The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Strategy for 2024

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Copyright © 2023 Demandbase
The Magic ABM Potion: Key Elements
to Think About When Creating Your
ABM Strategy for 2024
Stephanie Quinn
Director, Integrated Marketing
Ashley Long
Director, GTM Operations and
Forecasting

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Copyright © 2022 Demandbase 2
Agenda
● The Art & Science of
Segmentation
● Segmentation Strategy
for…
○ Accounts
○ Campaigns
○ Personas
○ Activities
○ Metrics

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The Art & Science
of Segmentation

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Market Segmentation
Use precision brushes, not paint rollers
• Broad strokes without market segmentation leads to inefficiencies of accounts
not in-market or who are not qualiﬁed
• You need to use a precision brush to focus on the right accounts, delivering the
right message, at the right time
of marketers say they suffer from
inaccurate targeting, according to
Forrester.
35%

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Account-Based Experience
A go-to-market strategy that uses data and
insights to orchestrate relevant, trusted
Marketing and Sales actions throughout the
B2B customer lifecycle.
A fundamental strategy that spans all your go-to-market
efforts; not a simple campaign or tactic

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Account
Segmentation

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TAM
Any account that could be a good fit for your
company (B2B, $X+ Annual Revenue)
ICP
Accounts with additional characteristics
(technographics, industries) to indicate a
stronger fit for our products
Target Account List
Accounts that are chosen by sales and
marketing to receive additional prioritization and
spend
Top Tiers
A small subset of the TAL chosen to receive the
most personalized/highest spend programs and
offerings
Account
Deﬁnitions Total Addressable
Market (TAM)
Ideal Customer
Profile (ICP)
Target Account
List (TAL)
Top Tiers
(Top 3/
Top 30)

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Start with your Ideal Customer Proﬁle (ICP)
• Revenue potential
• Sales cycle
• Technographics
• Firmographics (Industry, Company size, Geography)
• Aligned with the company’s objectives
(e.g., net new logos, upsells)
Example Of Common ICP Characteristics
of higher account win rates are
achieved by organizations with a
strong Ideal Customer Proﬁle (ICP)
TOPO Benchmark study
68%
• Aligned with the company’s topline strategy
(e.g., break into healthcare)
• No recent changes in the market that would
disqualify the account (e.g., new regulations,
recent acquisitions, divestments)
• Not disqualified by sales (e.g., The account
is loyal to a competitor)

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Account Tiering Intelligence
Journey Stage
Intent
Early Stage Opps
Length of Sales
Cycle
1:FEW
AE TOP ACCTS
Demandbase
ICP
1:FEW
Top Accounts
1:1
Strategic
1:MANY
Named Accounts
Ideal Customer Proﬁle
Data
SubVertical
Industry
Tech Stack
Account Type
Revenue
Number of Employees
Location
Website Visits
Sales Engagement
Contacts
Account Identification
Buying Committee
Business News
Marketing
Engagement
Technographics
Account Prioritization

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Copyright © 2022 Demandbase 10
Align with
Sales
Segments
& Focus
Areas
● Consider Sales Ownership &
Territories, such as:
○ Regional (NA, EMEA, APAC)
○ Account Size (Enterprise, Mid
Market, SMB)
○ Vertical / Industry (Financial
Services, Healthcare)

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Campaign
Segmentation

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Tier
determines
Spend per Account
Journey Stage
determines
Goal + Content
Segmenting by ABX Tier & Journey Stage

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Content & Budget Alignment
Top
Mid
Bottom
1:1
Awareness Intent Driven
● Thought leadership/Educational
● Ungated
● Infographics, Blog Posts, Webpages
Engagement Intent Driven + Personalized
● High Value Content
● Both Gated & Ungated
● Webinars, Ebooks, Demos, Live Events
Approach & Assets
Pipeline Acceleration
● 3rd Party Credibility
● Analyst Reports, Customer Stories
● ROI calculators
Ad Exposure Guidelines
Spend per account baseline
● $35 - $50
● 1,500 - 2,500 impressions
● $35 - $60
● 2,500 -3,000 impressions
● $60 - $75
Growth
Customers: Retention & Expansion
● Certification/Training, Leveled Courses
● How-To Content, Guides
● Upsell & Cross-Sell Content
● $60 - $75

