Abm Techniques That Drive Results

I analyzed 12 months of ABM campaigns that actually worked. Here's the data: Most Account-Based Marketing fails before it starts. After analyzing 12 months of successful ABM campaigns (and plenty of failures), I've identified the patterns that consistently drive pipeline. Here's what the data shows: 1. Timing matters just as much as content Accounts that received 3+ touches within 48 hours of showing buying intent converted 4x better than those that received the same content a week later. 2. The magic number is 6.2 (for this brand at least) The average closed-won deal had 6.2 stakeholders involved. Yet most ABM campaigns only target 1-2 personas per account. Expand your reach. 3. The "champion experience" is everything The accounts where we delivered a memorable experience to a single champion (personalized video, custom research, direct exec outreach) had 3x higher conversion rates. 4. Sales and marketing misalignment kills ABM Our most successful campaigns had sales activity within 24 hours of marketing touches. When this alignment slipped to 72+ hours, conversion rates dropped by 48%. 5. Personalization at scale actually works But not how most people do it. We tested 4 levels of personalization: - Generic (18% engagement) - Industry-specific (27% engagement) - Company-specific (42% engagement) - Individual + company-specific (63% engagement) 6. Direct mail isn't dead But swag is worthless (or at least it didn’t work for this audience 🤷♀️). Our highest ROI direct mail: Personalized research reports addressing the account's specific challenges. $250 spend → $45K in pipeline (average). 7. The "Double-Down Effect" When an account engages with ANY marketing touch, immediately increasing the frequency and personalization level produces a 3.5x lift in conversion rates. The companies getting ABM right understand it's not a campaign—it's a complete go-to-market strategy. P.S. I'm working on a new episodic ABM show in collaboration with Clay, so stay tuned 🤗

Most people think LinkedIn is the end-all-be-all for ABM. It’s not. Not even close. Sure, LinkedIn’s targeting is solid. You can filter by title, company size, seniority, etc. But if you're only using what LinkedIn gives you 𝘯𝘢𝘵𝘪𝘷𝘦𝘭𝘺, you're leaving opportunity on the table. Here's what we do differently at Impactable 👇 We’ve got a full license to 𝗕𝘂𝗶𝗹𝘁𝗪𝗶𝘁𝗵, which lets us see what technology a company is using on their site. HubSpot, Shopify, Salesforce, etc. That’s called 𝘁𝗲𝗰𝗵𝗻𝗼𝗴𝗿𝗮𝗽𝗵𝗶𝗰 𝗱𝗮𝘁𝗮 and it’s a game-changer when you combine it with LinkedIn's filters. So instead of just targeting “Marketing Managers at SaaS companies,” we’re targeting decision makers at companies that already use HubSpot because we know that’s who our clients convert best. Then we take it a step further: We enrich those account lists to find the actual humans inside those companies. Now we’re not just guessing. We 𝘰𝘸𝘯 the data. And once you own the audience? You can advertise to them across LinkedIn, Facebook, programmatic, whatever. You’re not limited to just one platform. This is how we run cold ABM like retargeting. Hyper-focused, high-frequency, and everywhere they scroll. If you’ve got a list of 500 dream accounts… this is how you stay in front of them until they convert. #ABMstrategy #LinkedInAds #B2BMarketing #DemandGen

How I've sourced meetings using 1:1 ABM. (With FedEx, Schneider Electric, Lyft) 1:1 on Lunch n' Learns. Here are the 5 steps I took: 1️⃣ Prioritized accounts based on intent • Specifically selected an account(s) showing intent in BOF keywords 2️⃣ Established the details of the offer • 1 hour ABM lunch n' learn with myself + free lunch provided by Sendoso 3️⃣ Content curation • LI ad featuring creative with the account's name with my photo + offer • Description text also featured the account's name + detailed information about the offer 4️⃣ Targeting • Enterprise accounts so we were able to reach the 300 audience min. • Targeted one persona covering multiple business units 5️⃣ Lead Gen • The LI ad used a LI lead gen form. We A/B tested the form or an account specific landing page and the former was more effective. • Enabled sales to outbound using the same offer (this also worked). 🤝 The Meeting • Created a specific presentation for each account • Presentation contained a sample ABM program for the account based on one business unit and how our technology could help execute it. 🤑 The result: qualified pipeline. Takeaway: people want to learn. And your product offers a solution to a problem someone doesn't know how to fix by themselves. P.S. find an in-house expert, and have them offer up their time for key accounts. #abm #b2bmarketing #gtm #gotomarketstrategy

