Full-Funnel B2B Marketing Show Episode 58: ABM in APAC with Shahin Hoda
Jul 6, 2021
39:25
Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel
Here is how Shahin Hoda from XGrowth helped one of their clients generate 26 meetings with strategic Tier 1 & Tier 2 accounts, and generated $1.2 million of sales-qualified pipeline value.
Step 1: Account list building
Shahin worked with a client on a list of 100 dream accounts (Tier 1 & Tier 2) that had a high likelihood of success.
They passed the list of accounts through the prioritization metrics like the recency data (interaction with a company, common connections, website visits, niche case studies), firmographic and technographic data.
The next step was creating a buying committee structure. They ended up with 3 roles: CIO, system engineers, and IT managers.
Step 2. Warm-up campaign
For the warm-up campaign, they ran IP-based ads to highlight the IT challenges their strategic accounts faced in 2020 (2 weeks) and the solution to these challenges (2 weeks).
They were pursuing 3 goals:
- aware strategic accounts about the problem,
- aware them about potential solution
- aware them about the brand, so the accounts might recognize it during the outreach
20 of these accounts had a dedicated ungated landing pages where Shahin’s client again emphasized the challenges and the solution.
Step 3. Activation playbook.
The activation playbook consisted of 2 parts: direct mail outreach + sales follow-up.
Marketing team sent a direct mail box with a pitch where they stated a challenge major APAC tech companies had in 2020, emphasized stress they had during corona with managing team, tech maintenance, etc, and included a bottle of whiskey, glass and the ice maker, chocolate and a band-aid for late night patching their prospects have to do on their servers.
Then, sales team did a follow up on LinkedIn, by phone and email.
As a result, they booked 26 meetings and generated $1.2 million of sales-qualified pipeline (value assigned by sales).
I sat down with Shahin to discuss the nitty-gritty details of this case study, how he has landed clients like DocuSign, Outsystems, Convoso for his company + the specifics of marketing to APAC companies.
Listen to the podcast here.
ABOUT SHAHIN HODA
Shahin is the Founder of xGrowth, a B2B growth agency helping organisations close more mid-market and large enterprise deals. He’s making that happen by popularising Account-Based Marketing (ABM) in Australia, working alongside B2B leaders implementing ABM strategies and building predictable revenue engines.
When he’s not busy building ABM campaigns, he’s either playing a game of Tennis in the Melbourne neighbourhood of Richmond (which he usually loses) or looking up smoothie recipes (because let’s be honest, who doesn’t like a nice smoothie). In certain circles, he’s also known as the “Growth Sultan”, but that’s a story for another time.
RESOURCES
Xgrowth: https://xgrowth.com.au/
Shahin on LinkedIn: https://www.linkedin.com/in/shoda/
6-Weeks ABM Playbook: https://fullfunnel.io/account-based-marketing-playbook/
Here is how Shahin Hoda from XGrowth helped one of their clients generate 26 meetings with strategic Tier 1 & Tier 2 accounts, and generated $1.2 million of sales-qualified pipeline value.
Step 1: Account list building
Shahin worked with a client on a list of 100 dream accounts (Tier 1 & Tier 2) that had a high likelihood of success.
They passed the list of accounts through the prioritization metrics like the recency data (interaction with a company, common connections, website visits, niche case studies), firmographic and technographic data.
The next step was creating a buying committee structure. They ended up with 3 roles: CIO, system engineers, and IT managers.
Step 2. Warm-up campaign
For the warm-up campaign, they ran IP-based ads to highlight the IT challenges their strategic accounts faced in 2020 (2 weeks) and the solution to these challenges (2 weeks).
They were pursuing 3 goals:
- aware strategic accounts about the problem,
- aware them about potential solution
- aware them about the brand, so the accounts might recognize it during the outreach
20 of these accounts had a dedicated ungated landing pages where Shahin’s client again emphasized the challenges and the solution.
Step 3. Activation playbook.
The activation playbook consisted of 2 parts: direct mail outreach + sales follow-up.
Marketing team sent a direct mail box with a pitch where they stated a challenge major APAC tech companies had in 2020, emphasized stress they had during corona with managing team, tech maintenance, etc, and included a bottle of whiskey, glass and the ice maker, chocolate and a band-aid for late night patching their prospects have to do on their servers.
Then, sales team did a follow up on LinkedIn, by phone and email.
As a result, they booked 26 meetings and generated $1.2 million of sales-qualified pipeline (value assigned by sales).
I sat down with Shahin to discuss the nitty-gritty details of this case study, how he has landed clients like DocuSign, Outsystems, Convoso for his company + the specifics of marketing to APAC companies.
Listen to the podcast here.
ABOUT SHAHIN HODA
Shahin is the Founder of xGrowth, a B2B growth agency helping organisations close more mid-market and large enterprise deals. He’s making that happen by popularising Account-Based Marketing (ABM) in Australia, working alongside B2B leaders implementing ABM strategies and building predictable revenue engines.
When he’s not busy building ABM campaigns, he’s either playing a game of Tennis in the Melbourne neighbourhood of Richmond (which he usually loses) or looking up smoothie recipes (because let’s be honest, who doesn’t like a nice smoothie). In certain circles, he’s also known as the “Growth Sultan”, but that’s a story for another time.
RESOURCES
Xgrowth: https://xgrowth.com.au/
Shahin on LinkedIn: https://www.linkedin.com/in/shoda/
6-Weeks ABM Playbook: https://fullfunnel.io/account-based-marketing-playbook/