Here is why B2B companies with long sales cycle measure marketing like B2C
(but you should NOT).
Lots of B2B companies are obsessed with scaling and growth, so they want to find several scalable channels, put more dollars in and enjoy revenue.
Unfortunately, the B2B buying process is not linear.
In most cases, buyers use a lot of different channels (lots of them are untraceable like "asking a vendor recommendation in the community") for research and evaluation.
Quite often, the first touch that attracts their attention is your content that is coming through social, recommendation, or organic search.
After the first touch, you'll need to have much more touches to generate demand that could have happened across multiple channels and platforms.
While in B2C you can capture the existing demand and figure out the channels with the highest ROI.
If you follow B2C marketing measurement, you'll focus on the last touch (rarely, on the first) and will make wrong decisions about what works and what doesn't.
Example.
Google Analytics shows that our last inbound opportunity came from a search, while the truth is that one of the buying committee members was engaging with me and Vladimir on LinkedIn, and when wanted to book a call, just searched for our brand name.
B2C decision: invest more in search.
B2B decision:
Self-attribution (How did you hear about us?) + Channels that were identified in the digital analytics + Customer interview (asking customers how they identified us, what channels they used, etc).
B2B marketing measurement is two-sided.
Campaign measurement.
Different campaigns have different goals (create awareness, generate demand, capture demand, accelerate the sales cycle, expand, etc.) and should have their own metrics that are closely tied to revenue.
This measurement helps to see what campaigns are performing well or should be improved.
Example target for awareness campaigns:
# of target accounts that visited the website/read article/engaged with social media updates.
At the same time, you need to have an integrated marketing report.
This report starts from engaged accounts (or MQLs) sourced by the demand gen program and goes down to revenue.
It shows:
- marketing-sourced pipeline
- marketing-sourced revenue
- impact of marketing on sales pipeline velocity and revenue metrics like ACV, sales cycle length and win rate.
-------
Don't try to hack the B2B buying process.
Marketing success comes from stacking full-funnel campaigns including awareness, demand generation, demand capturing, deal acceleration, and expansion on the channels your buyers use to:
- Get professional information
- Research products and vendors
- Get recommendations or advice
Set up correct leading indicators to measure the performance of the different campaigns and integrated marketing report to evaluate the entire marketing performance.
(but you should NOT).
Lots of B2B companies are obsessed with scaling and growth, so they want to find several scalable channels, put more dollars in and enjoy revenue.
Unfortunately, the B2B buying process is not linear.
In most cases, buyers use a lot of different channels (lots of them are untraceable like "asking a vendor recommendation in the community") for research and evaluation.
Quite often, the first touch that attracts their attention is your content that is coming through social, recommendation, or organic search.
After the first touch, you'll need to have much more touches to generate demand that could have happened across multiple channels and platforms.
While in B2C you can capture the existing demand and figure out the channels with the highest ROI.
If you follow B2C marketing measurement, you'll focus on the last touch (rarely, on the first) and will make wrong decisions about what works and what doesn't.
Example.
Google Analytics shows that our last inbound opportunity came from a search, while the truth is that one of the buying committee members was engaging with me and Vladimir on LinkedIn, and when wanted to book a call, just searched for our brand name.
B2C decision: invest more in search.
B2B decision:
Self-attribution (How did you hear about us?) + Channels that were identified in the digital analytics + Customer interview (asking customers how they identified us, what channels they used, etc).
B2B marketing measurement is two-sided.
Campaign measurement.
Different campaigns have different goals (create awareness, generate demand, capture demand, accelerate the sales cycle, expand, etc.) and should have their own metrics that are closely tied to revenue.
This measurement helps to see what campaigns are performing well or should be improved.
Example target for awareness campaigns:
# of target accounts that visited the website/read article/engaged with social media updates.
At the same time, you need to have an integrated marketing report.
This report starts from engaged accounts (or MQLs) sourced by the demand gen program and goes down to revenue.
It shows:
- marketing-sourced pipeline
- marketing-sourced revenue
- impact of marketing on sales pipeline velocity and revenue metrics like ACV, sales cycle length and win rate.
-------
Don't try to hack the B2B buying process.
Marketing success comes from stacking full-funnel campaigns including awareness, demand generation, demand capturing, deal acceleration, and expansion on the channels your buyers use to:
- Get professional information
- Research products and vendors
- Get recommendations or advice
Set up correct leading indicators to measure the performance of the different campaigns and integrated marketing report to evaluate the entire marketing performance.
OIN US AT ABM DAYS IN BOSTON, MA ON 30TH AUG.
Join Fullfunnel.io (Vladimir Blagojević ), Goldcast (Belinda Joseph) and Alyce (Nick Bennett) in-person for a one of a kind hybrid ABM DAYS event experience in Boston's trendy Seaport neighborhood.
Get all of your B2B marketing questions answered, gather insights to accelerate your career and business, and create new connections.
Can't make it to Boston? We will also be streaming the content virtually via the Goldcast platform.
AGENDA
Vladimir Blagojevic: From 0 to ABM: how to start, operationalize and scale ABM to go upmarket and generate enterprise clients
Nick Bennett: How to leverage thought leadership and personal brand to source ABM programs with target accounts
Belinda Joseph: How to drive pipeline with virtual events
***SEATS ARE LIMITED***
The event is free to attend, but the seats are limited to 100 people. Snacks & beverages are included.
***ONLINE STREAM***
Can't make it to Boston? We will also be streaming the content virtually via the Goldcast platform. https://goldcastevents.registration.goldcast.io/events/6242b1a7-1747-4e5a-8813-bfa67f78edfa
Join Fullfunnel.io (Vladimir Blagojević ), Goldcast (Belinda Joseph) and Alyce (Nick Bennett) in-person for a one of a kind hybrid ABM DAYS event experience in Boston's trendy Seaport neighborhood.
Get all of your B2B marketing questions answered, gather insights to accelerate your career and business, and create new connections.
Can't make it to Boston? We will also be streaming the content virtually via the Goldcast platform.
AGENDA
Vladimir Blagojevic: From 0 to ABM: how to start, operationalize and scale ABM to go upmarket and generate enterprise clients
Nick Bennett: How to leverage thought leadership and personal brand to source ABM programs with target accounts
Belinda Joseph: How to drive pipeline with virtual events
***SEATS ARE LIMITED***
The event is free to attend, but the seats are limited to 100 people. Snacks & beverages are included.
