How many times have you heard this advice: To succeed in ABM, you must personalize? But let’s be honest, can you truly personalize your ABM approach without feeling like you’re faking it?
Vasileios Kospanos, better known as Vas, EMEA & APJ Regional Marketing Manager at Bugcrowd, was hosted by Sam Hall (founder of ABM Answered) in another episode of ABM Answered, the quick-fire demand gen ABM video series tackling the biggest headaches ABMers or Marketeres generally face today.
With his friendly, no-nonsense approach and a wealth of experience in marketing and sales strategy, Vas breaks down in detail what really works in ABM today.
Curious to know more? Right, let’s dive in!
Finding the Right Target Accounts
When it comes to identifying target accounts, Vas emphasizes that it’s all about understanding your ideal customer profile (ICP).
"You need to find out which verticals work for you, what company sizes make sense, and where there’s a good product fit," he explains.
But he doesn’t stop there.
"You also need a Plan B. Things change; market conditions, budgets, even global events, so adaptability is key."
Vas suggests continuously testing your targeting strategy with more experienced colleagues to refine the approach.
For companies focused on enterprise software, ABM efforts are often tailored to long-term, high-value deals. On the other hand, if you’re working with SaaS companies, the priority might be speed and volume.
"Know your sales cycle and plan accordingly," Vas advises.
Creating ABM Content That Resonates with Key Accounts
Content personalization is a critical piece of ABM, but Vas believes that true personalization requires effort.
"It's not just about slapping a company’s logo on a landing page and calling it personalized," he says. "You need to dig deep, read their annual reports, follow their news, and understand their pain points."
He also points out that AI-generated content can help with efficiency but shouldn’t replace human insights.
"You can use generative AI for ideas and drafts, but always refine and tailor content to truly connect with your audience."
When deciding on hyper-personalization, Vas suggests using intent signals.
"For big, high-value accounts, you go all in on one-to-one personalization. But if you're targeting multiple mid-tier accounts, you can create industry-specific reports that feel tailored without being entirely custom."
Personalization at Scale: Myth or Reality?
"The phrase ‘personalization at scale’ is an oxymoron," Vas laughs. "You can’t mass-produce something and still call it personalized."
Instead, he suggests a middle ground; using technology to adapt content to different audiences while still adding a human touch.
"You need to go beyond surface-level personalization. That means truly understanding your target accounts and their unique needs."
Encouraging More Engagement from Target Accounts
One of the biggest challenges marketers face is getting their audience to interact with their campaigns. Vas believes it comes down to offering value:
"You need to give them a reason to engage. It’s a carrot-and-stick situation; offer an experience, not just a sales pitch."
He emphasizes that engagement works best when it feels rewarding:
"Whether it's gamification, exclusive insights, or something unique that leaves them smiling, make it worth their time."
When asked about gifting and direct mail, Vas acknowledges that while they still work, they’ve become a bit overused.
"Instead of just sending brownies, think about building a community. When people feel part of something bigger, they stay engaged for the long term."
Dealing with Changes in Target Accounts
People move roles. Companies get acquired. Deals go dark. How do you adapt?
"You have to roll with the punches," Vas says. "If your champion moves to another company, that’s not a loss; it’s another opportunity! And if a company gets acquired, you pivot and see if there’s still a fit."
He stresses that while some deals are out of your control, the best thing you can do is stay proactive and keep expanding relationships within an account.
"Don’t rely on a single contact. Build multiple relationships so that when changes happen, you don’t lose all momentum."
Measuring ROI on MarTech Investments
When evaluating MarTech tools, Vas suggests focusing on real business impact rather than vanity metrics.
"MQLs and SQLs are nice, but what really matters is revenue. You need to measure new business, deal influence, and actual revenue impact."
While many companies still use lead-based models, Vas believes a more focused approach to ABM where quality trumps quantity delivers better long-term results.
"It’s better to have a smaller number of well-targeted, high-value opportunities than to chase a large number of leads that don’t convert."
If Budget Was Unlimited, What Would You Do?
When asked about his dream ABM campaign, Vas gets creative:
"Imagine targeting a massive company with a fully integrated campaign; digital ads, direct mail, in-person activations, even elevator advertising. Throw in a flash mob in their lobby, why not?"
While this may not be realistic, he makes a valid point:
"If you want to break through the noise, you have to be memorable. The best ABM campaigns make a lasting impression."
Final Thoughts
Vas’s insights offer a practical, no-fluff approach to ABM. Whether it's finding the right accounts, personalizing content, or measuring ROI, his advice is clear: be strategic, stay flexible, and always look for ways to create genuine value.
"ABM isn’t about doing everything at scale," Vas concludes. "It’s about doing the right things for the right people at the right time."
And before we wrapped up, Vas left us with a thought-provoking question for the next guest:
"With the demise of cookies, what’s next for intent data companies such as 6sense and Demandbase?"
His question highlights the ever-changing nature of digital marketing and the need for companies to adapt quickly in a post-cookie world.
And that’s a wrap on another episode of ABM Answered! Curious to hear the answer? Check out our ABM Answered library here.
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