Account-Based Marketing Unpacked: A Rapid-Fire Q&A with Joe Liqourish
Ever felt like Account-Based Marketing (ABM) sounds cool, but you’re still scratching your head over what it really means? I sat down with Joe Liqourish, planner at TMW, to cut through the noise and dive deep into ABM’s nuts and bolts. This guy knows his stuff, and he’s here to share some real-world ABM tips and tricks to help you get things right from day one. We hit seven questions in seven minutes—let’s go!
1. So, Joe, What’s Account-Based Marketing (ABM) Really All About?
Right off the bat, Joe doesn’t mince words—he sees ABM as a bit of a buzzword, but it’s got real value when used well. For him, ABM flips the classic marketing funnel upside down. Instead of blasting messages everywhere, you’re narrowing in on the top 20% of clients that make up 80% of the business. In Joe’s words, it’s like “fishing for business with spears.” You’re not casting a net; you’re laser-focused on a select group that’ll give you the biggest payoff.
2. Not Enough Engagement? What’s the Fix?
B2B buyers today do their own research—like, a lot of it. Joe points out that traditional content like white papers is fine, but let’s be honest, they’re also a bit of a snooze-fest. What’s working instead? Interactive content, like ROI calculators that let buyers see the potential value right away, with no strings attached. It’s like giving them a taste without the sales pitch—short, snappy, and straight to the point. Less fluff, more fun.
3. How Do You Personalize ABM Campaigns Without Being Creepy?
Good question! Joe’s advice is to ease into personalization. Start small and don’t get too specific too fast; that can actually turn people off. Personalization in ABM works best when it’s layered in over time, based on what you learn as prospects move through the funnel. Maybe they’ve engaged with a blog on EV market challenges? Perfect. Now your sales team has a natural conversation starter. Joe’s tip: keep it relevant, not random.
4. Scaling ABM: Is There a Secret Sauce?
Scaling ABM can be tricky, especially if your team or budget is small. Joe suggests starting small and proving success first. Begin with low-risk accounts and show what works before trying to bring in the whole organization. It’s all about gaining buy-in from the top by proving that ABM isn’t just hype—it delivers results. Work with sales to spot the juiciest accounts and then slowly roll out bigger campaigns. Think evolution, not revolution.
5. How Do You Stand Out Without Blowing the Budget?
ABM doesn’t have to cost a fortune, but it does take some creativity. Joe’s tip? Skip the fancy tech (at least at first) and do your homework on your target audience. Where do they hang out online? What content are they already consuming? If you know these things, you’re already ahead. Joe’s team uses tools like Global Web Index to profile audiences, but even without that, a little social listening goes a long way. Message matters more than medium—so focus on saying something meaningful.
6. Measuring Success: Is It More Than Just Clicks and Conversions?
Clicks and conversions are nice, but Joe believes there’s more to ABM success. He suggests keeping an eye on what people are actually saying—those comments, shares, and likes can reveal a lot. Look beyond numbers to get the full picture. Sentiment analysis, or even a simple “gut check” on how your audience reacts to ads, helps you understand not just if they’re engaging, but how they feel about your brand. It’s about knowing the why behind the what.
7. Researching Your Ideal Customer Profile (ICP) - How Deep Should You Go?
Joe says it depends on your target size. For highly specific, one-to-one ABM, it’s worth diving deep—talk to stakeholders, conduct interviews, get inside the client’s head. For larger audiences, though, tools like social listening and profiling platforms can help gather insights quickly. The goal is always to figure out what makes your audience tick and then tailor your approach to speak directly to that.
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So there you have it! Joe’s rapid-fire wisdom on how to get ABM right. From starting small to avoiding “creepy” personalization, there’s a lot to take in here. The key? Don’t overcomplicate it. Know your audience, keep it fun, and always aim for relevance over reach. Thanks to Joe for sharing the good stuff, and for those of you ready to dive into ABM, remember: it’s all about quality over quantity.
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