5 Steps for Running Successful ABM Campaigns

ANUSREE BHATTACHARYA | July 14, 2021 | 94 views

B2B marketers meticulously craft content plans to include an attractive landing page, a remarkable eBook, and paid ads for maximum engagement. They write the slickest nurture emails, supporting blogs, and over-the-top articles. Nearly tens of thousands of dollars and a couple of months go into the campaign creation, but it stops abruptly.

Why?

How can this be? The data collected for the eBook was filled with insights that made them shudder. The strategy was executed to perfection but didn't make any sense!

Does this situation sound familiar to you as well? You must have faced the same! It often happens in B2B companies when sales and marketing are not fully aligned on their goals, messaging, and targeting audience. When you spread a wide net for lead generation, most of the leads may not be relevant. So, what should we do?

Here comes the protagonist of the B2B marketing story:

Account-Based Marketing (ABM)

ABM curtails the time spent on irrelevant accounts while decreasing overall money spending. In addition, as businesses, after the pandemic, are starting to realize the potential of personalized campaigns, ABM is rapidly becoming the go-to strategy for B2B tech companies. As a result, they are aiming to improve their marketing and sales alignment.

Importantly, ABM demands sales and marketing alignment. It ends those hair-tearing, soul-destroying arguments on which leads to focus on. Now both teams have to keep the hyper-targeted focus on specific accounts, which will result in time-saving, the flow of quality leads, and, thus, your ROI will be up.

But before going about creating effective ABM campaigns, let's quickly read the factors to consider while implementing ABM.

Factors to Consider to Implement ABM


Get your Sales & Marketing teams to work together

To create an effective ABM campaign, marketing and sales teams must converge and act following a shared strategy. Furthermore, to expect excellent results, teams involved in the campaign should use the same data from diverse sources. Thus, it creates a data-inspired ideal customer profile (ICP).

To Identify Accounts

For defining target accounts, consider these factors:

Revenue potential:  Your target audience should fall into your product or service's price line. 

Best fit accounts: Find accounts and individual buyers who are aligned with your marketing personas. 

Importance of Strategy: Aim for accounts that match your company's business strategy. Identify if they are your ideal customer or not. 

Product requirements: Start with the low-hanging fruit, which means identifying accounts that can make precise use of the solution you're offering.

To Establish KPIs

To know whether you are rocking with your ABM campaigns, it's crucial to decide your KPIs. You can consider the following to confirm it:
  • How many companies match your customer personas?
  • Account and role-specific conversion KPIs such as booked meetings created deals, and purchases completed.
  • The accounts that visit your website or engage with the content types.
Thus, you'll have to track KPIs at every stage of your ABM funnel to determine the success of your campaign.

Prepare Multi-Channel Content

Relevant and engaging content is the root of every marketing campaign. Still, marketers should personalize ABM content so that they can timely reach each target. So, it's essential to keep the process of messaging focused on the account's pain points, budget restraints, and additional demands.

It is because your campaigns are hyper-targeted, where you'll need to spread them across multiple content channels to offer numerous opportunities. Doing so will help to gain engagement, and then you can calculate budgets for clicks and channels. In addition, blend touchpoints such as paid ads, blogs, personalized email, text messaging, and multi-touch SDR strategies will help create effective ABM campaigns.

Here are effective steps to execute an effective ABM campaign.

5 Steps to Create Effective ABM Campaigns


Build your Ideal Customer Profile (ICP)

As Account-based marketing is more like spearfishing, you need to be conscientious about who you target. It is because this type of marketing revolves entirely around who you reach out to. So, it is imperative that you pick companies that would benefit the most from your product or services and be your top-tier customers if they get converted to purchase your service. Hence, the first and most foundational thing for an effective ABM campaign is knowing who you need to target.

Many companies enjoy massive audiences. Therefore, they can increase revenue if they successfully reach them. However, with B2B SaaS companies in marketing, when they try to please everyone, they usually end up pleasing no one. It is because they produce standard messaging that doesn't speak to any group of people. So here, it becomes vital to build your IPC before creating an ABM campaign strategy.

