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5 Steps to Launch a Full-Funnel ABM Strategy

The document outlines a five-step strategy to launch a full-funnel Account-Based Marketing (ABM) approach: identify priority accounts, map the buying team, create a compelling story, design an engagement plan, and enable sales to win. Each step focuses on specific criteria for account selection, understanding team dynamics, crafting tailored messages, and equipping sales teams with useful resources. The strategy aims to improve engagement, increase deal sizes, and enhance win rates within targeted accounts.

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5 Steps to Launch a Full-Funnel ABM Strategy Perri Garner | Director of Account-Based Marketing
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3 To the enterprise and beyond!
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5 Steps To Launch A Full-Funnel ABM Strategy 1 Identify priority accounts 2 Map out the buying team 3 Create the story 4 Design the engagement plan 5 Enable sales to win
Identify Priority Accounts 1
CRITERIA: • Fit: How interested are we in them? Attributes that match our ideal customer profile (ICP) - Firmographic - Technographic, - Account score • Intent: How interested are they in us? Behaviors and/or in-market signals - Offsite research behavior (keyword search, online content consumption) - Onsite activity on docusign.com Account Selection 300ACCOUNTS ABC Financial ABC Financial ABC Financial
Map Out The Buying Team 2
BUYING TEAM Function/Department Titles Decision Maker Operations SVP, VP, AVP, or Director of Digital/Operations Consumer/retail banking business head: • Depository services • Consumer lending • Credit cards • Small business lending • Mortgages (out of scope) SVP, VP, AVP, or Director of Consumer Banking, Lending, New Accounts, New Business, Credit Cards, Small Business, Mobile Banking, Retail Banking/ Products Influencer IT SVP, VP, AVP, or Director of IT/ Technology Digital Strategy /or Transformation SVP, VP or Director of Digital, CX/ or Transformation Compliance SVP, VP, AVP, or Director of Compliance Potential Blockers Legal General Counsel, Assistant General Counsel Procurement SVP, VP, AVP, Director of Procurement Exec Sponsor C-Suite, Senior exec COO/CIO/CTO/Chief Digital Officer/EVP of Innovation/CX Buying Team Matrix Who within each account are we trying to engage?
Create The Story 3
Design The Engagement Plan 4
Plan On A Page DEMAND ENABLEMENTBUYING TEAM AWARENESS Messaging and content built for retail banking personas. Evergreen brand awareness and air cover Tailored web landing page with relevant content Stage-based offers to continue the conversation online and offline Real-time alerts, enablement, and contact acquisition to drive opportunities with engaged accounts Banking/Lending Experience Retail/Sales Operations IT / Apps / Systems Legal / Compliance Social Native Display Advertising docusign.com/banking Events & Webinars Email Nurture Content Syndication Account Alerts xDR Follow up MDR Prospecting Contact Acquisition Retargeting
Enable Sales To Win 5
• Content Whitepapers, fact sheet • Email sequences Persona-based templates • Competitive battle card • Discovery questionnaire • Email signature banner • Account list • Alert training deck • Weekly standups! Enablement Toolkit
Is It Working?
In Just 3 Months… 18% 26% 2% of target account list has at least one opp higher average deal size higher average win rate
Sales Feedback
Guiding Principles RELEVANT AND TARGETED FULL FUNNEL AND MULTI-TOUCH INSIGHT RICH ALIGNED WITH SALES
Thank You!