***ONLINE STREAM***
Can't make it to Boston? We will also be streaming the content virtually via the Goldcast platform. https://goldcastevents.registration.goldcast.io/events/6242b1a7-1747-4e5a-8813-bfa67f78edfa
goldcastevents.registration.goldcast.io
ABM Days in Boston
Join Fullfunnel.io, Goldcast and Alyce in-person for a one of a kind hybrid event experience in Boston's trendy Seaport neighborhood.
Join our expert speakers for a chance to get all of your B2B marketing questions answered, gather insights to accelerate…
Join our expert speakers for a chance to get all of your B2B marketing questions answered, gather insights to accelerate…
Most B2B companies treat lead gen as an offensive tactic, not defensive, and make a huge mistake. Here is why.
Running direct ads, promoting gated content and webinars -> are the tactics they assume can generate almost immediate sales.
While actual marketing is a long-term initiative.
We live in a quick-wins era.
B2B companies are impatient and want the results NOW.
Lots of them have pressure from the investors or are led by CEOs/CROs that don't have a marketing background and assume that marketing is actually all about awaring customers that their product exists.
Even if different marketing initiatives make sense to them, these ideas are shut down just because:
- it takes time to launch and get results
- it seems to be non-scalable and non-predictable
These companies are ready to spend years changing marketers, marketing agencies, and SDRs to get short-term results but they are not ready to spend the same time on doing the things that produce long-term wins and growth.
They are product-biased assuming they have the best product in the market, and all they need is a skilled person who can write great copy for ads + sales veterans who can sell anything to anybody.
They leave in their delusional world looking for people who know how to play with "sell me this pen".
This continues until they learn the lesson the hard way.
It's 2022.
It's a buyer-dominated market.
It's time to market the way your customers are buying, not applying the gimmicks and growth hacks.
Running direct ads, promoting gated content and webinars -> are the tactics they assume can generate almost immediate sales.
While actual marketing is a long-term initiative.
We live in a quick-wins era.
B2B companies are impatient and want the results NOW.
Lots of them have pressure from the investors or are led by CEOs/CROs that don't have a marketing background and assume that marketing is actually all about awaring customers that their product exists.
Even if different marketing initiatives make sense to them, these ideas are shut down just because:
- it takes time to launch and get results
- it seems to be non-scalable and non-predictable
These companies are ready to spend years changing marketers, marketing agencies, and SDRs to get short-term results but they are not ready to spend the same time on doing the things that produce long-term wins and growth.
They are product-biased assuming they have the best product in the market, and all they need is a skilled person who can write great copy for ads + sales veterans who can sell anything to anybody.
They leave in their delusional world looking for people who know how to play with "sell me this pen".
This continues until they learn the lesson the hard way.
It's 2022.
It's a buyer-dominated market.
It's time to market the way your customers are buying, not applying the gimmicks and growth hacks.
Most B2B marketing plans fail because of one reason:
Lack of clarity.
Demand gen is not about showing up consistently and sharing random content on social media.
ABM is not about making a wish list of accounts, running display ads, tracking clicks, and reaching out with templated emails or direct mails.
Lead nurturing is not about setting up an automated sequence of emails to promote the product.
Content marketing is not writing about how great your product or company is, and sharing corporate news.
The list of "is not about" endless.
B2B marketing is not taught at schools.
Most B2B execs and salespeople don't support marketing programs not because they don't understand marketing, but because they don't see:
-Detailed campaign playbook that describes goals and objectives, required resources and budget, timeline, metrics, and basic forecast.
-How the marketing program will help to grow revenue, increase ACV, close more deals, or shorten the sales cycle
This is why many marketing initiatives are killed beforehand and B2B marketers become sales order takers.
Not all B2B companies want to sink into the lead gen swamp. There are lots of them who want to get out but don't know how. Our goal as B2B marketers is to educate and help them.
Here are 7 steps we use:
1. Provide revenue analysis from different markets and verticals, narrow ICP replicating the best customers, and explain how ICPs buy based on the insights collected from customer interviews.
2. Explain what programs can help us to drive awareness in a target market, and how are we going to measure them.
3. Show what programs we can run to generate demand for our product
4. Explain how we can identify warm-up accounts and activate them together with sales
5. Show what we are going to do to nurture accounts that are not sales-ready without being pushy.
When you connect the dots, suddenly marketing starts making sense to everybody.
6. Next step: get feedback and listen to all the concerns about the program suggested. Come up with ideas on how to mitigate the concerns.
7. Prepare a detailed marketing plan that includes a detailed breakdown of the campaigns you want to run:
- Clear goals, objectives, and revenue forecast
- Leading indicators to measure campaign efficiency
- Detailed action plan, timeline, and task distribution among team members
Lack of clarity.
Demand gen is not about showing up consistently and sharing random content on social media.
ABM is not about making a wish list of accounts, running display ads, tracking clicks, and reaching out with templated emails or direct mails.
Lead nurturing is not about setting up an automated sequence of emails to promote the product.
Content marketing is not writing about how great your product or company is, and sharing corporate news.
The list of "is not about" endless.
B2B marketing is not taught at schools.
Most B2B execs and salespeople don't support marketing programs not because they don't understand marketing, but because they don't see:
-Detailed campaign playbook that describes goals and objectives, required resources and budget, timeline, metrics, and basic forecast.
-How the marketing program will help to grow revenue, increase ACV, close more deals, or shorten the sales cycle
This is why many marketing initiatives are killed beforehand and B2B marketers become sales order takers.
Not all B2B companies want to sink into the lead gen swamp. There are lots of them who want to get out but don't know how. Our goal as B2B marketers is to educate and help them.
Here are 7 steps we use:
1. Provide revenue analysis from different markets and verticals, narrow ICP replicating the best customers, and explain how ICPs buy based on the insights collected from customer interviews.
2. Explain what programs can help us to drive awareness in a target market, and how are we going to measure them.
3. Show what programs we can run to generate demand for our product
4. Explain how we can identify warm-up accounts and activate them together with sales
5. Show what we are going to do to nurture accounts that are not sales-ready without being pushy.
When you connect the dots, suddenly marketing starts making sense to everybody.
6. Next step: get feedback and listen to all the concerns about the program suggested. Come up with ideas on how to mitigate the concerns.
7. Prepare a detailed marketing plan that includes a detailed breakdown of the campaigns you want to run:
- Clear goals, objectives, and revenue forecast
- Leading indicators to measure campaign efficiency
- Detailed action plan, timeline, and task distribution among team members
Marketing planning.jpeg
422.6 KB
If you have colleagues/peers on Telegram who are interested in ABM, please, share our channel with them. Thanks in advance.
B2B demand generation demystified.
