The document outlines an Account-Based Marketing (ABM) strategy for FortyTwo Agency, focusing on micro demand generation and growth. It details the process of selecting target accounts, designing custom campaigns, and measuring effectiveness using Salesforce and HubSpot. Key components include aligning sales and marketing, leveraging various online and offline tactics, and tracking metrics for engagement and conversion.

1. ABM Strategy
42+ Agency - a Micro Demand Generation / ABM / Growth
Shop
https://fourtytwo.agency

2. How do we put an ABM
Plan in place

3. Understand
the State of
the Database
- X Companies.
- A Hot Accounts
- B Warm
- C Cold Accounts.
- Accounts with Contacts:
- Y
- 1 Contact: A
- 5+ Contacts: B
- Opportunities
- Hot: Q
- Warm: W
- Cold: E

4. How do we engage more accounts?
● A holistic ABM approach
○ Drive more meeting for sales
○ Generate awareness of Brand X within accounts
○ Custom campaigns for accounts with higher ICP fit.
● Online / Offline mix
○ Content Partners & Publishers
○ Events
○ Direct Mail
○ Account Based Advertising (RollWorks/ListenLoop)
○ Custom Audiences (Google Ads & Social Ads)

5. ABM Campaign Process

6. Sales &
Marketing
Alignment.
● Pick target accounts
(Sales/Marketing)
● Design a campaign
around target
accounts (marketing)
● Measure results

7. Account Selection
● Select top 5 Accounts for the sprint.
● If contacts are not in database - source via third party.
● If contacts are in database, augment any missing data.
○ Mailing address
○ Name / Email / Phone
○ Job title / role
○ Company Name /
○ Other critical information

8. Campaign Design
● 8 touches minimum per contact / account.
● Marketing to own the campaign ops. Everything driven via Hubspot.
● Example of tactics:
○ ABM Ads
○ Marketing email warm up → Blog Post
○ Sales Call
○ Direct Mail
○ Sales Email
○ Event Invite
○ Social Media Swarming

9. Measurement
To measure effectiveness of the approach, we will use Salesforce
Campaigns in conjunction with Hubspot Campaigns
Why Salesforce Campaigns?
We are not creating net new contacts. With the traditional attribution
model (first touch) it is relying on lead creation.
Original Source (HS) shows us how they heard about us.
With Campaigns we can measure what campaigns drove them to be a
Opp/Customer.

10. Example ABM Plan
From Bizible

11. STAGE TOP OF FUNNEL MIDDLE OF FUNNEL BOTTOM OF FUNNEL WON OPPORTUNITY LOST OPPORTUNITY
STRATEGY Introduce target accounts to brand and benefits of product Prioritize and transition interested accounts from
education to sales
Convince and convert to
customers
Create advocates; leverage
that content with prospects
Lost is only temporary, keep
on pulse for future sale
METRIC Engagement Pipeline Revenue Referrals Recovery Rate
SECONDARY
METRICS
Awareness and Net New Accounts / Contacts Opportunities Velocity / Sales Cycle and Win
Rate
Net Promoter Score (NPS) N/A
SALES &
SUCCESS
Account Development Rep (ADR)
Follow on social from ADR account
Persona prospecting with some engagement score-based and personalized outreach
Account-based contact sequence
Pre-event appointments to stop by tradeshow booth
Re-prospect returning visitors
Account Executive (AE)
Follow on social from AE
account
Account Manager (AM)
Follow on social from AM
account
Swag ‘welcome kit’
Tutorials & Workshops
Account Executive (AE)
Re-prospecting
DEMAND Audience: Master Target Account List
Event sponsorships + pre-event efforts (parties,
sweepstakes)
Field marketing: parties
ABM orchestration platforms
Paid search (net new contacts)
Paid social: gated/ungated educational content (net new
contacts)
Display (net new contacts)
Lookalike audience prospecting
Direct Mail: postcards, branded swag, gift box, physical
books
Industry alliances
Audience: Engaged Accounts
Event sponsorships (include element of targeted
engagement - e.g. call out key contacts/accounts)
Field marketing: educational sessions
Paid search
Display and retargeting (higher bids)
Paid social: product content, case studies
Direct Mail: postcards, branded swag, gift box,
physical books
Audience: Open Opps
Field marketing: educational
workshop sessions, dinners,
sales trips
Paid search
Paid social: competitive, case
studies
Display and retargeting (highest
bids)
Direct Mail: postcards, branded
swag, gift box, physical books
Exec-to-Exec campaign
N/A Remove from marketing target
account list for specific time
period

12. Operational
Use Hubspot Lifecycle Stages in conjunction with status.
- Hubspot can set the contacts associated with the accounts to the
right status if the account or contact status changes.
Upload lists via Hubspot:
- It retains the name of the file it was uploaded from. Creates an audit
trail.
Always Assign contacts / assets to campaigns:
- Enables us to measure campaign touches

13. Resources
Design:
- Ad creatives / Landing Page (images/design)
Content:
- Long form content / Blog Posts
Sales:
- Accounts / Sales outreach / Events / Social Selling
Technology:
- ABM Ads / Reserve IP lookup/ Contact Enrichment
People:
- Upwork / Research /

14. Thank you
Questions / Comments / Concerns or Typos?
kamil@fourtytwo.agency