Top Abm Strategies for Business Growth

The biggest value of ABM over time isn’t new logo acquisition, it’s expansion (NRR). Here are the top 5 ways to use your Account Based GTM to cross-sell, upsell and retain your existing customer base: Most businesses start their Account-Based GTM by focusing on new logos. That makes sense, of course. That’s where early revenue growth comes from. Knowing what new accounts to target, with what message, and understanding account signals is vital to early growth, etc. However, eventually, if you keep growing, there will be more revenue in your customer base than in new logo sales and customer expansion becomes as important (and eventually more important) than new logo acquisition. It seems intuitive, but organizational awareness and willingness to apply the same rigor from new logos to the customer base takes time. I’ve seen many companies with strong new logo motions fail to align Sales and Marketing across their customer base. If you find yourself in that situation… Here are 5 ways to increase NRR by applying account-based GTM to the customer base: 1. Align Sales and Marketing on white space in your ICP Just as in new logo acquisition, account-based expansion starts with a map of what accounts to target across Sales and Marketing. This map should be based on a white space analysis of your customer base, the accounts that have the most potential upside in your ICP. These accounts should be used as the basis of territory and demand planning in the same way net new accounts are. 2. Score by propensity to buy by product Too often I see accounts have one overall propensity to buy score, while product level propensity scoring is critical to using an account-based approach to scale net retention. 3. Focus on buying group engagement Buying groups within accounts should be thought of as the fundamental units of revenue of expansion. Marketing and Sales should have a joint focus on engaging the key personas for every product opportunity. 4. Orchestrate expansion journeys Orchestration, the automation of Sales and Marketing actions based on journey stage, is another powerful tool that is too often limited to new logo acquisition. It’s incredibly effective to map expansion journeys, the actions an account needs to take to expand from product x to product y, and automate those actions as the account progresses. This is a huge unlock for net retention. 5. Use competitive intent to trigger retention plays You can’t expand an account if it churns. Running specific account level Sales and Marketing plays when a customer shows competitive intent is an effective way to get ahead of customers evaluating other solutions. Remember: An Account-Based GTM is not a tactic. If you sell a complex solution, it’s critical you align Sales and Marketing across accounts that have the greatest lifetime value potential. As you grow this means more alignment across your customer base. Not just new logos.

𝗔𝗰𝗰𝗼𝘂𝗻𝘁-𝗯𝗮𝘀𝗲𝗱 𝗚𝗧𝗠 𝗶𝘀 𝗻𝗼 𝗹𝗼𝗻𝗴𝗲𝗿 𝗷𝘂𝘀𝘁 𝗳𝗼𝗿 $𝟭𝟬𝟬𝗸+ 𝗱𝗲𝗮𝗹𝘀. The rules have changed—are you ready? It used to be exclusive—reserved for those massive, high-value accounts. Why? Because it was too manual, too expensive, and too hard to scale. But today, the game is different. With account data becoming more accessible (almost a commodity now) and AI tools automating deep account research, we can shift our focus. 𝗘𝗻𝘁𝗶𝗿𝗲 𝘁𝗮𝗿𝗴𝗲𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝘀 𝗰𝗮𝗻 𝗻𝗼𝘄 𝗳𝗶𝘁 𝗶𝗻𝘁𝗼 𝘆𝗼𝘂𝗿 𝗖𝗥𝗠. 𝗬𝗼𝘂 𝗰𝗮𝗻 𝘁𝗮𝗶𝗹𝗼𝗿 𝗽𝗶𝗽𝗲𝗹𝗶𝗻𝗲 𝗲𝗳𝗳𝗼𝗿𝘁𝘀 𝘁𝗼 𝗴𝗼 𝗮𝗳𝘁𝗲𝗿 *𝗲𝘃𝗲𝗿𝘆* 𝗯𝗲𝘀𝘁-𝗳𝗶𝘁 𝗮𝗰𝗰𝗼𝘂𝗻𝘁—𝗻𝗼𝘁 𝗷𝘂𝘀𝘁 𝘁𝗵𝗲 𝗯𝗶𝗴 𝗳𝗶𝘀𝗵. Sounds exciting, right? But let’s not sugarcoat it: pivoting to ABM is brutal. There are no real playbooks, and tactical resources are painfully scarce. But when we did, the results were jaw-dropping: → $350k in pipeline in just 90 days. → $7 in pipeline generated for every $1 spent. We are doubling down now—and shared the guide Here’s our ABM checklist: 1. Define your ABM goals & leading metrics. 2. Choose a level of personalization: 1:1, 1:few, 1:many. 3. Set up campaigns: account stages, scoring, and duration. 4. Select channels (LinkedIn was our starting point). 5. Build your target list: accounts, personas, etc. 6. Prep content, messaging, and ad formats. 7. Approve budget & resources. 8. Onboard tools/vendors to handle each ABM element. 9. Set up dashboards to track performance. Our unbundled tech stack? ~$1k/month across 8 tools: → HubSpot, Clay, BuiltWith, Apollo.io for list building. → Factors for ad pilot → ZenABM/Fibbler for intent recognition → Smartlead for prospecting. ABM isn’t easy, but the rules have changed. With the right tools, strategies, and mindset, it’s no longer just for the $100k+ deals. What’s stopping you from making the shift? #abm #marketing #gtm #saas

Our first ABM strategy has driven 7-figures in pipeline without using an ABM platform, tons of random signals or using a venn diagram to select our target accounts. This wasn’t 1:many. We didn’t try to scale personalization to 1,000’s of accounts. It was 1:few to just over 100 accounts. And a good chunk will turn into revenue by EOY or early next year. 1️⃣ Focused on two strategies that aligned to two different GTM goals, with one focused on churned customers and the other focused on closed lost opportunities. 2️⃣ Set our KPIs focused on 6 specific measurements for success; accounts reached, accounts engaged, meetings booked, qualified meetings and pipeline. 3️⃣ Used engagement data from LinkedIn's company insights to help the SDR team prioritize their accounts every week. 4️⃣ Drove consistent communication every week with SDR leadership and the SDRs to gather insights, feedback loops and share success stories. 5️⃣ Our SDRs were the key to this success. They freaking killed it with personalized outbound by leveraging our own tool to show our prospects what they could accomplish. We also provided them with templates that addressed specific churned reasons for added relevancy. The TLDR here is don't overcomplicate winning. You can create and execute an ABM strategy that is fully GTM-aligned by paying attention to specific GTM goals, leveraging first-party data and staying aligned with sales and SDRs. Everything else you see around the space are nice to haves. #abm #abgtm #gtm #gotomarketstrategy