I WENT THROUGH EVERY ACCOUNT-BASED MARKETING WEBINAR, TALK & EBOOK AND HERE’S THE BEST OF THEM!

NOTE: ABM IS STARTEGY, BELOW MENTION ARE TACTICS & TECHNIQUES.

AT CORE, ABM IS NARROWING YOUR FOCUS SO THAT YOUR CREATIVITY EXPANDS.

SAME MARKETING TECHNIQUES, EXTREMELY PERSONALIZED 

Table of Contents:

01.

Benchmarks & Results of Account-Based Marketing

02.

ABM examples vs B2B Demand Generation

03.

How to used old content & better messaging (Video: skip to 13.37 mins mark)

04.

Why sales in ABM?

05.

Sales responsibility in ABM

06.

Backend & Tech Stack for ABM (For scaling)

07.

Points to Note before starting

08.

How to Select Accounts (The 5 Levels)

09.

BizAmps's Step by Step ABM Pilot 

Video Overview - Part 1

1. Benchmarks & Results of Account Based Marketing 

    One info-table to rule it all
    SDR= Inside sales telecaller
    AE= The closer 

2. ABM examples vs B2B Demand Generation

See Understand it, will examples

01.

RollWorks : Used this multichannel approach to make a big impression and get a 41% close rate. 

02.

Jellyvision - ABM pilot that converted prospects to opportunities 8x higher than their initial goal 

01.

RollWorks : Used this multichannel approach to make a big impression and get a 41% close rate. 

01.

Rollworks : Showed Above

02.

Jellyvision: ABM pilot that converted prospects to opportunities 8x higher than their initial goal 

3. Use your current content to do ABM

                  Just personalize it!

People who show up on your webinars are mostly already near to buy from you

Buyer Personas for planning content
Content Rule of ABM = Personalize, Personalize & Personalize some more!

A full 87% of B2B marketers have agreed ABM delivers a higher ROI than other marketing activities.  
- ITSMA

4. Why sales in ABM?

    ABM doesn't work with Sales + Marketing

Video Overview - Part 2

Automatic email alert from Marketing to Sales

5. Sales's responsibility in ABM

    What does Inside sales and account executives need to do?

01.

Action Day To-do list of SDRs for 150 contacts:

A. 15 In mails -
B. 25 Dials - (cold call to decision maker 4% connect rate)
C. Email Cadence (Setup by marketing)
D. Events - Webinars Invites, Round table invite etc
E. Alert on Accounts _ Google, Direct mail Delivery, Engagement
F. MQL Follow-up
G. Weekly standup - SDR/AE/Marketing 

02.

Prep Day To-do list of SDRs: 

A. Pre Call research
B. Create messaging for each person
C. Write email/In-mail Drafts 

03.

Note:

Total 30 accounts/SDR 
Each SDR should handle only 2 industries and 10 accounts/month/3Account executives

04.

PS:

Schedule a call if you want a custom ABM Pilot Strategy

01.

MARKETING-SALES HANDOFF
AE = The Sale Closer
SDR = Inside Sales Tele-Caller

02.

After assigning one SDR to an AE, Ask the AE to train their SDRs if he/she is a fresher

03.

Each AE should guide the marketing & SDR;s messaging + help select 10 accounts/SDR/month but marketing first need to bring all kind of data the table on who might buy soon.

04.

AE should help explain - What might be important for each account & it's stakeholders

05.

AE should internalize any messaging brief or any thought leadership content that we use to do marketing/advertising.

06.

AE should know How to use digital/printed content like whitepaper and direct the conversation
PS: Schedule a call if you want a custom ABM Pilot Strategy

6. Tech Stack

    PS: You need tech stack to scale, no start

How fluke automated their inbound leads to meetings

7. Points to Note before starting (Must)

    These are combined insights of multiple ABM practitioners.     Screenshot them.

01.

Define the Purpose of ABM & have shared metrics:
Grow accounts/ Cross-sell & Upsell/ Get new accounts/ Defend base

02.

Think Post Campaign Metrics (Comparing ABM vs Non-ABM):
Winrate, Deal Size, Lead Velocity, Reputation, Relationship, Revenue

03.

Get Written Buy-in from Leadership Team:
Head Sales + Head Marketing + Head Customer Success

04.

Workshop for ‘Target Accounts’ | Sales & Marketing Alignment schedule

05.

Source account insight from AEs, SDRs, 3rd party (Salt in the recipe of ABM)
PS: Schedule a call if you want a custom ABM Pilot Strategy 

Know who wants what

Create awesome and FAST websites!

Create awesome and FAST websites!

DemandBase's Suggestion

8. How to select accounts

        All the best ways (See video for better understanding)

Video Overview - Part 3

Level 1

Level 2

Level 3 - Combine manual qualification, like do they have a 'free demo'

Level 4 - Enrich with Intent data

Level 5

9. BizAmps's Step by Step ABM Pilot

    ABM Pilot= Use your current marketing tactics but focus only on     10 accounts.

01.

Usually Sales think Marketing is doing everything wrong 

02.

You can't do ABM without sales buy-in

03.

Company internal education on ABM is highly needed

04.

Marketing needs to take work off the SDRs and need to work along them to improve results

05.

Try Doing two types of ABM at once, it has higher ROI

06.

Probably there is no need/want for your offering, so plan your strategy & marketing accordingly

07.

Buyers are really sophisticated
First they want to hear about you from multiple places
Then they might be receptive to your outreach, which ideally shorter than a tweet but no-canned stuff
That’s why they don’t hear to voicemails

PS: Schedule a call if you want a custom ABM Pilot Strategy

Step 1 - Think about the end product

01.

STAGE 1: PRE-OUTREACH MARKETING

Content for Cold Audience:
Examples of their peers using, etc
The Case for Change: Signs for change, etc
Insights via Surveys, Industry & Analyst Reports 

Channels:
Segmented Marketing emails for engagement initiation
Content Track with In-text CTA | Infographic with Image CTA |
Ads for awareness (Social, Display, Video) 

02.

STAGE 2 : OUTREACH

Direct Mail
LinkedIn Inmail
Phone Call & Prospecting Cadence
Outreach Text-only Email (Shorter than a tweet)

03.

STAGE 3 : MEETING SCHEDULED

Content:
Case Studies Blogs
Thought-provoking questions on Change
Product Features/Use cases

Channels:
Dynamic Landing Page
Retargeting Ads (Social, Display, Video)
Drip Email
Invite for Webinars

04.

STAGE 4 : OPPORTUNITY CREATED

Content:
Comparison
How to sell internally
Showing ROI
Risk Analysis 

Channels
-Same as stage 3-

STAGE 5

Deliverables required accoriding to stages

Content for each buyer's stage

01.

People Required (Most can be part-time):

1. Strategist/Manager
2. Content Creator
3. Designer (Custom graphics bases on their industry + role)
4. Conducting Sales tech outreach
5. Tech Ops ( Setups, Integration, Reporting, Dashboards)
PS: Schedule a call if you want a custom ABM Pilot Strategy

02.

Marketing Tricks:

1. Get the whole team visit a target account's on LinkedIn
2. Let employees share the content first and then reshare that from company page
3. To get some-one's buy-in, Co-author an article with them
4. Bring you Tech/R&D/SMEs to the prospect meetings. 

Programmatic ABM Example

Internal Report - When scaling ABM

Create awesome and FAST websites!

ABM Report

ABM can be started with 1 person and No special tools

Don't over complicate it! - Schedule a call if you want a custom ABM Pilot Strategy

BizAmps is B2B marketing consultancy based out of India. The team is spread across Delhi NCR, Chandigarh & Mumbai