ABM?? Where do I start?

If you are someone working in B2B Space (Tech, Manufacturing, Services….) Account-based marketing aka ABM is something that we have all come across.

The success of ABM has always been debatable purely based on how much time and investment it requires. If you are someone working in a MNC, you probably would think…well it’s not that much of an investment.

But the truth is it is!!

So, let me break it down for you –

6-Step Journey to kick-start your first ABM Campaign

1 – Setting up the Stage for Success: aka Team Alignment

This step might look the easiest but trust me it’s the hardest.

My dear Marketers, I know we don’t like Salespeople (and vice-versa) but here is where we want them on board. ABM will not succeed if your Sales Team & Management is not 100% on board. Here is what you want to do here:

Define the clear vision. Make sure everyone on the team shares the vision.
Define goals, metrics, Ideal Customer Profile (ICP) and build a sturdy account list

Pro Tip: look for Quality over Quantity. Try not to make it another cold-reach-out campaign.

2 – The Art of Account Segmentation

After you have your ICP clearly defined, you should segment them. Segmentation is a well-known concept. It allows you to streamline and apply personalization effectively.

One must ask, what is the right way to segment? There is no right answer – sorry!

For instance, if you’re selling a B2B SaaS product, you might think about segmenting the audience based on revenue.

It’s your Tier 1 accounts that have the highest revenue potential, so get them highly customized campaigns like Fortune 500 companies do.
Accounts at Tier 2 such as regional enterprises can benefit from vertical-based and job-role-based personalization.
The Tier 3 accounts could be your startups that receive vertical-based personalization.

3 – Small Teams, Big Impact

You’re testing out ABM. Start small. Having a marketer and an SDR is a good place to start. Quality overburdens sheer volume.

Note: The first approach to lead generation should not be ABM. Otherwise, despite all the amazing benefits, you will likely spend a lot of time perfecting your messaging. This is if you haven’t identified what messaging resonates with your prospects or who they are.

4 – Tool??? Where to start

Start with the basics. Look for tools that make your life easier. Experiment with different tools until you find the ones that suit you best.

Account enrichment platform
Intent data
CRM
A platform for personalized content hubs, and
LinkedIn Sales Navigator.

This could be an excellent starting point.

5 – Get ready for a pilot campaign

Throughout I have advocated starting small. Have a focused pilot program.

1 marketer.
1 SDR.
1 geo-market.
1 vertical, and
10 accounts max.

In reality, these early campaigns are more about learning and refining your strategy: messaging, account research, and account qualification. Avoid getting caught up in the spiral of spray-and-pray campaigns.

Start by pinpointing a market, choosing a few accounts, adapting, and refining.

6 – The Steps – Pilot Campaign

List building
Account enrichment & research
Warm-up
Activation
Follow-up & nurturing

Each of these steps is a vital link in the chain. But let’s not forget metrics.

Though growing the pipeline is the ultimate goal what other metrics will determine the success of the ABM campaign? Engagement or Conversion rates – ensure everyone is on the same page.

There’s no shortcut to B2B ABM. It’s all about relationships, understanding customers, and delivering value. Unfortunately, a lot of B2B companies try to cut corners by skipping the most important parts.

Either they send direct mail with branded t-shirts and cookies, or they buy expensive ABM software and run air cover campaigns with 1000s of accounts with 0 intent to buy.

With these steps, you’ll build a solid foundation for your ABM process, leading to lasting success.

Cheers to your ABM success!