Invest in the Right Account-Based Marketing Tools

To create successful account-based marketing (ABM) campaign, you need to have the right tools to help your team effortlessly execute your ABM strategy and monitor its progress simultaneously. Here are some of the best tools that you can use effectively:
  • ZoomInfo
Using a platform like ZoomInfo helps you quickly search companies based on their industry, number of employees, and current services. Then, you can easily set ABM campaigns based on information collected through ZoomInfo and proceed further to target.
  • SalesIntel
SalesIntel is a sales intelligence platform. It provides your sales team with verified numbers of the target account. Using this platform, your team can evade gatekeepers and increase the chances of securing a targeting process.
  • Everstring
Everstring's platform enables your ABM team to develop a predictive behavior model where target accounts can be identified and be more likely to convert into sales.

Create Relevant Content

Now, you have your ICP and personas penned down; it's time to communicate. But how do you make sure that you are effectively communicating with each account? And how to properly showcase the value that your solution provides to drive for their companies?

The secret lies in applying information gathered in each stage in the customer journey: Awareness, Consideration, and Conversion.

For an effective account-based marketing campaign, create content for each of these stages—general product & company information for Awareness, technical details for Consideration, and urgency for Conversion. Every piece of content in each step should be designed to appropriately educate prospects on their buying journey and push them to the next phase.

Here are some content types for the most successful ABM campaigns:
  • Emails to each persona (includes initial outreach, follow-ups, responses, and more)
  • Landing pages that provide information and facilitate actions
  • Thought leadership blog and articles for the Awareness stage
  • Product-specific pages for consideration
  • Testimonials for the Conversion stage
Organizing your content in such a framework enables you to find and fill content gaps while creating a comprehensive plan to address each persona in the customer journey.

Include Messaging Channels

You can use many avenues to engross prospects in an ABM campaign. Any medium that you use to communicate directly can be effectively utilized.

So, it's essential to focus on the most popular ABM channels like LinkedIn, Email, and telecommunication. Each method has its benefits and effectiveness to get your message to the right people in the right way. Here, you will understand how to go with it these channels:

LinkedIn
LinkedIn is the most utilized channel for ABM campaigns because of its messaging capability and enrichment abilities. It consents you to send messages for free. Additionally, you promptly gain all of their professional information when you connect with a contact, including roles and email ids.

However, the best part of LinkedIn outreach is you are considered as a person, not a bot, when you reach out to contacts. In addition, you have a profile and a resume, which humanizes you. Due to these factors, LinkedIn is one of the most accurate and up-to-date B2B outreach platforms available, as everyone constantly updates their LinkedIn profile with professional milestone information.

Having being beneficial, keep in mind that there are some limitations with LinkedIn—you can send approximately a hundred connections per week. This being said, you can use this channel for the most important contacts on your list.

Email
Email's largest advantage is that it doesn't have a character limit on initial outreach messages. Thus, you can write as much as you want. However, some trade-offs go along with that freedom.

As email being cheap, automatable, easy to use, and can reach thousands of contacts at a time, it's utilized by almost every B2B marketer. But, at the same time, this results in the clogged inbox situation, creating spam filters due to high levels of outreach competition. In addition, this makes consumers suspicious of emails received from unrecognized senders.

But the good news is that you can purchase email tools to help manage your email outreach campaigns. These can automate email message sending to ensure that you're constantly optimizing your outreach to prospects. Emails are a must-have for an effective email outreach campaign, which will exponentially surge your reach, make you smarter with analytics, and create an effective ABM campaign.

Telecommunication
Phone outreach is the most effective channel to outreach. It also gives you a chance to really get to know your prospective customer and their fears and dreams so that you can:
  • Figure out if your product would be a good fit for the customer.
  • Know how to quickly and effectively communicate the value of your product to that customer.

