Ever wondered how to crack the code on Account-Based Marketing (ABM)? You’re in the right place. In the latest episode of ABM Answered, I sat down with Vincent Plassard, Growth Marketing Lead at Userled, to talk about what it takes to launch, scale, and sustain a killer ABM program.
Vincent’s journey from scrappy freelancer to leading growth at a fast-growing platform means he’s full of actionable insights—and a healthy dose of honesty about what works (and what doesn’t).
Let’s dive into the highlights of our conversation, packed with tips to make your ABM strategy pop.
1. Where to Start with ABM: The Building Blocks for Success
Kicking off an ABM program can feel overwhelming. According to Vincent, it all starts with the basics:
Define Your ICP: Your Ideal Customer Profile isn’t just a nice-to-have; it’s your foundation. Map out your target accounts in detail, and identify the key players in each buying committee—think champions, decision-makers, technical influencers, and end users.
Involve Your Targets in the Strategy: Here’s the twist—don’t just market to your accounts, collaborate with them. Co-create content, invite them to panels, and get them on stage at your events. This creates meaningful connections and makes your ABM efforts feel less like a pitch and more like a partnership.
Pilot Smart, Scale Smarter: Vincent recommends a 3–6 month pilot phase to refine your approach, followed by 6–12 months to scale. The secret? Start small, learn fast, and expand with confidence.
2. Standing Out in a Noisy World (Without Blowing the Budget)
Every marketer wants to break through the noise, but Vincent’s advice is refreshingly grounded:
Copy Your Competitors—Better: Check where your competitors are showing up and do it better. Then, identify gaps they’ve missed and claim that space for your brand.
Think Like You’re Broke: Even if you have a healthy budget, approach every campaign as though you don’t. Creativity thrives under constraints. For example, Vincent shared a genius idea: scratch-off business cards with QR codes, leading to a contest tied to their product. It was fun, budget-friendly, and directly connected prospects to their platform.
Show Up Where It Matters: Attending a key industry event without a booth? No problem. Vincent’s team grabbed attention with LED backpacks, interactive cards, and simple landing pages. It’s proof that hustle beats a hefty spend any day.
3. Keeping Accounts Engaged: How to Unstick the Funnel
Middle-of-the-funnel (MOFU) jams are every marketer’s nightmare. Here’s how Vincent tackles it:
Leverage Product Updates: Every update or feature launch is an opportunity to re-engage your accounts. Repurpose announcements into bite-sized content for social, sales, and email outreach.
Event-Based Touchpoints: Whether you’re hosting or sponsoring, events create invaluable opportunities for in-person or virtual interactions. Invite prospects to the table—literally—and make them feel part of the journey.
Genuine Engagement Wins: Nurturing isn’t just about pushing your own content. Share relevant webinars or articles, even if they’re not your own. Authenticity builds trust, and trust drives action.
4. Measuring ROI Without Losing Your Mind
Attribution in ABM can feel like a black hole, but Vincent’s approach is refreshingly simple:
Pipeline is King: Track metrics like pipeline sourced, pipeline influenced, and revenue generated. Forget the endless chase of every possible data point—focus on what truly matters.
Make Metrics Accessible: Reporting dashboards should be simple and shared regularly. Everyone on the team should know where things stand, so there’s alignment and accountability.
Iterate and Improve: Review your ICP, playbooks, and results regularly. ABM isn’t a set-it-and-forget-it strategy—it’s all about learning and optimizing as you go.
5. The Power of Events: Turning Attendees into Advocates
For Vincent, events aren’t just a tactic—they’re part of the bigger ABM picture. Here’s how he maximizes their impact:
Bring the Right People: Clients, prospects, partners—get them all involved. Events should be collaborative and value-driven, with subject matter experts who can address your audience’s pain points.
Think in Series: Events work best as part of a larger narrative. Whether it’s an academy of virtual sessions or a quarterly meetup series, build momentum over time to keep people coming back for more.
6. Advice for Aspiring ABM Pros
If you’re new to ABM, Vincent has one simple but powerful tip: befriend your sales team.
“Spend time in their world,” he says. That might mean prospecting, listening to sales calls, or even making a (terrifying) cold call. Understanding the challenges salespeople face—and the motivations of your target accounts—is the fastest way to become a better marketer.
7. Staying Inspired: Why Vincent Loves the Early Stage
When asked what keeps him going, Vincent’s answer was simple: impact.
There’s something special about taking a company from zero to one, then to ten, and beyond. Watching a small team grow into something big—and knowing you helped make it happen—is what fuels him.
Key Takeaways
Vincent’s journey is a masterclass in what makes ABM work: start with clarity, stay scrappy, and always focus on the accounts that matter most. Whether it’s using scratch-off cards to grab attention or creating a content series to nurture leads, his advice is practical, actionable, and, frankly, a little genius.
So, if you’re looking to up your ABM game, take a page from Vincent’s playbook. Focus on relationships, think creatively, and never lose sight of the big picture. Because at the end of the day, ABM isn’t just about marketing—it’s about building connections that drive real, measurable growth.
Comentários