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How to Plan ABM Campaigns that Rock Prospects Like Hurricanes

July 29, 2016 | Chad Koskie | 1 Comment |

Need an all-in-one guide to killer ABM success? Learn from the hottest band in B2B! Click here to grab Monsters of Funnel II: Back to Stack 

If you’re new to account-based marketing, campaign planning may seem a bit overwhelming.

All that targeting, all that content creation. But don’t freak out. Think of it this way: you and your team are rock stars planning out the perfect set list to get your biggest fans groovin’.

Remember, one of the key differences between account-based marketing and demand generation is that marketing, and really the entire company, is signed up to deliver “always-on” campaigns to multiple stakeholders in the account.

The Goal: Get your campaign methodology together!

For years, sales has always held the trump card: They’ve owned the customer relationship and therefore the really fun face-to-face relationship driven activities.

Uhhh … we marketers like sporting events. We like expensive dinners. In ABM, marketing also runs offline campaigns, such as VIP events (dinners, sporting events, executive events), sends high-end direct mail, and calls upon digital marketing mainstays like re-targeting and web personalization.

Marketing metrics around these include tracking the number of additional contacts, meetings, and opportunities it generated for these specific accounts. Not to mention closed hard revenue.

Campaign development overview

You still have to feed the beast, but with tastier morsels this time.

Account-based marketing is all about delivering the right message at the right time to each account — across all of the channels that your target audience is using, from social media to mobile and video. So, develop and align your campaigns to differing buying roles and personas.

ABM offer development overview

Offers are akin to setting the hook in fishing. I have no idea what a rock analogy would be.

Campaign offers are high-value, repeatable and aligned with campaign goals. Offers fall into three categories that are aligned to the buying cycle. Below is a list of offers both marketing and sales can consider when designing a new campaign.

ABM campaign execution framework

A well performing ABM playbook boils down to execution. Campaign execution is a coordinated and integrated approach across sales and marketing efforts. The objective is to create one-to-one engagement that is highly personalized, yet moderately scalable.

Account plans must be completed and signed off by the account team stakeholders. Marketing will then create a campaign plan that outlines goals, deliverables and timing. Once approved, the planned campaign is added to the calendar and managed to, and through, deployment.

The outcome

After this exercise, you’ll have a good idea of the campaign types that should be mapped out for each account and the stakeholders within. In account-based marketing, sales and marketing work together to create an always-on series of touches and relationship building aimed at these accounts.

Like the first time you hear a song that just speaks to you, one meeting with an account is just the beginning of an account-based marketing program.

Tool of rock: Marketo Real-Time Personalization (RTP)

In account-based marketing, the focus shifts from mass marketing stadium shows to varying forms of one-to-one engagement. And that engagement must be tracked. Marketo is the only platform unifying all digital channels.

Marketo RTP allows you to engage targeted prospects with relevant content and personalized messaging to create meaningful interactions in real-time and drive more conversions. Party on!

Download Monsters of Funnel II: Back to Stack. You’ll get the ultimate tech stack (and tactics) to achieve face-melting success with account-based marketing!

1 Comment

  1. Todd Lebo on January 17, 2018 at 8:08 am

    This month at Ascend2, we fielded the ABM Strategy Survey. This article and the research are excellent resources to use as you develop your 2018 ABM plans. https://research.ascend2.com/2018-account-based-marketing-strategy/

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