Demand generation became a buzzword that everybody talks about, but you rarely see practical examples or case studies.
For many marketers, demand gen is all about running ads to ungated content with occasional thought leadership, podcasting, and blog.
These activities should be added to your demand gen mix, but they are not the full demand strategy.
I look at B2B demand generation as a demand waterfall that has 3 pillars.
1. DEMAND ACTIVITIES.
Define how your customers are searching, learning, and buying.
Define demand activities that can consistently create awareness and demand, including the ones mentioned above, co-marketing, guest posting, events, etc.
2. DISTRIBUTION.
Nobody will pay attention to your product until you’ll start attracting it. Most B2B companies try to distribute content via ads, but don't limit your program.
Here are 3 other ways to get noticed by your target audience.
1. Grow your own audience you can connect with directly.
Email newsletter, Whatsapp/Telegram channels, own community, social media are core assets that allow you to connect with the audience directly and not depend on other platforms.
2. Borrowed audience.
Find non-competitive companies that also sell to your audience and run com-marketing campaigns with them:
- Educational webinars
- Mentions and link exchange
- Featuring each other on the podcast, etc.
Publish guest posts on industry-known media to amplify your distribution strategy.
3. Social & communities.
Establish your presence in the channels where your audience hangs out, including:
- Industry communities
- Review platforms
3. DEMAND CAPTURING.
To capture the demand, you need to set up an engagement threshold and intent data to start involving strategic accounts in your warm-up ABM plays.
To accelerate demand capturing you need to have a buyer enablement program - content hubs that include content tailored to a specific buyer + continuous nurturing.
Follow the process, and your sales team will never complain about the pipeline and marketing-sourced revenue.
----
As I said in the beginning, you'll rarely see practical demand gen case studies.
I decided to partner with Fran Langham, Head of Demand Generation at Cognism, who from my humble opinion run a fantastic demand gen program.
On 1st Sep we are going live to talk about their shift from lead gen to demand gen, and cover:
- How Cognism made the transition from lead gen to demand gen, and the bottlenecks they faced during the journey.
- Overview of Cognism demand gen strategy, and its key pillars.
- How Cognism measures and tracks demand gen program efficacy.
You can ask all your demand gen questions live.
Save your spot here: https://lnkd.in/dtyGm95i
Demand generation became a buzzword that everybody talks about, but you rarely see practical examples or case studies.
For many marketers, demand gen is all about running ads to ungated content with occasional thought leadership, podcasting, and blog.
These activities should be added to your demand gen mix, but they are not the full demand strategy.
I look at B2B demand generation as a demand waterfall that has 3 pillars.
1. DEMAND ACTIVITIES.
Define how your customers are searching, learning, and buying.
Define demand activities that can consistently create awareness and demand, including the ones mentioned above, co-marketing, guest posting, events, etc.
2. DISTRIBUTION.
Nobody will pay attention to your product until you’ll start attracting it. Most B2B companies try to distribute content via ads, but don't limit your program.
Here are 3 other ways to get noticed by your target audience.
1. Grow your own audience you can connect with directly.
Email newsletter, Whatsapp/Telegram channels, own community, social media are core assets that allow you to connect with the audience directly and not depend on other platforms.
2. Borrowed audience.
Find non-competitive companies that also sell to your audience and run com-marketing campaigns with them:
- Educational webinars
- Mentions and link exchange
- Featuring each other on the podcast, etc.
Publish guest posts on industry-known media to amplify your distribution strategy.
3. Social & communities.
Establish your presence in the channels where your audience hangs out, including:
- Industry communities
- Review platforms
3. DEMAND CAPTURING.
To capture the demand, you need to set up an engagement threshold and intent data to start involving strategic accounts in your warm-up ABM plays.
To accelerate demand capturing you need to have a buyer enablement program - content hubs that include content tailored to a specific buyer + continuous nurturing.
Follow the process, and your sales team will never complain about the pipeline and marketing-sourced revenue.
----
As I said in the beginning, you'll rarely see practical demand gen case studies.
I decided to partner with Fran Langham, Head of Demand Generation at Cognism, who from my humble opinion run a fantastic demand gen program.
On 1st Sep we are going live to talk about their shift from lead gen to demand gen, and cover:
- How Cognism made the transition from lead gen to demand gen, and the bottlenecks they faced during the journey.
- Overview of Cognism demand gen strategy, and its key pillars.
- How Cognism measures and tracks demand gen program efficacy.
You can ask all your demand gen questions live.
Save your spot here: https://lnkd.in/dtyGm95i
lu.ma
How to switch from lead gen to demand gen: Cognism case study with Fran Langham - Zoom
Join me and Fran Langham, Head of Demand Generation at Cognism, to talk about their shift from lead generation to demand generation.
We're going to cover:
How Cognism made the transition...
We're going to cover:
How Cognism made the transition...
Our first inhouse ABM campaign generated 2 clients, 6 sales opportunities, and had 76% reply rate. Here is a detailed breakdown.
Before launching Fullfunnel.io we partnered with Vladimir Blagojević on one project developing an ABM strategy for 30+ B2B tech companies from Belgium.
When we were running office hours, the majority of companies talked a lot about ABM, but their understanding of ABM was limited to:
1. Create a list of companies that fit firmographic data
2. Identify decision-makers, find their LinkedIn profiles and emails
3. Upload the list to LinkedIn and run some product ads
4. Reach out via email and/or LinkedIn
They were upset with ABM agencies and wanted to build an inhouse ABM motion.
We decided to validate the demand for ABM training and coaching with a simple campaign.
Here is a step-by-step overview.
1. Simple Ideal Customer Profile (ICP)
- Belgium B2B scale ups (Hardware / SaaS)
- ARR - $5mln - $10mln
- ACV > $50k
- long sales cycle
- execs background not in sales or marketing.
2. Account list building.
We decided to execute a campaign for the audience that was already aware of us.
We used Leadfeeder and Encharge to identify people who subscribed to my newsletter and were checking my consulting services earlier.
As well, we looked at people who engaged with our content on LinkedIn.
3. Account research.
During the research, we focused on learning more about the goals and needs of target buyers by analyzing press releases, social updates, and interviews of execs.
4. Podcast as a warm-up and relationship.
We invited our target CEOs to our podcast to discuss the topics we collected from the account research.
Our goals:
— Connect and discuss with strategic decision-makers the challenges they face in growing B2B tech companies + what works for them
— Create unique content we can use for LinkedIn and guest posts
— Share a new initiative and validate our idea by asking if a service like this makes sense to them and might be valuable
— Mention the case studies we have to create a demand
From the 21 accounts, we got a response from 16 (76%), and 9 accounts agreed to an interview (46%).
