Hey {{contact.first_name}},

Did you know that one of the surefire ways of generating revenue from your ABM (Account-Based Marketing) campaigns is through the research cascade method?

In today’s newsletter, I’ll show you why and how.

Let’s start first with the common mistakes most B2B marketers make with ABM.

ABM is all about providing tailored solutions to companies with a specific need or challenge that your product can solve. In other words, it's highly personalized marketing for (individual) accounts.

Yet, many ABM agencies and B2B marketers set up their campaigns including thousands of target accounts from different verticals. And to top it all off, they use the exact same messaging and content.

As a result, their campaigns flop.

Moral lesson: never introduce an ABM motion without market segmentation and without creating an ICP for each segment. Speaking of ICP, you must make sure it includes the buying committee structure for each account tier.

Start with a list of engaged accounts that fit your ICP and passed through qualification criteria.

Next, leverage the research cascade method.

Here’s how.

Gim Gilkey put it well when he said: “with only 5% of your TAM in market this quarter, it is too risky to reach out without doing your research first.”

The underlying message is crystal clear: do your homework.

"𝐒𝐡𝐨𝐰 𝐦𝐞 𝐭𝐡𝐚𝐭 𝐲𝐨𝐮 𝐤𝐧𝐨𝐰 𝐦𝐞" is that necessary level of personalization to cuts through the noise in this world of feature-first, spray-and-pray marketing.

When you opt for ABM, you should never adopt a throw-everything-at-the-wall-and-see-what-sticks sort of approach. While it’s worthwhile to have some information templated, you should also leave room for high personalization to really start building relationships from the very first interaction.

How do you do that? Collect and analyze all publicly available information about target accounts' key initiatives and strategies.

Here are the main sources:

Do your due diligence by researching the buying committee and collecting insights about how they might be involved in key initiatives.

Here is a couple of things you need to pay attention to:

Start mapping your value proposition with the identified KPIs, goals, and challenges of every buying committee member.

Fullfunnel.io example from selling ABM sprints:

Write down short (I recommend a one-page doc) personalized solutions for every buying committee member.

This can include:

You can create a multichannel warm-up and activation program with the sales team.

You might want to include:

Keep this in mind, dear {{contact.first_name}}. ABM is not about volume. Instead, you should identify the right accounts that need your product and market to them personally.

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Adechina ODJO