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Drive Engagement:
Be a Resource across Buying Committee
Acceleration: Focus on
validation across the
buying committee.
Content Examples by Journey Stage
Brand Awareness:
Build a foundation of trust. Aware
Engaged
MQA
Opportunity
Customer
Post-Sale
Qualified
Journey Stage /
Campaign Goal
Drive engagement,
retention, and
expansion
Net New Contacts &
MultiThreading:
Offer higher-value,
gated content

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Multi-attribute segmentation:
• Industry
• Company size
• Journey Stage
• Customer vs Prospect
• Intent
• Geography
• Technographics
• Web traffic
• Persona
Layering in Multi-Attribute Segmentation

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Segments and subsegments will build campaign goals and prioritization:
Building Segments

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Entitlements define the constraints on
how many accounts you can afford in each
style of ABX.
Identify the amount of investment (time
and budget) you can spend on ABX, then
work backward to propose the number of
target accounts in your plan.

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TL;DR ABX Entitlements
● Digital $$
● Triggers
● Alerts
● Data Enrichment
● Contact Acquisition
1:FEW
AE TOP ACCTS
Tier 2
Tier 1
Tier 3
Quarterly Programs
Always On
High Value Offers
● VIP Invites
● M2M / ABX Sessions
● Direct Mail Sends $$
● 1:1 Account Pages
● Personalized Content
● Executive Fireside Chats
● Personal Branding Programs
● Themed Direct Mail
$

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Persona
Segmentation

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10,000
accounts
2,700
accounts
300
accounts
75
accounts
100
accounts
600
accounts
350
accounts
150
accounts
Retention
Cross-sell
Customer
Opportunity
Decision
Engaged
Awareness
Qualified
TAM Early Research & Planning In-Market to Buy Increasing LCV
Understand: which accounts, which people, and when
Meet your prospects and customers where they are! With the content and messaging they are ready for…
Account Score: 95
Lead Score: 83
Stage: Research and Planning
Product: MicroBiology Systems
Competitors: Alcon, Phillips

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Persona Segmentation
The right message to the right person

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Sales
The right message to the right persona
Persona B
Marketing
Persona A

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• Split key buying personas, decision
makers, or influencers into more specific
persona groupings
• Streamline strategies such as:
○ Program targeting
○ Sales outreach
○ Presenting metrics
○ Understanding account coverage
Target individuals with even more precision

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Activity-Based
Segmentation

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Building Campaign Objectives
Behavior Based Segmentation

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Product-Based Segmentation
• Segment identifiable activities
based on specific product interest
• Data Considerations:
○ Marketing Programs (CRM or
Marketing Automation)
○ Website Visits (Known or
Anonymous)
○ Intent Keywords

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Combine Product Interest with Other
Segments for Actionable Insight

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Segment Attribution by Opportunity Stage
Pre-SQL
SQL to
Pipeline
Pipeline to
Close
Multi-Touch Attribution

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Segmenting
Metrics & ROI

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Compare
Ad Lift by
Tiers of
Spending &
Industry
Benchmarks
Advertising Lift

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Account Engagement
Track Engagement Over Time
View Engagement Minute Trends by
Account Segment or Account Tier
Related
Metrics:
Historical
Engagement,
Unique
Engaged
Accounts,
Unique People
Engaged

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Journey Stage Comparisons
Track
Accounts
Through
Their
Journey
Quarter over Quarter

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Qualiﬁed Responses
Target
Persona
+
TAM
Account
=
Qualified

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Opportunity Tracking
Conversion
Rates to
Align
Marketing &
Sales

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● Example Goals:
○ % of Target Accounts engaged with
marketing programs per quarter
○ % of Target Accounts with an MQL or
an MQA (double funnel)
○ Pipeline and Closed Won Revenue
coming from the Target Account List
○ Velocity & Conversion Opportunity
Metrics
● Cohort is key!
● Keep Sales involved in the
process and the conversation
All Metrics
Should Have
TAL-Speciﬁc
Views
Some
Metrics
Should Have
TAL-Speciﬁc
Goals

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Check out our
Market
Segmentation
Playbook!
YOU’RE
DEE
BEST!

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Thank you!
YOU’RE
DEE
BEST!

The Magic ABM Potion: Key Elements to Think About When Creating Your ABM Strategy for 2024

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