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A Pragmatic Guide to ABM Success
- 5. Agenda ▪ ABM Challenges ▪ The OBM Framework ▪ Keys to Success ▪ Goals & Objectives ▪ Crafting a Strategy ▪ TheTech Stack ▪ Selecting Accounts ▪ 1:1 vs. 1:Few ▪ Personas ▪ ABM Content ▪ ABMTactics ▪ Q&A
- 6. Common ABM Challenges ▪ Lack of sales & marketing alignment ▪ Metrics that aren’t aligned with buying stage ▪ Accounts based purely on sales wish list ▪ Failure to identify account-specific narratives ▪ Lack of relevant content OR attempting to “make do”
- 7. The OBM* Framework ▪ Based on the SiriusDecisions Demand Waterfall® ▪ Groups accounts & buying centers into stages based on engagement and intent ▪ Each stage has its own objectives and success metrics ▪ Helps inform appropriate channels & tactics ▪ Makes it easier to show ROI based on stage- appropriate metrics *Opportunity-Based Marketing
- 8. The OBM Framework Target Audience: Matches ICP but no 1st or 3rd party engagement Objective: Awareness & Engagement KPIs: Reach & Engagement Common Tactics: Content Syndication, Programmatic, Search, Paid Social Active Audience: 3rd party intent but no 1st party engagement Objective: Generate initial 1st party engagement KPIs: Account score; 1st party engagement Common Tactics: Direct Mail, Content Syndication, Paid Social, Programmatic, Search Engaged Audience: Demonstrated 1st party engagement; Not yet marketing qualified Objective: Marketing qualification; Early Sales Discovery KPIs: MQA Common Tactics: ABM Display, Email Nurture, Direct Mail, Social Selling Prioritized Audience: Buying center and or account is marketing qualified Objective: Sales qualification of MQA-designated buying centers KPIs: SQA Common Tactics: 1:1 Sales Outreach, Email Nurture, Direct Mail, ABM Display Qualified Audience: Buying center is BANT qualified Objective: # Qualified Meetings; Pipeline Velocity KPIs: Pipeline Velocity Common Tactics: 1:1 Sales Outreach, Email Nurture, Direct Mail, Private Events EDUCATION SOLUTION SELECTION Pipeline Audience: Opportunity close date set; Final step of decision process Objective: Decision/close KPIs: Pipeline Value; # of Opportunities Common Tactics: 1:1 Sales Outreach; BOFU Content (likely delivered 1:1 by sales)
- 9. Example #1:Target Demand • Accounts that match ICP (ideal customer profile) but haven’t demonstrated intent or engagement Metrics: Engagement at target accounts, Account coverage/awareness, Engagement minutes, % conversion to Engaged Demand (next stage) Objectives: Generate awareness and engagement Tactics: Programmatic Ads, Paid Search, Paid Social, Content Syndication, Chat
- 10. Example #2: Qualified Demand • Accounts that are Sales Accepted (confirmed need and timing but not fully BANT qualified) Metrics: Sales Qualified Accounts (SQAs), full BANT qualification Objectives: Meetings, Pipeline Velocity, Achieve full BANT qualification Tactics: 1:1 Sales Outreach, Direct Mail, Private Events, 1:1 Social Selling
- 11. 5 Keys to ABM Success Setting the right goals 01 Aligning with sales on success metrics 02 Selecting high- propensity accounts 03 Knowing your personas 04 Crafting relevant, account-specific narratives 05
- 12. ABM Goals & Objectives Goals Objectives Generate (X) Opportunities withinTier 1 accounts Increase Average Sale Price by X% within (Y) months Gain meetings with (X) new buying centers at (Y) existing accounts Net New Accounts Accelerate Pipeline Upsell/ Cross-Sell
- 13. Micro-Level Objectives ▪ Detailed, stage-based objectives and KPIs (based on the OBM framework) ▪ Ensures alignment between marketing and sales on goals for each stage ▪ Provides an additional layer of accountability Example micro-level objectives Generate measurable engagement at (X)% ofTarget Demand accounts Convert(X)% ofQualified Demandaccounts toSQAs (Sales Qualified Accounts)
- 14. Crafting ABM Strategy ▪ Identify pain points, motivators for each key persona ▪ Develop value narratives for each account or buying center by persona ▪ Identify appropriate channels, tactics, plays (based on OBM stage) ▪ Evaluate content library vs. ABM narrative (personas, accounts) ▪ Assess need for new or repurposed content
- 15. Evaluating theTech Stack ▪ ABM is a tech-driven strategy ▪ The right technology enables efficiency, scale, measurement ▪ Do you need a dedicated ABM solution?