Retarget

Once you set up accounts with the proper channels that you plan to push people to with your ABM outreach, you can create simple retargeting ads that guide them further through the customer journey. These ads will result in Calls to Action that offer case studies or white paper resources on your solution or industry to give your prospects market insights and real-world examples of how your solution can benefit companies.

On top of it, when getting your logo and message in front of prospects again, retargeting ads perform splendidly compared to traditional methods. For example, a recent MarketLand article explained that retargeting ads often have Click-Through-Rates of "0.30%-0.95%, which is 3-10x costlier than the industry average."

Resultantly, you must pay close attention to who your audience is that you're serving these ads to, as well as where and how often you're delivering them. It may seem overwhelming at first, but it'll get easier over time. A properly executed account-based campaign will provide the results you want. Doing this will allow you to reap the enormous rewards that retargeting can bestow upon your ABM campaign.

Frequently Asked Questions

What is an ABM marketing campaign?

Account-based marketing (ABM) strategy concentrates resources on a set of target accounts within a market. The campaigns designed are to engage each account, basing the marketing message on the specific attributes and needs of the account.

How do I make an ABM campaign?

Follow these steps to make an effective ABM campaign:
  • Create a team that is dedicated to ABM only
  • Clear your goals and then make a strategy
  • Find your technology
  • Identify the right accounts
  • Pick the right channels
  • Execute your campaigns
  • Measure everything
  • Choose messaging platform
  • Spread relevant content (messages)

Why is ABM important?

ABM supports structure marketing efforts and resources on your key accounts to drive the most revenue. Doing ABM will maximize the efficiency of your B2B marketing resources. It will also help build the communication channel with sales to have an aligned sales and marketing organization.

Spotlight

The Mezzanine Group

The Mezzanine Group is a business-to-business (B2B) marketing company. We build B2B lead generation machines and help companies accelerate revenue growth through effective sales and marketing. We've helped over 250 businesses over the last 15 years in emerging and mature industries, typically increasing lead generation by 30 - 100%. We're known for our B2B expertise, systematic approach, strategic thinking and execution excellence.

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Common Room Introduces New HubSpot Integration to Bring Community Intelligence to the Modern Sales and Marketing Tech Stack

Common Room | September 12, 2022

Common Room, the intelligent community growth platform for today’s fastest-growing companies, announced today at INBOUND 2022 an integration with HubSpot to deliver actionable community user insight across the tools in today’s go-to-market (GTM) tech stack. The new integration is the first of its kind, offering revenue leaders unprecedented visibility into their community-led funnel to improve prospecting, lead qualification, sales velocity, and revenue growth. The integration is currently in beta; sign up here to participate in the preview program. Digital transformation has fundamentally changed the way software is built, adopted, and procured. As the industry has continued to shift the software development lifecycle to the left, budgets for developer tools, SaaS, and other technologies have also shifted. As a result, the buyer's journey has expanded and the role of user communities in influencing purchase decisions has dramatically increased. This creates a challenge for modern software companies and digital-native brands who have less control over how and where their product and solutions are being discussed as well as less time for sales teams to engage with prospects before a purchase decision is made. Marketing teams have limited visibility into this critical part of their pipeline with no way to connect the work being done by developer relations and community teams to their marketing platforms and customer relationship management (CRM) tools to improve performance, deal velocity, and growth. Common Room solves these problems by bridging the gap between community and traditional GTM engines. Developer relations and community teams use Common Room’s machine learning-enhanced unified community intelligence, intelligent context, and informed action layers to understand, engage, and activate communities at scale. Common Room delivers critical insights that signal buying intent, uncover potential opportunities, and inform GTM strategies and sales plays. By bringing community intelligence to the modern marketing and sales tech stack, GTM teams can now: Understand community impact and take action using this data across their entire sales and marketing funnel. Increase seller efficiency by empowering them with a 360-degree view of prospects and current customers to identify new opportunities, increase lead score accuracy, and improve forecast precision. Tie community-focused investments to tangible business outcomes and ROI like impact on annual recurring revenue (ARR) and customer growth. This allows business leaders to make more informed decisions about where to invest to take advantage of market opportunities and how to best support their customers to increase retention. “Common Room has helped hundreds of organizations build and grow strong communities with the implicit understanding that these communities are and will increasingly be critical for business growth,” said Linda Lian, Co-founder and CEO at Common Room. “Bringing community intelligence into HubSpot makes this understanding explicit. Investment in community was something that organizations knew they needed to do—to benefit both their community members and their business. Now companies can clearly understand the business outcomes of those investments, improving performance across all functions from GTM to product development, support, and customer success.” “Common Room has helped hundreds of organizations build and grow strong communities with the implicit understanding that these communities are and will increasingly be critical for business growth,” said Linda Lian, Co-founder and CEO at Common Room Read more about today’s announcement on the Common Room blog. The HubSpot integration will be available to Common Room Enterprise customers at general availability. To participate in the Common Room HubSpot integration preview program please register at https://www.commonroom.io/hello/hubspot/. To access Common Room for free and start getting closer to your community today, visit www.commonroom.io/. About Common Room Common Room is the intelligent community growth platform that helps organizations deepen relationships, build better products, and drive business impact. Common Room brings together community engagement, product usage, and customer data into a single place, and uses intelligence to surface actionable insights so teams can discover what’s most important, nurture advocates, collaborate more effectively, and measure outcomes. Today’s fastest growing companies trust Common Room to power their community growth, including Asana, Chainlink, Confluent, Figma, Grafana Labs, HubSpot, Notion, Webflow, and more. The company is backed by Greylock Partners, Index Ventures, and Madrona Venture Group and is headquartered in Seattle. To learn more, visit www.commonroom.io or join Common Room’s own community, Uncommon.

