We recently launched our ABM program and I'm blown away by how much my understanding of what it means has changed from just 8 months ago. Many B2B SaaS companies (including me 8 months ago) claim to do ABM because: - They have a target account list - They upload their account list on Linkedin - They’ve assigned Accounts to their Sales Team - They’ve activated the Account identification feature on Drift (lol) But this is not ABM… this is just… Account Based Targeting? ABM enables Marketing & Sales teams to focus their activities and budget on accounts that are in-market (= looking for a solution). Why? - Because nobody likes running after Accounts that have no need or no plan to invest in your solution (even if they’re a good fit, even if your product is the best) - Because no Marketing & Sales teams can effectively work on 40 000+ Accounts - Because in these difficult times, every dollar or man-hour spent must bring results How? 🔎 By collecting Intent Signals 🔢 By using these signals to rank accounts in buying stages 🎯 By allowing you to adapt budget, messaging, activities to each stage Results? - You only advertise to Accounts belonging to certain buying stages - Your Sales Team only reach out to in-market accounts - Less accounts = more relevant personalization - You save money & time that you can invest on other initiatives 👉🏼 3% of our target accounts generated 50% of our opportunities in the last 3 months. And no need to invest in an expensive platform to start with ABM. You can start by: - Gathering Intent Signals & score them - Defining a threshold score that suits your business - Only advertise and reach out to Accounts that meet that score …And you'll see how targeting fewer accounts can lead to better results. Of course the next question is “How do I get as many accounts as possible in a buying stage”. Well, this will be for a next post. Feel free to share your strategy 😉
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