Full-Funnel B2B Marketing Show Episode 90: ABM series: ABM maturity, stages + stack with Andrei Zinkevich & Vladimir Blagojeviฤ
May 27, 2022
01:11:19
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๐๐๐ซ๐ ๐ข๐ฌ ๐ก๐จ๐ฐ ๐ฆ๐จ๐ฌ๐ญ ๐2๐ ๐๐จ๐ฆ๐ฉ๐๐ง๐ข๐๐ฌ ๐๐จ ๐๐๐:
1. Create a wish list of accounts they want to have as clients
2. Upload accounts to LinkedIn or 6sense/Demandbase
3. Run display ads.
4. Track clicks and transfer the accounts who clicked the ads to sales
5. Sales reach out
Results:
- Low reply rates.
- Huge ads spending.
- Miserable ROI.
๐๐๐ซ๐ ๐ข๐ฌ ๐ก๐จ๐ฐ ๐ฒ๐จ๐ฎ'๐ ๐๐จ ๐๐๐:
1. Start with team alignment on:
- Goals
- Metrics
- ICP
- Account qualification criteria
- Segment value prop and positioning
2. Tier segmentation.
3. Create a small team for pilot campaigns.
The ideal setup is:
1 marketer - 1 SDR - 1 geo market - 1 vertical - 10 accounts max. Make sure that those who are involved in the pilot campaign, can dedicate at least 80% of their time to execution.
4. Develop a minimal viable stack.
If your goal is net new revenue, start with Sales Navigator and one source of intent data.
If your goal is expansion, you'll need your CRM only.
4. Develop a simple ABM campaign structure including:
- list building
- account enrichment & research
- warm up
- activation
- follow-ups & nurturing
5. Create a detailed playbook for the warm-up program.
What works for us and our clients"
- Demand and awareness via proactive thought leadership.
- 1:few partnership webinars and market research with niche associations or communities
- Personalized content hubs for buyerโs enablement and further nurturing
- Drive engagement with strategic accounts via creative outreach and contextual ads
6. Develop an ABM dashboard with the most important metrics.
Your dashboard should include revenue metrics (SQLs, win rate, revenue) and leading indicators that may vary depending on campaign goals.
7. Operationalize ABM processes before scaling.
Everybody has other tasks and responsibilities. Make sure there is no overlap with ongoing marketing campaigns and plan how to turn a pilot campaign into regular operations.
---
ABM is not a magic wand that can convert any company into a customer. You can't upload a wish list to ABM software and expect a 7-figure pipeline.
You need to make appropriate shifts in your marketing and sales teams and have the necessary skillset to run and maintain ABM.
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Frederic on Linkedin: https://www.linkedin.com/in/frederic-linfjard/
๐๐๐ซ๐ ๐ข๐ฌ ๐ก๐จ๐ฐ ๐ฆ๐จ๐ฌ๐ญ ๐2๐ ๐๐จ๐ฆ๐ฉ๐๐ง๐ข๐๐ฌ ๐๐จ ๐๐๐:
1. Create a wish list of accounts they want to have as clients
2. Upload accounts to LinkedIn or 6sense/Demandbase
3. Run display ads.
4. Track clicks and transfer the accounts who clicked the ads to sales
5. Sales reach out
Results:
- Low reply rates.
- Huge ads spending.
- Miserable ROI.
๐๐๐ซ๐ ๐ข๐ฌ ๐ก๐จ๐ฐ ๐ฒ๐จ๐ฎ'๐ ๐๐จ ๐๐๐:
1. Start with team alignment on:
- Goals
- Metrics
- ICP
- Account qualification criteria
- Segment value prop and positioning
2. Tier segmentation.
3. Create a small team for pilot campaigns.
The ideal setup is:
1 marketer - 1 SDR - 1 geo market - 1 vertical - 10 accounts max. Make sure that those who are involved in the pilot campaign, can dedicate at least 80% of their time to execution.
4. Develop a minimal viable stack.
If your goal is net new revenue, start with Sales Navigator and one source of intent data.
If your goal is expansion, you'll need your CRM only.
4. Develop a simple ABM campaign structure including:
- list building
- account enrichment & research
- warm up
- activation
- follow-ups & nurturing
5. Create a detailed playbook for the warm-up program.
What works for us and our clients"
- Demand and awareness via proactive thought leadership.
- 1:few partnership webinars and market research with niche associations or communities
- Personalized content hubs for buyerโs enablement and further nurturing
- Drive engagement with strategic accounts via creative outreach and contextual ads
6. Develop an ABM dashboard with the most important metrics.
Your dashboard should include revenue metrics (SQLs, win rate, revenue) and leading indicators that may vary depending on campaign goals.
7. Operationalize ABM processes before scaling.
Everybody has other tasks and responsibilities. Make sure there is no overlap with ongoing marketing campaigns and plan how to turn a pilot campaign into regular operations.
---
ABM is not a magic wand that can convert any company into a customer. You can't upload a wish list to ABM software and expect a 7-figure pipeline.
You need to make appropriate shifts in your marketing and sales teams and have the necessary skillset to run and maintain ABM.
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Frederic on Linkedin: https://www.linkedin.com/in/frederic-linfjard/