5. Personalized direct mail swags.
The interviews allowed us to understand our target accounts' priorities and challenges, identify the accounts that were a good fit with an existing need.
We decided to activate these accounts using a 1-1 personalized outreach via direct mail.
Our swag included:
— 100% personalized proposal with a clear plan on how to tackle their challenges
— QR code that redirects to a content hub with relevant case studies
— Personalized gift
---
TLDR;
ABM is not about running display ads to a bunch of logos and sending 21 cold emails.
ABM is about strategically selecting, building relationship, understanding the needs of your target buyers and coming up with personalized solutions.
Before launching Fullfunnel.io we partnered with Vladimir Blagojević on one project developing an ABM strategy for 30+ B2B tech companies from Belgium.
When we were running office hours, the majority of companies talked a lot about ABM, but their understanding of ABM was limited to:
1. Create a list of companies that fit firmographic data
2. Identify decision-makers, find their LinkedIn profiles and emails
3. Upload the list to LinkedIn and run some product ads
4. Reach out via email and/or LinkedIn
They were upset with ABM agencies and wanted to build an inhouse ABM motion.
We decided to validate the demand for ABM training and coaching with a simple campaign.
Here is a step-by-step overview.
1. Simple Ideal Customer Profile (ICP)
- Belgium B2B scale ups (Hardware / SaaS)
- ARR - $5mln - $10mln
- ACV > $50k
- long sales cycle
- execs background not in sales or marketing.
2. Account list building.
We decided to execute a campaign for the audience that was already aware of us.
We used Leadfeeder and Encharge to identify people who subscribed to my newsletter and were checking my consulting services earlier.
As well, we looked at people who engaged with our content on LinkedIn.
3. Account research.
During the research, we focused on learning more about the goals and needs of target buyers by analyzing press releases, social updates, and interviews of execs.
4. Podcast as a warm-up and relationship.
We invited our target CEOs to our podcast to discuss the topics we collected from the account research.
Our goals:
— Connect and discuss with strategic decision-makers the challenges they face in growing B2B tech companies + what works for them
— Create unique content we can use for LinkedIn and guest posts
— Share a new initiative and validate our idea by asking if a service like this makes sense to them and might be valuable
— Mention the case studies we have to create a demand
From the 21 accounts, we got a response from 16 (76%), and 9 accounts agreed to an interview (46%).
5. Personalized direct mail swags.
The interviews allowed us to understand our target accounts' priorities and challenges, identify the accounts that were a good fit with an existing need.
We decided to activate these accounts using a 1-1 personalized outreach via direct mail.
Our swag included:
— 100% personalized proposal with a clear plan on how to tackle their challenges
— QR code that redirects to a content hub with relevant case studies
— Personalized gift
---
TLDR;
ABM is not about running display ads to a bunch of logos and sending 21 cold emails.
ABM is about strategically selecting, building relationship, understanding the needs of your target buyers and coming up with personalized solutions.
How to influence the buying journey with full-funnel marketing.
1. Understand the buying journey:
- Channels
- People involved
- Questions and concerns at different stages
- Mindset, motivation and KPI
2. Understand the demand triggers.
What can attract their interest and motivate them to learn more about the problem or an opportunity?
E.g. a company sucks at lead generation and sees practical advise about how other peers are using ABM to generate opportunities with enterprise accounts.
3. Create buyer enablement program.
Buyers don't want to be pushed.
They want to find information that helps to solve their specific challenge or answer their questions. When they feel your product or service is the best way to help them, they reach out.
You can help buyers choose/consider your product, but you can't push them.
4. Establish your brand presence in the channels your buyers use for research, education, or engagement with their peers.
4 pillars you can use (ideally, in a mix):
- Social engagement
- Events
- Paid promo
- Content collaboration
5. Capture the demand.
1. Define engagement triggers to involve sales for proactive relationship building.
A major part of decision-makers ignore the cold outreach but are ready to talk with people they know, like, and trust.
2. Retarget engaged accounts with case studies and client stories.
3. Move the engaged accounts to the ABM program.
---
With Vladimir Blagojević we worked on a detailed guide on how to influence the B2B buyer journey with tons of examples:
https://fullfunnel.io/buyer-journey/
Would love to hear your feedback.
1. Understand the buying journey:
- Channels
- People involved
- Questions and concerns at different stages
- Mindset, motivation and KPI
2. Understand the demand triggers.
What can attract their interest and motivate them to learn more about the problem or an opportunity?
E.g. a company sucks at lead generation and sees practical advise about how other peers are using ABM to generate opportunities with enterprise accounts.
3. Create buyer enablement program.
Buyers don't want to be pushed.
They want to find information that helps to solve their specific challenge or answer their questions. When they feel your product or service is the best way to help them, they reach out.
You can help buyers choose/consider your product, but you can't push them.
4. Establish your brand presence in the channels your buyers use for research, education, or engagement with their peers.
4 pillars you can use (ideally, in a mix):
- Social engagement
- Events
- Paid promo
- Content collaboration
5. Capture the demand.
1. Define engagement triggers to involve sales for proactive relationship building.
A major part of decision-makers ignore the cold outreach but are ready to talk with people they know, like, and trust.
2. Retarget engaged accounts with case studies and client stories.
3. Move the engaged accounts to the ABM program.
---
With Vladimir Blagojević we worked on a detailed guide on how to influence the B2B buyer journey with tons of examples:
https://fullfunnel.io/buyer-journey/
Would love to hear your feedback.
ABM and DemandGen Consulting & Training | FullFunnel.io
Step-by-Step Guide to Modern B2B Buyer Journey and How to Influence it With Full-Funnel Marketing | FullFunnel.io
A step-by-step guide to the modern buyer journey (w/ a 47-step example), how to map it (w/ 45 questions to ask your customers), and influence buyers.
How to measure ABM (account-based marketing) campaigns.
The worst thing you can do is measure different ABM campaigns the same way. Depending on the campaign goal, you'll have different goals and outcomes.
Here is how to measure 4 different ABM campaigns.
1. 𝐍𝐞𝐭 𝐧𝐞𝐰 𝐫𝐞𝐯𝐞𝐧𝐮𝐞.
Goal: new opportunities and revenue.
Metrics:
- # of engaged accounts (replied, no immediate need, but are interested in learning more)
- # of discovery calls booked
- # of sales opportunities
- ACV
- Sales cycle length
- Won deals
- New revenue
- Budget
- ROI
2. 𝐃𝐞𝐚𝐥 𝐚𝐜𝐜𝐞𝐥𝐞𝐫𝐚𝐭𝐢𝐨𝐧.
