Building Your ABM Strategy from Scratch: Key Considerations for Success

We had an amazing chat with Cassandra Gulia, NAM Field, Channel, and ABM Marketing Leader for Digital Security Solutions at Entrust, and honestly, it was low-key inspiring too :-)

Cassandra’s passion for marketing shines through, making it easy (and fun!) to dive deep into the ever-evolving world of Account-Based Marketing (ABM) and demand generation.

With over 15 years of marketing experience, Cassandra’s journey began at Lumen Technologies in 2016, where she first embraced the power of ABM. Since then, she’s become a true expert, mastering how to blend ABM strategies with customer retention efforts to create campaigns that are both targeted and transformative.

In this recap of our interview, we’ll quickly dive into her top tips to help elevate your ABM strategy. Let’s jump in!

Interview with Cass Guila

When Is the Right Time to Adopt ABM?

According to Cassandra, the decision to adopt an ABM approach isn’t a one-size-fits-all scenario. The ideal time depends on your organization’s goals and internal alignment. 

ABM isn’t just another marketing initiative, it’s a cross-functional strategy that demands buy-in from senior leadership, sales, and other key teams.

“ABM is a full end-to-end sales and marketing effort,” she explains

Emphasizing that companies initially looked at ABM as a way to prevent customer churn. 

“My introduction to ABM was actually through customer retention rather than acquisition. It was all about stopping the bleeding and expanding our relationship with existing accounts,”

Cassandra shared.

Over time, its scope has expanded to drive net-new business as well as deepen customer relationships. For some organizations, especially those with large, complex accounts, ABM is essential once there’s a clear need to manage high-value, multi-stakeholder buying cycles.

This approach is particularly powerful for businesses that face long sales cycles and dispersed decision-makers, where aligning every part of the organization around target accounts can make all the difference.

Simplifying ABM for Sales Teams

One of the biggest challenges in rolling out an ABM strategy is explaining its value to the sales team without overcomplicating things. 

Cassandra recommends creating a “cheat sheet” or a concise slide deck; no more than ten slides that outline the core components of your ABM strategy.

“I always recommend a cheat sheet, something short and digestible, like a 10-slide deck. Sales wants to know what’s in it for them, so show them how ABM will boost their commission checks by focusing on high-intent accounts,”

Key points to include are:

• The Shift from Traditional Lead Gen: Start by contrasting what traditional marketing automation looks like versus how ABM works.

“We sometimes assume sales know exactly what we’ve been doing in marketing, but that’s not always the case. A side-by-side comparison: here’s what we were doing, here’s what we’re doing now, helps make it clear.”

• The “What’s In It for Me” Factor: Explain how targeting high-intent accounts means more qualified leads, higher conversion rates, and ultimately, better commission checks.

• Clear Metrics and KPIs: Demonstrate the expected impact with data-driven insights so that sales know exactly how this approach benefits them.

The goal is to keep the message simple, direct, and focused on what matters most for the sales team, boosting win rates by concentrating efforts on accounts that are already showing high intent.

Harnessing the Power of AI in ABM

AI has transformed ABM, making it easier to prioritize high-intent accounts and automate engagement. Cassandra walked us through some of the AI tools she has used in her execution strategy.

“Intent data tools like 6sense, Demandbase, and Bombora help surface accounts that are already showing buying signals. AI-driven platforms also triage cold leads, warming them up before passing them to sales.”

For instance, AI tools can:

• Triaging Leads: Automatically warm up low-intent leads with personalized email cadences, freeing up the sales team to focus on high-potential opportunities.

• Campaign Optimization: Use chat assistance and intent data to build more effective, targeted campaigns.

• Data Analysis: Aggregate insights from various sources to help marketers better understand the buying signals and behavior of their target accounts.

Even if you’re not ready to invest in high-end tools right away, there are cost-effective options like Conversica or even leveraging marketing automation platforms such as HubSpot, Marketo, or Pardot to get started with AI-enhanced campaigns.

Interview with Cassandra Gulia

Building a Marketing Strategy from Scratch: Top Priorities

When asked about the top three priorities for building a marketing strategy from scratch, Cassandra’s mantra is clear: balance data with human insight. Here’s her recipe for success:

1. Data-Driven Insights: Leverage quantitative data from intent platforms, CRM systems, and analytics tools to identify high-value accounts. Use this information to build a robust segmentation strategy that pinpoints the accounts most likely to deliver long-term revenue.

2. Cross-Functional Alignment: Regularly debrief with both marketing and sales teams. This collaboration ensures that your strategy isn’t developed in a vacuum. Understand the buying cycles and challenges from the customer’s perspective by tapping into insights from sales, customer success, and even field teams.

3. Timing is Everything: In ABM, knowing when to engage is as critical as knowing whom to target. Always ask, “What does your buying cycle look like?” Whether it’s 30, 60, or 90 days, or even a timeline stretching into the next fiscal year, timing your campaigns correctly can be the difference between a successful engagement and a missed opportunity.

   
   

This balanced approach helps avoid the common pitfall of account bloat and ensures that marketing dollars are spent on accounts with the highest potential for growth.

Executing ABM on a Budget

Not every company has the budget to invest in expensive ABM platforms from day one. Cassandra recommends starting small with pilot programs.

Consider these steps:

• Run a Pilot Campaign: Target a small, manageable number of accounts (Cassandra mentions that even five accounts can yield significant insights) to test your strategy.

• Leverage Existing Tools: Use marketing automation platforms that you already have in place, such as HubSpot or Marketo, to run your campaigns. Many of these platforms now offer intent data and AI enhancements.

• Measure and Optimize: Track the performance of your pilot campaign closely. Use the data to refine your strategy and present compelling results to leadership, paving the way for a broader ABM rollout.

This approach not only minimizes risk but also demonstrates tangible results that can help secure further budget and support from senior leadership.

Dreaming Big: Unconventional ABM Campaigns with Unlimited Budgets

When the conversation turned to what an ideal, best-in-class ABM campaign would look like with unlimited resources, Cassandra’s answer was refreshingly bold and creative. 

Imagine an out-of-the-box, high-profile campaign that captures the attention of top-tier decision-makers through a blend of glitz and personalization.

“I’d go all-in on bespoke experiences, VIP events, red-carpet treatment, and strategic brand partnerships. Executives get invited to things all the time, so you have to make it stand out. Think of exclusive events tailored to their interests, something that’s impossible to ignore.”

She shared a fascinating story about working on a campaign to recruit rapper Young Thug for a Bitcoin initiative, underscoring the power of bold, unconventional moves in marketing.

“We’re in the attention economy. Whatever gets their attention and keeps it is going to pay dividends.”

The key takeaway is that even with a large budget, creativity and personalization remain at the heart of a successful ABM campaign. It’s all about doing something different that stands out in the crowded attention economy.

Final Thoughts

Cassandra’s insights reinforce that ABM isn’t just about targeting accounts; it’s about strategy, alignment, and timing. 

Whether you’re piloting your first campaign or scaling up a full-fledged ABM program, the key to success lies in focusing on high-value accounts, keeping sales engaged, and continuously optimizing based on data.

And of course, a guest like Cassandra wouldn’t leave us without offering some food for thought. This time, she left us with a question that’s sure to spark reflection: “What has your ABM journey taught you so far?”

If that question got you thinking, stay tuned for more insights from top marketing leaders in upcoming conversations!