. Account sourcing & research

Key responsibilities:

• Capture, qualify, and manage intent data

• Transfer engaged accounts into the CRM

• Enrich information on the buying committee

• Conduct initial research on target accounts

---

In this newsletter, we've outlined the essential skill sets for an ideal ABM team, regardless of your company's size. Your ABM team may vary based on your current stage. 

If you're just beginning and running a pilot campaign, you can start with one marketer and one SDR. As you scale your ABM efforts, ensure you incorporate all the functions we've detailed above.

PS: Ready to improve your B2B marketing performance? Join the Fullfunnel online academy and discover the keys to B2B marketing success with our comprehensive courses.

You'll join a vibrant community of forward-thinking marketers driven by revenue growth.

Here's what you'll gain access to:

📚 All our B2B marketing courses including a 6-week ABM playbook, LinkedIn Allbound marketing playbook, and 11 more courses that aren't available to the public

💬 Private Slack community to answer all your burning questions

📋 Personalized learning plan. Unsure where to start or how to maximize your learning potential? We'll craft a tailored plan based on the time you can dedicate to your education.

🔍 Exclusive 'Behind the Scenes' sessions: Gain insights into what's working and what's not as we dissect real campaigns for our clients and ourselves.

🎟️ 30% discount for live events and bootcamps.

Ready to Take the Next Step?

Best shares from the Trenches Community

• Marketing ≠ tools, ads, and lead generation. Here is the role of B2B marketing.

• Every year B2B companies complain that sales cycles become longer. But they ignore 4 fundamental reasons that extend the buying process...

QUESTIONS FROM FELLOW TRENCHERS

Let's help each other. If you can join the discussion and answer any of the questions below, please click on the link and share your thoughts.

• Hey folks, We at Factors.ai are on the lookout for some interesting stories on how SaaS companies make the most of LinkedIn ads. If you have any tried-and-tested tips on how you have increased LinkedIn campaigns ROI, feel free to DM me and we’ll feature your story on our LinkedIn page! 

NOTE: If you've found this content interesting and insightful, chances are you have 1 or 2 colleagues (or even 03) who will love it as much as you do. Please help them by sharing it.

See you in Trenches 😉

Adé Odjo 😎