SaaS Marketing Weekly #62: 5 ABM campaigns to land bigger SaaS clients, with Jess Chilman
In this episode, Ryan is joined again by Jess Chilman, Head of Growth at Rocket SaaS, to share five high-impact ABM campaign tactics designed to help SaaS businesses move upmarket and close six-figure enterprise deals. From research outreach to direct mail, podcasts, events, and bespoke campaigns, they explain how to build relationships with C-suite decision makers, stand out from the noise, and create memorable touchpoints that convert. If you want to move beyond mid-market clients and start landing enterprise logos, this is the playbook.
Takeaways:
- Start with the BFG framework (Buyer, Firmographics, Geography) to build your high-intent account list
- Validate your TAM and use intent signals (funding, hiring, leadership changes) to refine your ICP list
- Campaign 1: Research outreach – co-create content with your ICP via surveys, interviews, or advisory boards
- Campaign 2: Podcast ABM – invite C-suite decision makers as guests to build relationships and authority
- Campaign 3: Events – run low-cost networking breakfasts or private dining sessions to connect face-to-face
- Campaign 4: Direct mail – send thoughtful, personalized packages (chocolates, handwritten notes, themed gifts) to create standout moments
- Campaign 5: Tailored ICP campaigns – design bespoke plays around your target’s pain points (e.g., mystery shopping, funding celebration gifts)
- Align marketing and sales so every touchpoint has tight follow-up
- These tactics work best together, creating multiple relationship-building touchpoints with decision makers
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Check out Ryan’s agency, Rocket SaaS, here: https://rocket-saas.io/
Send podcast guest pitches to: info@rocket-saas.io