0 to ABM
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FROM 0 TO ABM (account-based marketing).
If you plan to add ABM to your marketing and sales ops, here are 9 steps to going from 0 to ABM.
1. Team alignment including:
Goals
Metrics
ICP includes qualification criteria
Accounts
Challenges and ways to handle them
Segment value prop and positioning
2. Tier segmentation.
All accounts were not created equal and require different marketing & prospecting approaches.
3. The minimal viable skillset
One of the most common myths about ABM is that you need advanced marketers that know how to run sophisticated ABM software.
The skills required to run the pilot campaigns are copywriting, account research and sales.
4. The minimal viable stack.
You don't need to purchase an expensive software right from the bat. All you need is an account enrichment platform (e.g. Clearbit), intent data (e.g. Leadfeeder), CRM, platform for personalized content hubs (e.g. Paperflite), and LinkedIn Sales Navigator.
The total cost might be less than $250/monthly.
5. Starting small.
Instead of launching a mass ABM campaign, use 1-1-1-1-10 principle:
1 marketer - 1 SDR - 1 geo market - 1 vertical - 10 accounts max.
While first campaigns will generate opportunities, most of them will be about learning and refining messaging, account research, and account qualification.
6. Responsibilities and timeline.
It's crucial to define who will be in charge of what, define a list of tasks, and block these tasks in the calendar, so your campaign won't fail because of lack of commitment.
7. Develop a simple ABM campaign structure including:
list building
account enrichment & research
warm up
activation
follow-ups & nurturing
8. Dashboard with the most important metrics.
Everybody should be aligned with metrics and know how to evaluate the efficiency of the campaign.
9. Integrate ABM in your marketing and sales ops.
Everybody has other tasks and responsibilities. Make sure there is no overlap with ongoing marketing campaigns and plan how to turn a pilot campaign into regular operations.
In this video we break down each of the steps to go from 0 to ABM with Vladimir Blagojević.