You can’t become an expert in anything overnight, and ABM is no exception. To be successful, an ABM strategy must be tested and optimized to reach its full potential. It takes trial and error to strike a balance between what buyers need and your goals as a marketer. Learn how LookBookHQ went from basic ABM to an all-in account-based selling and marketing strategy by testing, iterating, and refining their approach over time.

1. Going All in on ABM:
18 Months of Agile Account
Based Marketing

2. Nice to Meet You!
• VP of Marketing, LookBookHQ
• Demand Gen Marketer at Heart
• Big Marketing Nerd
• Native New Englander
• Hono(u)rary Canadian J

3. What’s the Big Deal About Target Accounts?

4. What does “Doing ABM” really mean?
THIS
NOT THIS

5. Adopting Account Based Selling AND Marketing
You can’t have one
without the other.

6. Our 5 Step Agile ABM Process
• Evaluate the A: Target Account Tear Down
• Sprinkle in Some M: ABM Light
• Narrow the Beam: Tighten the Target
• Revisit the Goal: It’s About Selling
• Get Serious: Going All in on ABM

7. Step 1.
Evaluate the A’s

8. “Target accounts should be the
fastest path to ARR [and
advocacy].”

9. Target Account Tear Down
GOAL: Take more high percentage shots

10. ICP 1.0 Basic Demographic &
Firmographic Attributes
revenue, MAP, industry, geo
More Advanced
Technographic &
Firmographic Signals
year founded, Alexa rank,
amount of tech in use, etc.
The Cohort:
• Current customers;
won/lost opportunities
• Controlled for noise
The Goal:
• Find the most common
attributes of successful
outcomes
• Identify the stuff we don’t
already know

11. 75 Target Accounts Working
Won
Lost
Recycle
Recycled
Nurture Program
Retargeting
Qualified SQL Happened Opp Created
BDR Outbound
Cadence
Operationalizing the ICP

12. Step 2.
Sprinkle in Some “M”

13. That’s a lot.
“ABM Light”
Targeted, not customized

14. Phase 1 Results
MQL
SAL
SQL
SQO
Increased Conversion:
• MQL to SQL = 15%
• SQL to SQO = 22%
1.5 – 2X ACV from ICP Accounts
Stronger Funnel
Performance Top to
Bottom

15. Step 3.
Narrow the Beam

16. Psychographic Fit
Demo & Techno Fit
+
“Mature Tech Stack”
ICP Score
Spend Potential
+
ICP Score
Account Tier
Early Adopter /
“Performant
Marketer” Profile
Tighten the Target
+
+
=

17. I think there’s a
smarter way…

18. Step 4.
Revisit the Goal

19. That’s a lot. ü Geography
ü Mid-Market/Enterprise
ü Non-Target Demand
It’s All About Selling…

20. Step 5.
Get Serious

21. Going All in on ABM
Messaging & Channels
Focus Segment
1. Free Trial Activation Free Trial on website
2. Better Buying Signals Use analytics tech.
3. The Key to ABM Success Use ABM tech.
4. Content Activation All accounts - default

22. Going All in on ABM
Operations & Data

23. Going All in on ABM
Campaigns & Programs

24. Going All in on ABM
Content & Conversion

25. Going All in on ABM
Alerts… Galore!
Target Accounts:
• Visitor Session
• FMB (Fast Moving Buyer)
• Webpage Visit
• Form Submission
• Event Status Change
• Webinar Status Change
Non-Target Accounts:
• Standard Demand Funnel (MQL)
• FMB

26. Results… So far.
60% 18% 13%
Responded Binged (FMB Rate) Qualified

27. Any questions?