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RollWorks' ABM Play Generator Makes it Easier for Anyone to Start Their ABM Journey

RollWorks | September 16, 2022

RollWorks, the account-based marketing (ABM) platform and division of NextRoll, today made it even easier for anyone to start their ABM journey. In partnership with Bombora and Sendoso, the company launched the RollWorks ABM Play Generator, an intuitive but easy to use, free tool that gives anyone actionable ABM plays, personalized for their individual business goals. By answering five simple questions such as "What Primary Impact are you Looking to Make with ABM?," anyone can receive an instant custom ABM play with easy steps to put into action immediately. They will also receive a copy, a recommended bonus play, and marketer-to-marketer video walk through. The ABM Play Generator is ideal for B2B marketing professionals at companies with more than 20 employees, and those in SaaS or professional services organizations. "Whether you're just getting started with ABM or looking for some fresh ideas to add to your current ABM programs, there is no one-size-fits all approach to ABM. The new RollWorks ABM Play Generator is a clever, super easy to use tool that gives any business an immediately actionable ABM play based on your unique circumstances," said Jodi Cerretani, VP of Revenue Marketing, RollWorks. All RollWorks ABM Play Generator plays include steps to engage target audiences, calls to action, suggested channels, measurement, and pro tips, and are rated according to play cost, difficulty to execute, and outcome. Snapshot of popular plays: The ABMifier: Fire Up Your 1: Many Channels: Ideal for B2B professionals who may experience flat pipelines despite incoming leads, the feeling of being ignored when passing leads to Sales, and needing more leads. The Pipeline Cruncher: Action In-Market Accounts to Fill Demand Gap: For these marketers who need to hit their pipeline goals, this play recommends to: Start with your high-fit accounts; segment your high-fit, high engagers; identify key personas in high-fit, highly-engaged accounts; and examine trends based on latest activity data. The Quality Qualifier: Nurture "Fit" Accounts to Pass Off Sales-Ready Accounts: For professionals who may use account scoring that may not be specific enough or ensure quality MQAs, need more MQA handoff opps from Sales, need to go beyond lead scoring's opted-in leads to show the entire potential of unknown buyers at an account. "The RollWorks ABM Play Generator is a creative tool to help account-based marketers build a play relevant to their business and the impact they're looking to make with ABM. It provides useful tips and recommended actions that are easy to understand for marketers just beginning their ABM journey." – Marissa Carter, Demand Marketing Manager, Bombora "The RollWorks ABM Play Generator is a creative tool to help account-based marketers build a play relevant to their business and the impact they're looking to make with ABM. It provides useful tips and recommended actions that are easy to understand for marketers just beginning their ABM journey." – Marissa Carter, Demand Marketing Manager, Bombora "Sendoso is really excited to partner with RollWorks on the ABM Play Generator. It's a fantastic tool to get real and actionable ABM recommendations that you can put to work immediately to help hit your H2 pipeline goals." – Mollie Leon, Senior Demand Generation Manager, Sendoso Learn more and get your free, customized ABM play today. About RollWorks RollWorks, a division of NextRoll, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue. Powered by proprietary data and machine learning, RollWorks' solutions address the needs of organizations large and small — from those with best-in-class ABM programs to those just beginning their exploration. By empowering teams to identify their target accounts and key buyers, reach those accounts across multiple channels, and measure program effectiveness in their system-of-record, RollWorks is an indispensable platform for marketers and sellers who believe that an account-based approach is just good business. To learn more visit www.rollworks.com.

