We recently had the privilege of sitting down with Joseph Minchin, Managing Director of Nyala Marketing, for a deep dive into Account-Based Marketing (ABM) and Demand Generation.
With over a decade of experience running ABM campaigns for professional services and big tech, Joe shared his candid take on what works, what doesn’t, and how to navigate the challenges.
From selecting the right accounts to scaling without the stress, this conversation was packed with valuable insights for marketers looking to cut through the noise.
1. Target Account Selection: Getting It Right From the Start
How do you pick the right accounts, and how many should you go after?
Joe’s answer: It depends on what you’re trying to achieve. Some businesses use ABM to expand within existing accounts; others target new sectors entirely. But regardless of your goal, a few essentials apply:
Right size & tech stack: Make sure they fit your business model and offerings.
Internal engagement: Are your account teams willing to dedicate time to this approach?
Opportunity size: If the deal is only worth a few thousand, one-to-one ABM probably isn’t worth the investment.
Lookalike accounts: If you're stuck, analyze your best current customers and find similar ones.
And when it comes to tools? Joe warns against over-automation. Sure, technographics and propensity models are great, but the real decision-making should happen through strategic discussions.
2. Cutting Through the B2B Noise on a Budget
ABM doesn’t have to be expensive. One of Joe’s most successful campaigns? A simple thought leadership piece, with personalized Post-it notes stuck onto key insights for each account.
The result? Huge engagement with minimal spend.
His takeaway? It’s not about flashy campaigns; it’s about the right message, at the right time, to the right person. Sometimes, a tight budget forces better messaging discipline, leading to stronger results.
3. Speeding Up Time to Market
ABM campaigns often get delayed because teams wait until everything is ready. Joe’s advice? Don’t wait.
Define messaging early: Once you have it, share it with sales.
Launch simple assets first: Social ads, organic posts, and targeted content can go live while bigger projects (like events or bespoke reports) are in progress.
Be agile: You’re making educated guesses about what your accounts care about—test your messaging early and refine as you go.
4. Leveraging Your Champion Inside the Account
You’ve got someone on the inside who believes in your product, now what?
Joe’s top tip: Make their life easy.
Help them shine: Invite them to co-host events, speak at conferences, or contribute to industry content.
Engage publicly: Like and share their LinkedIn posts; create visibility for them and your brand.
Do their job for them: If your champion needs internal buy-in, write the business case for them. No one wants extra work, and a pre-written proposal massively increases the chances of success.
5. Personalization at Scale (Without the Headaches)
ABM is not about sticking a prospect’s name on an email and calling it personalization.
Joe’s approach? A messaging map.
Lay out key messages per account and persona.
Equip sales with bite-sized personalized messaging: Even if you’re not producing tons of tailored content, this helps sales reps tweak their outreach.
Use AI selectively: Tools like Synthesia can generate personalized video at scale, while ChatGPT can help adapt content quickly.
6. Diversity & Inclusion in ABM and How to Get It Right
ABM is about relationships, and relationships thrive on authenticity.
Joe shared a campaign where a systems integrator co-hosted an LGBTQ+ event series with a target telco account.
The topic had nothing to do with their service, but it aligned with the telco’s values, built trust, and made them the go-to partner.
His key takeaway? Diversity messaging only works if it’s genuine. If leadership isn’t truly invested, audiences will see right through it.
7. When & How to Scale Your ABM
Scaling ABM happens in two ways: expanding your channels or increasing the number of target accounts.
Joe’s advice:
Always start with a pilot: Every company has its quirks. Test ABM with a handful of accounts to figure out what works.
Multi-channel from the start: A single-channel approach won’t cut it in complex B2B deals.
Prove your approach before expanding: Once you see results, then scale up.
Final Thoughts
ABM doesn’t have to be overcomplicated or expensive. The key is strategic alignment, agility, and personalization that actually matters. Start small, move fast, and focus on value not vanity metrics.
Huge thanks to Joe Minchin for sharing his insights. Now, go out there and put these ideas into action!
If you’d like to connect with Joe and learn more from him, you can find him on LinkedIn here.
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