Goal: Winning existing opportunities.
Example playbook:
-Define appropriate warm-up play and how you can engage the buying committee
- Debrief Champion about blocking points in the buying process
- Prepare a personalized content hub with a doc that addresses the blocking points, content that demonstrates the benefits for different buying committee members + case studies
- Suggest a quick workshop to move the buying committee through your framework
- Suggest 1-1 debriefing sessions with peers (e.g. IT dep with your CTO)
Metrics:
- # of interviews with Champion
- # of workshops booked
- # of debriefing sessions
- Won deals
- ACV
- Activation cycle (from interview to the invoice. You can compare it later with the sales cycle length).
- Campaign revenue
3. 𝐄𝐱𝐩𝐚𝐧𝐬𝐢𝐨𝐧.
𝐆𝐨𝐚𝐥: Expand business with existing clients.
Example playbook:
-Create a case study and interview power users, Decision-Makers (DMs), and Champions about the value and results they are getting from your product.
-Find common connections in other departments and/or branches and ask Champion to make an intro when possible.
-Run a campaign with excerpts from the interview and the case study to warm up the buying committee.
-Ideally, co-host a webinar with the Champion inviting other departments/branches.
-Create a personalized content hub explaining the benefits of a new department or branch that they can get from your product.
-Suggest 1-1 debriefing sessions with peers
Metrics:
- # of case studies created
- # of workshops arranged
- # of new licenses sold
- LTV growth
- ACV growth
- Total expanded revenue
4. 𝐂𝐨𝐧𝐭𝐫𝐚𝐜𝐭 𝐫𝐞𝐧𝐞𝐰𝐚𝐥 / 𝐜𝐡𝐮𝐫𝐧 𝐩𝐫𝐞𝐯𝐞𝐧𝐭𝐢𝐨𝐧.
Goal: renew contracts with key accounts.
Example playbook:
- Interview Champions, power users, and, ideally, decision-makers about new initiatives and goals.
- Create a presentation about product roadmap and updates, and tailor it to accounts' goals (how they can benefit).
- Book calls to present the roadmap.
This campaign can be merged with an expansion campaign.
Metrics:
- # of presentations booked
- # of resigned contracts
- Renewed revenue
The worst thing you can do is measure different ABM campaigns the same way. Depending on the campaign goal, you'll have different goals and outcomes.
Here is how to measure 4 different ABM campaigns.
1. 𝐍𝐞𝐭 𝐧𝐞𝐰 𝐫𝐞𝐯𝐞𝐧𝐮𝐞.
Goal: new opportunities and revenue.
Metrics:
- # of engaged accounts (replied, no immediate need, but are interested in learning more)
- # of discovery calls booked
- # of sales opportunities
- ACV
- Sales cycle length
- Won deals
- New revenue
- Budget
- ROI
2. 𝐃𝐞𝐚𝐥 𝐚𝐜𝐜𝐞𝐥𝐞𝐫𝐚𝐭𝐢𝐨𝐧.
Goal: Winning existing opportunities.
Example playbook:
-Define appropriate warm-up play and how you can engage the buying committee
- Debrief Champion about blocking points in the buying process
- Prepare a personalized content hub with a doc that addresses the blocking points, content that demonstrates the benefits for different buying committee members + case studies
- Suggest a quick workshop to move the buying committee through your framework
- Suggest 1-1 debriefing sessions with peers (e.g. IT dep with your CTO)
Metrics:
- # of interviews with Champion
- # of workshops booked
- # of debriefing sessions
- Won deals
- ACV
- Activation cycle (from interview to the invoice. You can compare it later with the sales cycle length).
- Campaign revenue
3. 𝐄𝐱𝐩𝐚𝐧𝐬𝐢𝐨𝐧.
𝐆𝐨𝐚𝐥: Expand business with existing clients.
Example playbook:
-Create a case study and interview power users, Decision-Makers (DMs), and Champions about the value and results they are getting from your product.
-Find common connections in other departments and/or branches and ask Champion to make an intro when possible.
-Run a campaign with excerpts from the interview and the case study to warm up the buying committee.
-Ideally, co-host a webinar with the Champion inviting other departments/branches.
-Create a personalized content hub explaining the benefits of a new department or branch that they can get from your product.
-Suggest 1-1 debriefing sessions with peers
Metrics:
- # of case studies created
- # of workshops arranged
- # of new licenses sold
- LTV growth
- ACV growth
- Total expanded revenue
4. 𝐂𝐨𝐧𝐭𝐫𝐚𝐜𝐭 𝐫𝐞𝐧𝐞𝐰𝐚𝐥 / 𝐜𝐡𝐮𝐫𝐧 𝐩𝐫𝐞𝐯𝐞𝐧𝐭𝐢𝐨𝐧.
Goal: renew contracts with key accounts.
Example playbook:
- Interview Champions, power users, and, ideally, decision-makers about new initiatives and goals.
- Create a presentation about product roadmap and updates, and tailor it to accounts' goals (how they can benefit).
- Book calls to present the roadmap.
This campaign can be merged with an expansion campaign.
Metrics:
- # of presentations booked
- # of resigned contracts
- Renewed revenue
10 questions to see if ABM is a right fit for your company and if you are ready to launch it.
ABM-FIT CHECKLIST.
1. Long sales cycle (>180 days)
If your sales cycle is short and transactional, I’d recommend focusing on demand capturing activities (ads, SEO, cold outreach) instead of ABM.
2. ACV (average contract value) > $30k.
Will it pay off to proactively market and prospect a specific set of accounts? I suggest considering ABM if the LTV or ACV of your best customers is higher than $30k.
3. Hybrid sales: product + consulting + best practices training.
ABM is extremely important when you don’t only sell product, but also sell your expertise in solving challenges your buyers have.
It includes product training, consulting alongside implementation, training on best practices.
4. TAM < 1000 companies.
If your market is limited to 500-1000 companies across the globe, you have no other choices than ABM.
5. Multiple buyers are involved in vendor evaluation and buying processes.
If you usually deal with multiple people who influence the buying decision, ABM is a perfect strategy.
If ABM is a right fit, next check your readiness to launch it.
5 QUESTIONS TO CHECK READINESS FOR ABM.
1. Do we have clear ICP and account qualification criteria to build a list of companies that are likely to buy our product?
