ABM is a marketing strategy that focuses on specific target accounts or companies, rather than on a broader audience. ABM involves identifying key accounts that are most likely to make a purchase, and then tailoring marketing efforts to those accounts.

Traditional marketing is typically focused on reaching a large audience with a message that is intended to appeal to a broad range of people. ABM, on the other hand, is more targeted and personalized, and is designed to appeal to specific accounts or companies.

ABM can help to increase the effectiveness of marketing and salesforce outreach efforts by targeting the accounts that are the most likely to convert. This leads to higher conversion rates with higher value targets, shorter sales cycles, and increased productivity and revenue.

An effective ABM strategy starts with identifying the right target accounts based on intent data so you aren’t subject to trial and error in curating this list. We then create personalized content and messaging and deliver it at the right time through a variety of channels to influence your targets.

The success of an ABM strategy can be measured in a variety of ways including the number of new opportunities generated, the meetings booked/ conversion rate of those opportunities, and the overall revenue generated.

One of the key ways we measure the success is to track 1st meetings booked - this is a great indicator of the success of an ABM Program.

• Common challenges include aligning sales and marketing to ensure seamless integration and messaging cross-departmentally. When there is buy-in and collaboration on both sides ABM works well, although when one or the other isn’t acting on the data provided in a timely manner the efforts can become fruitless.

• DIY’ers may find it difficult to properly identify target accounts, create custom content at scale, and tie in with their CRM systems to ensure data accuracy and optimization tactics.

There are a variety of technologies that can be used in ABM, including marketing automation tools, CRM systems, and account-based advertising platforms. When partnered with expert human touch and analysis, these can help to automate and streamline the ABM process.

• Initial assessment: We will see where we stand with a needs analysis and/or a comprehensive ABM Audit.

• First 30 days: 4 workshops for TOF, MOF, BOF and Retention Expansion Best Practice Decision Point workshops.

• Ongoing: 1 x ABM Marketing Meeting Per Week, 1 x ABM Sales Meeting Per Week, our execution on ABM Campaign builds, monitoring, optimization, reporting, data and reporting processing and graphic design.

Mid-way through 2023, our ABM Program has generated:

• 144 opportunity accounts

• $42.9M in pipeline value

• $29.7M in won revenue

What does data accomplish if it’s not acted upon? You guessed it: not much. In our experience, ABM data is disseminated via automated weekly or even monthly reporting without a deeper explanation of how to act upon it making it all but useless.

We commit to frequent meetings directly with the AE’s who benefit from timely information about what their prospects are engaging with. We partner with them to determine what messaging to serve in order to guide them further through the funnel, look at which targets have gone dark and discuss how to re-engage, and bolster their outreach efforts by giving them the data they need to be impactful and cut through the clutter with their prospects.

We ask for a six-month partnership to start. In order for your campaign to be successful it needs time to gain momentum and for optimizations to take effect.

Businesses best suited for ABM are B2B sales orgs that have longer sales cycles with high value targets:

• Firms that sell to tech, healthcare, finance, professional services etc.

• High-end luxury goods and services

• Companies that offer complex or expensive products or services (software, consulting, etc.)

• Businesses that have a limited number of key accounts like large retailers or distributors