- 16. WhereTechnology Can Help ▪ Account scoring (e.g. engagement minutes, awareness, MQAs) ▪ Lead-to-account matching ▪ Multiplayer sales & marketing plays ▪ Account-specific advertising ▪ Web personalization (including chat) ▪ Content experience personalization (e.g. account-curated landing pages) ▪ Attribution/reporting
- 17. SelectingTarget Accounts ▪ Art + Science ▪ Art = list provided by sales or within a target industry ▪ Science = list based on system-based criteria (e.g. intent data, lookalike accounts) ▪ Ideally, accounts should meet ICP criteria AND show some level of engagement ▪ Intent data can be a useful tool, but only as a signal or data point ▪ Account lists can also be Static or Dynamic, i.e. a finite list that doesn’t change, or a list that can change based on additional input
- 18. 1:1 vs. 1:Few vs. 1:Many 1:1 1:Few ▪ Segmented to a single persona or industry ▪ Campaigns are less personalized, but require less $$ per account, and can be a lower risk due to the larger pool of accounts ▪ Best for mid-OBM stages 1:Many ▪ Traditional Demand Gen orTarget Account Marketing ▪ Option for accounts that fit ICP but aren’t onTarget Account List ▪ Segmented to specific accounts or buying centers ▪ Campaigns are more personalized, but require greater $$, more work, and are a higher risk ▪ Generally speaking, 1:1 campaigns have greater ROI at later stages
- 19. Understanding Personas ▪ Key for success: identifying personas and their pain points and motivations ▪ Likely that purchase decisions involve 2-3 personas in each buying center ▪ Identify key personas (of genuine influence) within each account ▪ Identify key pain points and motivations for each persona ▪ Develop value narratives that speak directly to those findings
- 20. ABM Content ▪ Account-personalized content is the ideal, but in practice, most ABM marketers personalize content by persona, and ads by account (except for 1:1) ▪ What existing content do we have that speaks to persona pain points? ▪ Are there key aspects of the selected narrative that we don’t have content for?
- 21. ABM Content ▪ What new content do we need to create? ▪ Can we repurpose existing content for different accounts or personas? ▪ Does the content reflect not only personas but also buying stage? ▪ What content has proven to be effective for these personas in the past?
- 22. ABMTactics Education Solution Selection Objectives Awareness & Engagement Marketing & Sales Qualification Meetings & Pipeline Segmentation 1:Many 1:Few 1:1 ProgrammaticAdvertising Paid Search Paid Social (e.g. LinkedIn) 1:1 Social Selling (e.g. Navigator) Content Syndication Direct Mail Email 1:1 Sales Outreach Web Personalization & Chat
- 23. Summary ▪ Select accounts based on some level of data intelligence (ex: engagement, intent) ▪ Group accounts or buying groups by OBM stage ▪ Define goals & objectives that align with buying stage ▪ Ensure buy-in on those objectives by key stakeholders ▪ Identify key personas, pain points, and motivators ▪ Craft narratives that align with personas and buying stage ▪ Assess existing content & develop/repurpose as needed ▪ Evaluate tech stack for viability, functionality, gaps ▪ Select plays, channels & tactics consistent with buying stage ▪ Design, build, execute, optimize
- 24. Resources ▪ Ebook: Pragmatic Guide to ABM Success ▪ Blog: www.spearmarketing.com/blog ▪ Resource Center: resources.spearmarketing.com ▪ Email: howard@spearmarketing.com