ICP is created for a specific vertical, including:
- Firmographics
- Buying committee
- Account qualification and disqualification criteria
- Account segmentation
- Account enrichment
2. Do we have a value proposition and collateral for a specific vertical and roles?
Enterprise buyers don’t care about your elevator pitch, they care about how your product solves their challenges or helps to hit their OKRs. Hence, your value proposition should be tailored to specific vertical and individual buyers.
3. Do we have a clear playbook to create awareness inside target accounts, generate demand, and activate them?
ABM requires manual account development, including:
- connecting and engagung with multiple buying committee members,
- identifying their needs and educating them on different ways to solve their challenges,
- coming up with personalized solutions.
4. Can we create a dedicated ABM team that doesn’t have pipeline pressure and has time to build ABM motion?
You need a dedicated team that can commit at least 70% of their time to run the program for the next 3–6 months.
5. Do we have an alignment between marketing, sales, and executives on how to measure the campaign’s progress and performance?
Define leading and lagging indicators to measure campaign progress and get approval from execs and sales.
--
I’ve shared all the points not to scary but to explain that ABM is not an air cover and lead gen on steroids that can convert a wish list of accounts into your customers.
ABM is a strategic motion to identify companies that need your product, personalize your solution to them, and generate long-term customers.
ABM-FIT CHECKLIST.
1. Long sales cycle (>180 days)
If your sales cycle is short and transactional, I’d recommend focusing on demand capturing activities (ads, SEO, cold outreach) instead of ABM.
2. ACV (average contract value) > $30k.
Will it pay off to proactively market and prospect a specific set of accounts? I suggest considering ABM if the LTV or ACV of your best customers is higher than $30k.
3. Hybrid sales: product + consulting + best practices training.
ABM is extremely important when you don’t only sell product, but also sell your expertise in solving challenges your buyers have.
It includes product training, consulting alongside implementation, training on best practices.
4. TAM < 1000 companies.
If your market is limited to 500-1000 companies across the globe, you have no other choices than ABM.
5. Multiple buyers are involved in vendor evaluation and buying processes.
If you usually deal with multiple people who influence the buying decision, ABM is a perfect strategy.
If ABM is a right fit, next check your readiness to launch it.
5 QUESTIONS TO CHECK READINESS FOR ABM.
1. Do we have clear ICP and account qualification criteria to build a list of companies that are likely to buy our product?
ICP is created for a specific vertical, including:
- Firmographics
- Buying committee
- Account qualification and disqualification criteria
- Account segmentation
- Account enrichment
2. Do we have a value proposition and collateral for a specific vertical and roles?
Enterprise buyers don’t care about your elevator pitch, they care about how your product solves their challenges or helps to hit their OKRs. Hence, your value proposition should be tailored to specific vertical and individual buyers.
3. Do we have a clear playbook to create awareness inside target accounts, generate demand, and activate them?
ABM requires manual account development, including:
- connecting and engagung with multiple buying committee members,
- identifying their needs and educating them on different ways to solve their challenges,
- coming up with personalized solutions.
4. Can we create a dedicated ABM team that doesn’t have pipeline pressure and has time to build ABM motion?
You need a dedicated team that can commit at least 70% of their time to run the program for the next 3–6 months.
5. Do we have an alignment between marketing, sales, and executives on how to measure the campaign’s progress and performance?
Define leading and lagging indicators to measure campaign progress and get approval from execs and sales.
--
I’ve shared all the points not to scary but to explain that ABM is not an air cover and lead gen on steroids that can convert a wish list of accounts into your customers.
ABM is a strategic motion to identify companies that need your product, personalize your solution to them, and generate long-term customers.
Here is what happens to marketing when it is led by CRO who is coming from sales.
In most cases, marketing will focus on 2 layers:
Performance marketing and lead generation.
Why?
Because they can be measured in the attribution software and can be "benchmarked".
Marketing activities will be limited to:
- gated e-books to get contacts that are transferred to sales as leads
- landing pages that promote demo calls without giving an idea of what’s the product all about, price, use cases, etc.
- writing scripts and setting up automated cadences for SDRs
- «feature-oriented» content to «sell» the product
- webinars that are wrapped as educational events but in a reality are pure product pitches.
The marketing problem won’t be fixed by substituting CMO with CRO.
The problem will be solved only when a company has a clear alignment on:
- What’s the role of marketing in the company?
- How can demand and awareness be created?
- How to track, capture and convert the demand?
- ICP and list of strategic accounts
- Positioning
- Account engagement criteria
- Warm-up and activation playbooks
Sales can't replace marketing, and marketing can't replace sales. The same as in football defenders can't replace forwards, and vice versa.
Everybody has their own role and function.
Marketing:
- Creating awareness
- Generating & capturing demand
- Warming-up target accounts
Sales:
- Activation
- Nurturing with non-sales touches
- Relationship and expansion
In most cases, marketing will focus on 2 layers:
Performance marketing and lead generation.
Why?
Because they can be measured in the attribution software and can be "benchmarked".
Marketing activities will be limited to:
- gated e-books to get contacts that are transferred to sales as leads
- landing pages that promote demo calls without giving an idea of what’s the product all about, price, use cases, etc.
- writing scripts and setting up automated cadences for SDRs
- «feature-oriented» content to «sell» the product
- webinars that are wrapped as educational events but in a reality are pure product pitches.
The marketing problem won’t be fixed by substituting CMO with CRO.
The problem will be solved only when a company has a clear alignment on:
- What’s the role of marketing in the company?
- How can demand and awareness be created?
- How to track, capture and convert the demand?
- ICP and list of strategic accounts
- Positioning
- Account engagement criteria
- Warm-up and activation playbooks
Sales can't replace marketing, and marketing can't replace sales. The same as in football defenders can't replace forwards, and vice versa.
Everybody has their own role and function.
Marketing:
- Creating awareness
- Generating & capturing demand
- Warming-up target accounts
Sales:
- Activation
- Nurturing with non-sales touches
- Relationship and expansion
❤2
Most B2B marketing plans fail because of one reason:
Lack of clarity.
Demand gen is not about showing up consistently and sharing random content on social media.
ABM is not about making a wish list of accounts, running display ads, tracking clicks, and reaching out with templated emails or direct mails.
Lead nurturing is not about setting up an automated sequence of emails to promote the product.
Content marketing is not writing about how great your product or company is, and sharing corporate news.
The list of "is not about" endless.
B2B marketing is not taught at schools.
Most B2B execs and salespeople don't support marketing programs not because they don't understand marketing, but because they don't see:
-Detailed campaign playbook that describes goals and objectives, required resources and budget, timeline, metrics, and basic forecast.
-How the marketing program will help to grow revenue, increase ACV, close more deals, or shorten the sales cycle
This is why many marketing initiatives are killed beforehand and B2B marketers become sales order takers.
