Now possible: improved pipeline quality with lower customer acquisition costs
Quicker conversions to closed revenue. Reduced customer acquisition costs. And larger average deal size.
That’s the real conversation, isn’t it? It also happens to be what ABM at Scale can deliver, by shifting how
organisations think about the dynamic between Marketing, BDR, and Sales teams. It’s a focus on increasing
opportunity intelligence, then leveraging this insight for more pertinent conversations between vendor and
buyer
Focus on the accounts that matter
ABM at Scale places focus where it counts, aligning resource and investment levels on accounts with increased buying signals
Digital targeting to ‘surround’ your Target Account List
Target dynamically personalized, multi-channel campaigns as a foundation to track interest and engagement signals across each account
Gain a richer understanding of accounts and key executives
Shortlist specific accounts for manual ABM support, then layer on more profound quantitative and qualitative research
Turnkey 1:1 activities - at the point-of-opportunity
Leverage engagement templates to mimic the sense of a truly custom 1:1 ABM pursuit
Your campaign leaderboard identifies ‘self-nominating’ accounts
Pinpoint the highest opportunity accounts and gain insights into their core interests - by tracking multiple 1st and 3rd party signals
For deeper audience understanding: ICP and TAL
Every sale has a sweet spot. We home in on it by analyzing past ‘won’, ‘lost’, and ‘abandoned’ deals. Working in sync with Product, Sales, and Solution teams, it all starts with the ideal customer profile (ICP)
That lends the ensuing campaign greater certitude - right from launch - with the ICP acting as a reference point for reviewing and segmenting the target account list (TAL). Ideally, this combines firmographics, technographics, and propensity data signals
Campaign engagement: personalized, yet scalable
The core value proposition is a crucial ingredient. We get it right. Developed with cross-functional stakeholders, and building on existing positioning, our messaging matrix informs the creative identity throughout the program
All touchpoints are potentially in play - online, offline, face-to-face and sales-led. Each channel is leveraged to target relevant stakeholders within the TAL in a personalized, scalable way
ABM at Scale in-action: Splunk ‘Cloud Attach’ program
ABM at Scale program, including account insights and account specific engagement assets, that drove $58M of pipeline, achieved a 116x ROI and won multiple awards
Targeting, automation, tracking, and optimization
To activate your campaign in the most informed way possible, we plot a practical path from ‘current state’ to ‘future state’ with a keen eye on data access and technology platforms. (Consider the depth of our RevTech partnerships here)
Our approach goes beyond merely connecting the dots between digital audience touchpoints. It also aligns on KPIs and reporting workflows for the program. While appealing to a span of Marketing, Sales, and Executive audiences with a fit-for-purpose fidelity of information
Longlist ‘1:many’ account targeting
Next up: Increased awareness. Engagement prompts. And opt-in contact acquisition. Digital outreach during this phase typically includes account-based advertising, paid social, email, telemarketing, and content syndication
Better yet, we can add layers of account-relevant creative personalization by housing assets on dynamically personalized content hubs. This has the added benefit of building a deeper understanding of the accounts as they engage with the program
Scalable ABM program to help Alation transform its GTM to outbound
Data-driven, ‘Scalable ABM’ program which provided ‘air cover’ to over 2,000 accounts and achieved millions of $ closed in less than 5 months
Where it all comes together: the leaderboard
Account prioritization is a major differentiator for ABM at Scale, and a key to its success. We track engagement levels across campaign touchpoints in a centralized dashboard called the Leaderboard. The Leaderboard identifies which accounts merit a deeper level of focus
It achieves this based on a vast trove of valuable data and insights: Which accounts are engaging with which ads? Which messages resonate the most? Which accounts are dwelling on content and signing up for gated downloads? Which leads have we acquired through content syndication and gated digital channels?
Armed with this data, Sales leadership can align on which accounts to single out for dedicated pursuit
Closing the deal with 1:1-like outreach
In the second campaign phase, we’re ready to target prioritized accounts. BDRs and Sales teams are armed with a suite of opportunity-specific insights, assets, and enablement materials to elevate their interactions with prospective buying committees
It all drives to our ultimate goal: moving the accounts through qualification, discovery, and solution stages of a deal cycle. The sales team is well-equipped to turn that possibility into a likelihood - with resources to support them through specific 30/60/90-day windows
![How to scale your ABM programs [Part 1 of 2]](/_next/image?url=https%3A%2F%2Fcms.agent3.com%2Fwp-content%2Fuploads%2F2024%2F04%2FPart-1-Image-896x480.png&w=1920&q=100)
![How to scale your ABM programs [Part 2 of 2]](/_next/image?url=https%3A%2F%2Fcms.agent3.com%2Fwp-content%2Fuploads%2F2024%2F04%2FPart-2-Image-896x480.png&w=1920&q=100)