So you want to create an ABM (Account-Based Marketing) campaign that stands out and produces results. The best ABM campaigns don’t just put your brand in front of target accounts - they generate awareness amongst the right personas, at the right accounts while building meaningful connections. Here’s how the pros make it work and how you can too, from tools and team alignment to measurement. Let’s dig in!

1. What a Standout ABM Campaign Looks Like

Envision this: an ABM campaign that feels personal, yet scalable. The best ABM campaigns know their target accounts inside and out, using data and creativity to serve content that feels tailor-made. Here’s what they get right:

• Hyper-Personalized Messaging: They speak directly to each user's unique pain points, goals, and preferences within the target account.
• Multi-Channel Coordination: They reach the target accounts where they are - LinkedIn, email, SMS (there are some nuances here; don't cold text people), or direct mail - building a strong brand presence on every front.
• Seamless Experiences: These campaigns are a mix of digital and offline touchpoints that make target accounts feel like VIPs.

Imagine the excitement when a high-priority prospect clicks on a personalized one-pager or opens a package, with a custom video greeting, followed by highly specific emails and LinkedIn messages. That’s the vibe to aim for!

2. Tools to Make Your ABM Dreams Come True

Running a successful ABM campaign without the right tools is like trying fly a plane blindfolded. Here are the essentials for each step of the journey:

Account Selection & Insights‍

• ZoomInfo: Identify and collect key data on target accounts.
• Apollo.io: Discover and engage with ideal accounts through verified contact data and account intelligence.

• LinkedIn Sales Navigator: See account insights in real-time and stay updated on prospects’ moves.
• Centralize: Multi-thread every enterprise deal with AI-driven org charts and real-time contact insights.

Campaign Management & Orchestration

• Demandbase: Offers account targeting, personalization, and analytics.
• Terminus: An all-in-one ABM tool that lets you target, engage, and measure across different channels.
• 6sense: Known for its predictive insights, 6sense helps you time your outreach to perfection.
• Propensity: Provides intent data to automate your campaigns and hand off high quality leads to sales.
• Rollworks: Allows you to identify target accounts, engage those accounts, and measure effectiveness.

Content Personalization

• AssetMule: A lightweight tool for startups and small businesses to quickly build personalized ABM landing pages that are tied to sales reps and perfect for 1:1 sales engagements.
• Uberflip: An enterprise solution to build custom, account-specific content experiences.
• PathFactory: Guides prospects through the content journey and lets you see what resonates.
• Sundaysky: AI-powered video management platform for account-based marketing campaigns.

Analytics & Reporting

• HubSpot: Good for managing smaller campaigns with its ABM features for tracking target accounts.
• Marketo Engage: An enterprise AI-powered marketing automation solution that helps teams scale personalized buyer engagement and grow predictable pipeline and revenue.

3. How to Rally the Troops: Aligning GTM Teams

ABM cannot be done in a silo! It's a team sport and requires alignment. It’s more of a choreographed dance across multiple teams. Here’s how to ensure everyone’s in sync:

• Sales
  • Sales needs to know when to take the reins and follow up on engagement. Regular check-ins between sales and marketing make sure no account slips through the cracks. It’s also essential to have shared visibility on which accounts are engaged and ready to hear from a sales rep.‍
• ‍Product Marketing‍
  • Product marketers play a huge role here. They’re the experts on positioning and crafting messages that address specific pain points. For ABM, product marketing steps up by:
    • Crafting Custom Messaging: They tailor messaging for each account or segment.
    • Building Sales Collateral: They create resources (think one-pagers and product demos) that sales can use during interactions.
    • Supporting Enablement: PMMs arm the sales team with insights on product relevance for target accounts.‍

• Customer Success‍
  • CSMs are often sitting on a goldmine of insights, especially for upsell or cross-sell ABM campaigns. They can help identify warm accounts that might be primed for additional services or products, making it a natural fit to include them in ABM planning.

4. Measuring What Matters: ABM Success Metrics

Traditional lead-based aka MQL goals and metrics just don’t cut it in ABM. Here’s what to measure instead:

• Account Engagement Score: This tracks how much time each account spends engaging with your brand—on the website, in emails, or on social media. Tools like Demandbase and 6sense can help calculate it.
• Pipeline Velocity by Account: See how quickly ABM-targeted accounts are moving through the pipeline. This can be a good indicator of how effective your ABM messaging is at converting interest into action.
• Influenced Revenue: The holy grail of ABM metrics, this measures how much revenue came from accounts your ABM campaign touched. It ties marketing and sales efforts directly to closed deals.
• Win Rate: This measures how many of the accounts you targeted actually became customers. A solid ABM campaign should have a higher win rate compared to broad-based marketing.

ABM Orchestration is Key in Today's GTM Motion

With hyper-targeted campaigns, aligned teams, and measurable goals, your ABM strategy will be ready to wow target accounts. So, rally your GTM teams, fire up your tools, and get ready to land your target accounts with a powerful, personalized ABM campaign that feels like it was made just for them!

If you have any questions at all about ABM, sales, product marketing, AssetMule, or just want to talk sales assets, please reach out to me or my Co-Founder Justin Dorfman!