Not all B2B companies want to sink into the lead gen swamp. There are lots of them who want to get out but don't know how. Our goal as B2B marketers is to educate and help them.
Here are 7 steps we use:
1. Provide revenue analysis from different markets and verticals, narrow ICP replicating the best customers, and explain how ICPs buy based on the insights collected from customer interviews.
2. Explain what programs can help us to drive awareness in a target market, and how are we going to measure them.
3. Show what programs we can run to generate demand for our product
4. Explain how we can identify warm-up accounts and activate them together with sales
5. Show what we are going to do to nurture accounts that are not sales-ready without being pushy.
When you connect the dots, suddenly marketing starts making sense to everybody.
6. Next step: get feedback and listen to all the concerns about the program suggested. Come up with ideas on how to mitigate the concerns.
7. Prepare a detailed marketing plan that includes a detailed breakdown of the campaigns you want to run:
- Clear goals, objectives, and revenue forecast
- Leading indicators to measure campaign efficiency
- Detailed action plan, timeline, and task distribution among team members
Lack of clarity.
Demand gen is not about showing up consistently and sharing random content on social media.
ABM is not about making a wish list of accounts, running display ads, tracking clicks, and reaching out with templated emails or direct mails.
Lead nurturing is not about setting up an automated sequence of emails to promote the product.
Content marketing is not writing about how great your product or company is, and sharing corporate news.
The list of "is not about" endless.
B2B marketing is not taught at schools.
Most B2B execs and salespeople don't support marketing programs not because they don't understand marketing, but because they don't see:
-Detailed campaign playbook that describes goals and objectives, required resources and budget, timeline, metrics, and basic forecast.
-How the marketing program will help to grow revenue, increase ACV, close more deals, or shorten the sales cycle
This is why many marketing initiatives are killed beforehand and B2B marketers become sales order takers.
Not all B2B companies want to sink into the lead gen swamp. There are lots of them who want to get out but don't know how. Our goal as B2B marketers is to educate and help them.
Here are 7 steps we use:
1. Provide revenue analysis from different markets and verticals, narrow ICP replicating the best customers, and explain how ICPs buy based on the insights collected from customer interviews.
2. Explain what programs can help us to drive awareness in a target market, and how are we going to measure them.
3. Show what programs we can run to generate demand for our product
4. Explain how we can identify warm-up accounts and activate them together with sales
5. Show what we are going to do to nurture accounts that are not sales-ready without being pushy.
When you connect the dots, suddenly marketing starts making sense to everybody.
6. Next step: get feedback and listen to all the concerns about the program suggested. Come up with ideas on how to mitigate the concerns.
7. Prepare a detailed marketing plan that includes a detailed breakdown of the campaigns you want to run:
- Clear goals, objectives, and revenue forecast
- Leading indicators to measure campaign efficiency
- Detailed action plan, timeline, and task distribution among team members
🔥1
To generate revenue from ABM (account-based marketing) campaigns you need to implement the research cascade method. Here is why and how.
ABM stands for personalized solutions to companies with a clear need or challenges your product solves.
Start with a list of engaged accounts that fit your ICP and passed through qualification criteria.
Next, leverage the research cascade method.
1. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.
Collect and analyze all publicly available information about target accounts' key initiatives and strategy.
Here are the main sources:
- press releases
- interviews with chief executives
- roadmaps
- corporate reports
- earning calls
2. 𝐁𝐮𝐲𝐢𝐧𝐠 𝐜𝐨𝐦𝐦𝐢𝐭𝐭𝐞𝐞 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.
Research the buying committee and collect insights about how they might be involved in the key initiatives.
Here are several things you need to pay attention to:
- What's their role and area of responsibility in the stated key initiative or strategy?
- KPIs/OKRs
- Challenges
- Goals
3. 𝐕𝐚𝐥𝐮𝐞 𝐩𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐦𝐚𝐩𝐩𝐢𝐧𝐠.
Start mapping your value proposition with the identified KPIs, goals, and challenges of every buying committee member.
Fullfunnel.io example from selling ABM sprints:
Marketing: Get a proven process to collaborate with sales and increase marketing-sourced revenue.
Sales: Hit revenue targets faster by winning deals with enterprise accounts.
4. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.
Write down short (I recommend one-page docs) personalized solutions for every buying committee member.
Include:
- Context
- How exactly your product helps to achieve their goals or solve the challenges
- Relevant social proof
5. 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐨𝐟 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 (𝐰𝐚𝐫𝐦-𝐮𝐩 𝐚𝐧𝐝 𝐚𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧).
Create a multichannel warm-up and activation program with sales.
Include:
- Social engagement and selling
- Personalized ads
- Content hubs
- Content collaboration
- Direct mail swags
- Micro-events
Keep in mind.
ABM is not about volume.
ABM is about selecting the right accounts that have a need for your product and marketing to them with personalized solutions.
ABM stands for personalized solutions to companies with a clear need or challenges your product solves.
Start with a list of engaged accounts that fit your ICP and passed through qualification criteria.
Next, leverage the research cascade method.
1. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.
Collect and analyze all publicly available information about target accounts' key initiatives and strategy.
Here are the main sources:
- press releases
- interviews with chief executives
- roadmaps
- corporate reports
- earning calls
2. 𝐁𝐮𝐲𝐢𝐧𝐠 𝐜𝐨𝐦𝐦𝐢𝐭𝐭𝐞𝐞 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.
Research the buying committee and collect insights about how they might be involved in the key initiatives.
Here are several things you need to pay attention to:
- What's their role and area of responsibility in the stated key initiative or strategy?
- KPIs/OKRs
- Challenges
- Goals
3. 𝐕𝐚𝐥𝐮𝐞 𝐩𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐦𝐚𝐩𝐩𝐢𝐧𝐠.
Start mapping your value proposition with the identified KPIs, goals, and challenges of every buying committee member.
Fullfunnel.io example from selling ABM sprints:
Marketing: Get a proven process to collaborate with sales and increase marketing-sourced revenue.
Sales: Hit revenue targets faster by winning deals with enterprise accounts.
4. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.
Write down short (I recommend one-page docs) personalized solutions for every buying committee member.
Include:
- Context
- How exactly your product helps to achieve their goals or solve the challenges
- Relevant social proof
5. 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐨𝐟 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 (𝐰𝐚𝐫𝐦-𝐮𝐩 𝐚𝐧𝐝 𝐚𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧).
Create a multichannel warm-up and activation program with sales.
