The document discusses account-based marketing (ABM) strategies for small teams with limited resources. It provides three ways to "ABMify" programs: 1) Using display advertising for account targeting when inbound isn't effective; 2) Running personalized ads and cross-channel outreach to re-engage contacts in the database; 3) Focusing budget and efforts on tier 1 accounts showing highest intent by using intent data to narrow the target account list. The document also offers tips for small teams such as outsourcing certain functions and leveraging technology partners.

2. The account-based platform that’s been shown to deliver 5x the ROI compared to other ABM vendors
Trusted by:
IDENTIFY |ENGAGE |MEASURE

5. The ABMified Demand Gen Engine
How One Small Team Unlocked Big Team Growth

6. Agenda ・
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7. Getting to know Nick Ezzo & Auditoria
FORMERLY:
target accounts
marketing team members
customers
Auditoria
Auditoria helps modern finance teams accelerate
finance transformation by dramatically improving
cash flow performance.

8. Shifting your mindset
Going beyond inbound & taking an account-based approach

9. As a brand new company in a nascent market, investing heavily in inbound doesn’t make sense for us.
At any given moment, only a fraction of people are looking for finance automation or AI in finance—so
until people come looking for us, we have to go looking for them.
SEO can’t sustain a new business if there’s limited search around your solution. And if people don’t know
your product exists, they don’t know yet whether they need it.
For companies in budding markets, the most efficient path to building brand awareness isn’t in
inbound. It’s in targeted account awareness campaigns.
- , VP Marketing

10. ABM is at its essence...
...an objective, data-driven identification of high-value
accounts, and engagement of buying committees within
those accounts through coordinated marketing and
sales efforts to turn them into customers.

11. Identifying your audience(s)
ICPs, TALs, and tiering

12. Auditoria’s ICP & TAL

13. Building & tiering a target account list
Tier 3
Tier 2
Tier 1
15,000
accounts
1,500 accounts
150 accounts
1. Start with your ICP to identify known accounts in
your database that match those attributes
2. Use vendor data to find unknown accounts
based on fit data and intent signals
3. Collaborate with sales to evaluate the quality
of accounts and preliminary tiering
4. Use machine learning and predictive models to
score/tier your account list

14. 3 ways to “ABMify” your programs
Build awareness and drive engagement with the right accounts

15. 3 common challenges on small teams
1
Inbound isn’t
working
2
Fatiguing your
email list
3
Spreading your
efforts too thin
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16. 📣 When inbound isn’t bringing in the right people
Problem
You have a clear idea of our ICP and TAL, but you
don’t have a list of contacts already aware of you
Goal Turn unaware accounts into aware accounts
Audience
Unaware TAL (tiered if you are allocating budget
toward specific accounts)
Tactic
Launch display advertising campaigns for entire
buying committee (aka account targeting)
KPIs Website visits (3+ pages)
Don’t forget to:
👉 Use your own CRM data and de-anonymized web
traffic to make sure your ICP is on point
👉 Size up your TAL with your sales team and let them
know what action they need to take on newly aware
accounts
👉 Examine your funnel and make sure your
awareness ads have the right messaging

17. Auditoria Account Targeting Campaign
What is it?
● Account-based ad campaign
● Provides a lift for all marketing
activities
○ Email open rates
○ Website engagement
○ Form fills
○ SDR connect rates
● Reach finance and accounting
team members
● Focus on Top-of-Funnel offers like
eBooks
Goal: Maximize prospect interactions to
get to first meeting.

18. Auditoria Account Targeting Results
of TAL was reached of TAL accounts
reached visited the site
of TAL account visitors
became engaged
increase in number of
engaged TAL accounts

19. 📈 When you’re fatiguing your email list
Problem
You have contacts from your CRM that you’ve
been emailing, but you need to get increased
engagement to move them through the funnel
Goal
Turn unengaged accounts into engaged accounts
and contacts
Audience Unengaged accounts and contacts
Tactic
Run personalized, sales stage-based ads toward
contacts in your database. Supplement with
sales outreach or direct mail/gifting (aka
cross-channel contact targeting)
KPIs
Unique visitors, engaged visitors, total page
views, conversions
Don’t forget to:
👉 Set up integrations between marketing automation,
advertising, direct mail, email banners, etc.
👉 Map the entire buying committee for personalized
messaging based on role, industry, sales stage etc.
👉 Align with sales on what warrants follow-up and
how they’ll approach outbound

20. Auditoria Opportunity Nurture Program
What is it?
● Support Active Opportunities
for the Sales Team
● Reach unknown members of
the Buying Committee
● Focus on Bottom-of-Funnel
offers like ROI Guides
Goal: Increase deal velocity and win
rates.

21. 🎯 When you’re spreading yourself too thin
Problem
Your universe of target accounts is far too large
for your budget and sales team to work
efficiently, so you need to know who to prioritize
first
Goal
Build a sustainable pipeline with shorter deal
cycles
Audience
Target accounts showing higher levels of intent on
key topics related to your business
Tactic
Use intent data to narrow or tier your TAL and
focus your budget on tier 1 accounts
KPI
Engaged accounts, appointments booked,
opportunities created
Don’t forget to:
👉 Select intent topic clusters that align best with your
business
👉 Develop a clear plan for how you’ll allocate budget
across tiers

22. ABM in the age of COVID
When dinner is off the table

23. ABM in the age of COVID
Digital is on the rise
up 23% YoY, according to TOPO

24. Bonus tips!
How to get “big team results” when you’re strapped for resources

25. Creative production
Find writing & design
freelancers or agencies
to supplement in-house
Organic amplification
Combine PR and social
media to organically
amplify your efforts
Sales support
Can outsource SDRs for
following up & booking
meetings
Find technology
partners to enable &
optimize your programs
Tips for resource-strapped teams
Vendor partners

26. Auditoria’s martech stack
How the team uses tech to make it happen

27. The Auditoria Marketing Stack
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