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LeanData Announces Winners of the 2022 OpsStars Awards

LeanData | September 17, 2022

LeanData, the modern revenue orchestration platform for today's growth leaders, today announced winners of the 2022 OpsStars Awards, the industry's first awards program designed to celebrate operations leaders forging new paths to revenue growth in B2B. Now in its fourth year, the OpsStars Awards recognize the strategic contribution, innovation and impact of revenue leaders within the global operations community. "Operations has always been the backbone of go-to-market strategy, execution and ultimately revenue growth. But within recent years, this strategic and mission-critical function has truly emerged as the superhero of the modern revenue engine," said Evan Liang, CEO of LeanData. "Operations has always been the backbone of go-to-market strategy, execution and ultimately revenue growth. But within recent years, this strategic and mission-critical function has truly emerged as the superhero of the modern revenue engine," said Evan Liang, CEO of LeanData. "We're pleased to shine a light on the leading innovators in operations, whether they're early in their careers or veterans in the field. Congratulations to all those who shared their impressive success stories this year." Winners of the 2022 OpsStars Awards are: Account-Based Program of the Year Winner: Expedient Buyer Experience Impact Award Winner: Shopify Digital Transformation Award Winner: Saviynt Go-To-Market Agility Powered by Operational Excellence Winner: Maxio Lead Management Program Transformation of the Year (Emerging Enterprise) Winner: Everbridge Lead Management Program Transformation of the Year (Large Enterprise) Winner: Dell Technologies Most Cutting-Edge Ops Program of the Year Winner: Similarweb OpsStar of the Year Winner: Travis Henry, Director of Sales Development Operations and Enablement, Snowflake Since its inception, OpsStars has established itself as the definitive community and conference for operations professionals, bringing together thousands of B2B sales, marketing, customer and revenue operations leaders into one place for sharing best practices, career development and networking. The OpsStars Awards are a natural extension of this community, recognizing both the increasingly strategic role operations professionals play in driving revenue as well as the ground-breaking innovations many of these leaders are driving in their own organizations. Held alongside Salesforce's Dreamforce event, the seventh-annual OpsStars 2022 conference will take place September 21-22 at The San Francisco Mint in San Francisco, Calif. To register, visit www.ops-stars.com About LeanData Today's growth leaders are powering their B2B selling with LeanData, the gold standard in modern revenue orchestration and an essential element of the modern RevTech stack. The LeanData Revenue Orchestration Platform, powered by No-Code Automation, simplifies and accelerates coordination of all the plays, people and processes needed to transform buyer signals into buying decisions. LeanData is inspiring a global movement among its 800+ customers and community of 5000+ OpsStars worldwide, empowering them with revenue operations excellence that translates into compelling buyer experiences and competitive advantage. See www.leandata.com.

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