Include:
- Social engagement and selling
- Personalized ads
- Content hubs
- Content collaboration
- Direct mail swags
- Micro-events
Keep in mind.
ABM is not about volume.
ABM is about selecting the right accounts that have a need for your product and marketing to them with personalized solutions.
This Thursday (2nd Feb) I'm sitting with Jim Gilkey from Terminus to share:
- Live examples of the research cascade method
- How marketing and sales should collaborate when running ABM campaign
- Real ABM playbooks and case studies
Save your spot here: https://lu.ma/ei6cj42q
- Live examples of the research cascade method
- How marketing and sales should collaborate when running ABM campaign
- Real ABM playbooks and case studies
Save your spot here: https://lu.ma/ei6cj42q
lu.ma
ABM marketing & sales playbooks: Fullfunnel.io & Terminus experience with Jim Gilkey · Zoom · Luma
This Thursday (2nd Feb) I'm sitting with Jim Gilkey from Terminus to share:
- Live examples of the research cascade method
- How marketing and sales should collaborate when running ABM...
- Live examples of the research cascade method
- How marketing and sales should collaborate when running ABM...
🔥2
How to do ABM on LinkedIn 👇
1. 𝐓𝐡𝐨𝐮𝐠𝐡𝐭 𝐥𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩.
Why:
- Generating demand for your product.
- Proving niche expertise.
- Position yourself as a trusted advisor.
- Nurturing target accounts.
2. 𝐓𝐡𝐨𝐮𝐠𝐡𝐭𝐟𝐮𝐥 𝐜𝐨𝐦𝐦𝐞𝐧𝐭𝐢𝐧𝐠.
Why:
- Create awareness & attract attention.
- Show your expertise.
- Repurpose comments into posts.
3. 𝐀𝐝𝐬 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐧𝐠 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐜𝐨𝐧𝐭𝐞𝐧𝐭.
Why: Seep p.1
4. 𝐄𝐧𝐠𝐚𝐠𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐚 𝐧𝐞𝐭𝐰𝐨𝐫𝐤 𝐨𝐟 𝐭𝐚𝐫𝐠𝐞𝐭 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬 (𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐞𝐜𝐨𝐬𝐲𝐬𝐭𝐞𝐦).
Why:
- Regular appear in the newsfeed of the target accounts.
- Build a strong brand & a real relationship with the target audience.
- Generate and capture the demand.
- Educate & nurture the target market
5. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧 𝐫𝐞𝐪𝐮𝐞𝐬𝐭𝐬.
Why:
- Higher acceptance rate
- Opportunity to build a real relationship
6. 𝐍𝐨𝐧-𝐬𝐚𝐥𝐞𝐬 𝐭𝐨𝐮𝐜𝐡𝐞𝐬.
Why:
- Stay top of their mind & nurture the audience.
- Capture demand.
7. 𝐀𝐝𝐬 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐧𝐠 𝐜𝐚𝐬𝐞 𝐬𝐭𝐮𝐝𝐢𝐞𝐬/𝐁𝐎𝐅𝐔 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐟𝐨𝐫 𝐞𝐧𝐠𝐚𝐠𝐞𝐝 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬.
Why:
- Generate demand.
- Generate inbound opportunities.
8. 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭-𝐛𝐚𝐬𝐞𝐝 𝐨𝐮𝐭𝐫𝐞𝐚𝐜𝐡.
Why:
- Higher response rate.
- Opportunity to get customer insights and see if there is a fit.
- Build a relationship.
- Capture the demand and generate a sales opportunity.
----
Luckily, most B2B companies on LinkedIn have a lead generation mindset:
- Send 1000 spammy inmails -> get 1 meeting booked.
- Display ads routing to landing page -> get 1 demo request.
I said «luckily» because it leaves a space and generates a tremendous opportunity for others who understand full-funnel ABM and think long-term.
People buy from people they know, like, and trust, and that's the ultimate goal for ABM on Linkedin.
1. 𝐓𝐡𝐨𝐮𝐠𝐡𝐭 𝐥𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩.
Why:
- Generating demand for your product.
- Proving niche expertise.
- Position yourself as a trusted advisor.
- Nurturing target accounts.
2. 𝐓𝐡𝐨𝐮𝐠𝐡𝐭𝐟𝐮𝐥 𝐜𝐨𝐦𝐦𝐞𝐧𝐭𝐢𝐧𝐠.
Why:
- Create awareness & attract attention.
- Show your expertise.
- Repurpose comments into posts.
3. 𝐀𝐝𝐬 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐧𝐠 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐜𝐨𝐧𝐭𝐞𝐧𝐭.
Why: Seep p.1
4. 𝐄𝐧𝐠𝐚𝐠𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐚 𝐧𝐞𝐭𝐰𝐨𝐫𝐤 𝐨𝐟 𝐭𝐚𝐫𝐠𝐞𝐭 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬 (𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐞𝐜𝐨𝐬𝐲𝐬𝐭𝐞𝐦).
Why:
- Regular appear in the newsfeed of the target accounts.
- Build a strong brand & a real relationship with the target audience.
- Generate and capture the demand.
- Educate & nurture the target market
5. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧 𝐫𝐞𝐪𝐮𝐞𝐬𝐭𝐬.
Why:
- Higher acceptance rate
- Opportunity to build a real relationship
6. 𝐍𝐨𝐧-𝐬𝐚𝐥𝐞𝐬 𝐭𝐨𝐮𝐜𝐡𝐞𝐬.
Why:
- Stay top of their mind & nurture the audience.
- Capture demand.
7. 𝐀𝐝𝐬 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐧𝐠 𝐜𝐚𝐬𝐞 𝐬𝐭𝐮𝐝𝐢𝐞𝐬/𝐁𝐎𝐅𝐔 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐟𝐨𝐫 𝐞𝐧𝐠𝐚𝐠𝐞𝐝 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬.
Why:
- Generate demand.
- Generate inbound opportunities.
8. 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭-𝐛𝐚𝐬𝐞𝐝 𝐨𝐮𝐭𝐫𝐞𝐚𝐜𝐡.
Why:
- Higher response rate.
- Opportunity to get customer insights and see if there is a fit.
- Build a relationship.
- Capture the demand and generate a sales opportunity.
----
Luckily, most B2B companies on LinkedIn have a lead generation mindset:
- Send 1000 spammy inmails -> get 1 meeting booked.
- Display ads routing to landing page -> get 1 demo request.
I said «luckily» because it leaves a space and generates a tremendous opportunity for others who understand full-funnel ABM and think long-term.
People buy from people they know, like, and trust, and that's the ultimate goal for ABM on Linkedin.
👍1