You've heard about Account-Based Marketing (ABM); everyone's buzzing about its potential to deliver greater ROI, stronger relationships, and smarter resource use.
Yet many marketers find themselves asking the same crucial question: "Where do I start?"
If you're having trouble getting your ABM program started or simply looking for actionable tips to elevate your approach, this one's for you.
To demystify the first critical steps of ABM, we connected with Evan Stinson, Director of Marketing at OneTrack.AI.
With extensive experience driving successful ABM strategies across enterprise environments, Evan offers practical insights and clear advice to help you confidently kick off your ABM journey.
Ground Zero: Defining Your ABM Approach
"Everyone's got their own flavor of ABM," says Evan. And he's not wrong. Your first step is deciding what ABM means specifically for your business. Is it a super-focused, one-to-one strategy? Or maybe you're aiming for persona-based or vertical-based targeting?
Clarity here guides every subsequent move.
Once that's nailed down, the second thing Evan emphasizes is identifying the business problem you're tackling.
Are sales cycles dragging? Or perhaps you're moving upmarket from freemium to enterprise. "The tactics depend entirely on these strategic goals," Evan points out.
Tip: Start by aligning internal stakeholders around a clear ABM definition and objectives.
Quick Wins: Measure Within 30 Days
Evan recommends quick and dirty wins. Forget waiting six months to measure success. Aim for leading indicators within 30 days.
If you're launching podcasts or running ads, establish straightforward metrics; guest quality, follow-up actions, ad engagement, and audience reach. Verify you're reaching the right eyeballs and resonating with your messaging.
"Quick signals of success keep momentum and confidence high," Evan advises.
ABM: Top-down vs. Bottom-up
One key decision marketers face is whether to pursue top-tier accounts individually or adopt a broader, programmatic approach. Evan argues passionately for precision:
"If it's not one-to-one, it's really just targeted demand generation, not pure ABM."
With limited budgets at OneTrack.AI, Evan opts for one-to-one, focusing heavily on upselling and expansion within existing enterprise accounts.
His approach is lean, targeted, and precise, proving you don't need a huge budget to see real ABM results.
Start with: Evaluating your budget, resources, and strategic needs to determine the most effective ABM approach.
Navigating the Mid-Funnel Jam
Stuck deals? We've all been there.
Evan is a fan of the "surround sound approach."
First, craft a compelling business case with your champion inside the target account, ensuring your messaging sticks even when you're not in the room.
Then, amplify that message across multiple channels; ads, content, emails and weave in personal experiences, like intimate dinners or roundtable events.
"Small, impactful interactions often move the needle faster than flashy trade shows," Evan adds.
Cracking the Code on Enterprise Upsells
Upselling within enterprise accounts isn't easy, but Evan advises a laser-focused strategy:
Collaborate closely with Sales and Customer Success teams.
Drill down into each account to identify real business metrics that matter, not just pain points your solution solves.
Tailor content and messaging specifically around these metrics to unlock executive buy-in.
When should you hike up your pricing?
"Listen to your customers," Evan advises.
Surprisingly, they'll often hint when your value surpasses your price. It's about balancing value-driven pricing with market feedback, not merely guessing.
Pro Tip: Always anchor upselling strategies in business impact, leveraging customer feedback to guide pricing adjustments.
Leveraging AI in Your ABM Strategy
It's impossible to ignore AI's rising influence.
Evan keeps it simple yet smart by using ChatGPT primarily for account and persona research.
"You don't need fancy tools," he insists.
Simple prompts like analyzing press releases or podcasts can rapidly uncover valuable insights to personalize your outreach effectively.
Avoiding Sales Overload: The Info Balance
Ever overwhelmed your sales team with data?
Data overload can confuse sales teams. Evan stresses co-creation with Sales: "Don't guess what they want; ask them!"
Clarify precisely what signals matter; pricing page visits, solution interactions, CEO statements and package these insights into 3-5 concise points. Simplicity equals effectiveness.
Reporting ROI: Keep It Simple
Ditch complex reporting (at least at the start). Evan advocates a scrappy approach.
"Don't overcomplicate things," Evan advises. "Are you reaching the right people? Is it resonating? Is it driving actions?"
Track actions and leading indicators directly from your ad and email platforms. Then, leverage CRM for straightforward pipeline stage and revenue tracking.
Email Strategy: Go Narrow or Wide?
Evan's email mantra is crystal clear: keep it personalized and narrow.
Identify key champions and decision-makers early and engage deeply with personalized messaging. Avoid the trap of going too broad too soon.
"Real ABM is hyper-personalized," he emphasizes.
If you must go wider, do it strategically and after initial engagement.
Bonus Tip: Creative Outreach to Non-Tech Audiences
Evan left us with an intriguing question for future guests: “How do you creatively engage non-tech audiences outside traditional channels like LinkedIn or email? Flash mobs, anyone?”
Consider out-of-the-box tactics like events or even flash mobs to capture attention uniquely. The key is to think creatively about your audience and embrace unconventional methods to engage effectively.
Final Thoughts
Starting your ABM journey doesn't have to be overwhelming. By defining clear strategies, focusing on quick wins, and maintaining simplicity, marketers can effectively launch and sustain impactful ABM programs.
With Evan Stinson’s actionable advice, you’re set for ABM success.
Remember: clarity, agility, and strategic personalization are your greatest tools.
Comentarios