Struggling to see the ROI from your traditional marketing campaigns? 📉 It's time to switch gears to Account-Based Marketing (ABM) and transform your B2B marketing strategy! 💼 Common Mistakes: ❌ Relying on generic marketing campaigns that fail to engage high-value accounts. ❌ Lack of alignment between sales and marketing teams, leading to missed opportunities. ❌ Insufficient personalization, resulting in low engagement and conversion rates. Effective Strategies: ✅ Identify Target Accounts: Use data and analytics to pinpoint high-value accounts. Collaborate with sales teams to ensure alignment on target accounts. Develop Ideal Customer Profiles (ICPs) based on firmographics, technographics, and buying signals. ✅ Develop Account Insights: Conduct thorough research on each target account. Understand the decision-making unit (DMU) and key stakeholders. Identify account-specific challenges, needs, and opportunities. ✅ Personalize Marketing Strategies: Create customized content tailored to each account’s needs. Develop personalized messaging that resonates with each stakeholder. Utilize account-specific landing pages and tailored digital experiences. ✅ Engage Across Multiple Channels: Implement an omnichannel strategy to engage accounts where they are most active. Leverage email, social media, direct mail, and targeted advertising. Employ retargeting techniques for sustained engagement. ✅ Align Sales and Marketing: Ensure close collaboration between sales and marketing teams. Develop joint account plans and unified goals. Facilitate regular communication and progress updates. ✅ Execute Campaigns: Launch coordinated multi-touch campaigns for each account. Monitor campaign performance in real-time. Adapt and iterate campaigns based on engagement and feedback. ✅ Measure and Analyze: Establish clear KPIs and metrics for ABM success. Use ABM platforms to track account engagement and ROI. Analyze campaign performance at both the account and aggregate level. ✅ Foster Long-Term Relationships: Focus on building and nurturing long-term relationships with accounts. Provide continuous value through insights, thought leadership, and support. Regularly check in with key stakeholders and maintain open communication. By identifying target accounts, developing deep account insights, and personalizing your marketing efforts, you can drive higher engagement and ROI. Aligning sales and marketing teams and fostering long-term relationships are crucial for sustained success in ABM. Have you tried ABM in your marketing strategy? Share your experiences and insights in the comments below! Let's build a community of B2B marketers excelling with ABM. 🔥 #B2BMarketing #AccountBasedMarketing #ABM #MarketingStrategy #SalesAlignment

The ABM Power Play Checklist.📌 💡ICP 1. Is your target accounts list beyond the basic technographic and Firmographic data? 2. Is there a fitting market segmentation for your product/service? 3. Are all the buying committee members included along with the account blockers? 4. Have you mapped out the buying committee's hierarchy and influence? 📌Filter accounts based on Intent and identify in-market accounts. 🏆Narrative & UVP 5. Did you lay out the demand mapping from the buyer's perspective? 6. Their context, actions, learnings, and objections. 7. Where are your buyers looking for options? 8. What can attract their interest? 9. What do they struggle with most? 10. What objections do they have? ✨Engagements 11. Do you have any Industry research reports? 12. Are you hosting a podcast/community to invite your ICP? 13. How many micro-events can you do each quarter? 14. Do you have a plan for marketing on Events? 15. Have you identified content based on funnel stages for ads? 📌Implement account-based scoring to measure account influence. 🎉Outreach and Activations 16. Do you have the email nurturing sequence for the most engaged accounts? 17. Have you strategized ABM playbooks for the High Fit and High Intent accounts? 18. Have you personalized your outreach messages for the most engaged accounts? 19. Are you leveraging intent data to time your outreach? 20. Do you have a multi-channel approach for your outreach strategy (email, social media, direct mail, phone)? 21. How are you warming up your target accounts before reaching out? 22. Are you using account-specific content in your outreach? 23. Do you have a Hyper-personalized pitch and the relevant case study for a Direct mail campaign? 24. Have you set up your Marekting+Sales+Calling cadence? 25. Have you established a follow-up cadence and strategy? 26. Do you have the right Search+LinkedIn+Retargeting Strategy? 🙌Sales 27. Have you aligned your sales and marketing teams on account priorities? 28. Are your sales reps equipped with account-specific insights and content? 29. Do you have a clear handoff process from marketing to sales? 30. How are you handling objections specific to each account? 31. Are you leveraging case studies and testimonials that resonate with your target accounts? 32. Do you have a strategy for engaging accounts that have gone cold? 33. Are you continuously nurturing accounts post-sale to drive renewals and upsells? 🚩Metrics & KPI 34. Are you tracking the engagement metrics of your outreach efforts (open rates, response rates, meeting set rates)? 35. Can you calculate your Visitor to opportunity ratio? 36. Have you identified any new verticals or markets? 37. Have you considered existing customer renewals & High-Value Accounts? 38. Can you track the Deals moving from opportunity to Sales Qualified? 39. Are you tracking Pipeline influence and revenue? 40. Do you measure pipeline influence to showcase marketing’s revenue impact?

If you're planning to do 1:1 #ABM in 2025, resist the temptation of starting with one account only. I know a lot of advice out there is "pick one account and go deep", but that’s how a lot of programs die. You put all your eggs in one basket and then it breaks. What if that account doesn’t engage? Did you learn anything? Will you know what to tweak? Probably not. 𝗦𝗼 𝗱𝗼 𝘁𝗵𝗶𝘀 𝗶𝗻𝘀𝘁𝗲𝗮𝗱: ✅ Start with crystal-clear criteria and build a list of 20-50 accounts (industry, company size, challenges, compelling events, etc.) ✅ Get very specific on the messaging for those accounts based on that criteria (don't water it down with "everybody-needs-to-know-this" content) ✅ Build a series of relevant tactics to target them ✅ Be clear on how to track engagement (responses to campaigns, increase in website visits, increase in demos, meetings, etc.) Once you know what messaging and tactics work for 𝘁𝗵𝗲 𝗺𝗮𝗷𝗼𝗿𝗶𝘁𝘆 𝗼𝗳 𝘁𝗵𝗼𝘀𝗲 𝗮𝗰𝗰𝗼𝘂𝗻𝘁𝘀, you can pick a handful of them to go deep and 1:1. But until then, you’re better off spreading your risk. #B2BMarketing #MarketingStrategy

If I were starting a new ABM job TODAY, here is the first activation play I would run: It's called "Awaken the Dead" & here's why it works 👇 Deals fall apart for many reasons, some of which can be fixed with time. In re-engaging with previously lost accounts, I'd be talking to people who: 💰 Previously did not have budget...but just had budget approved 🤒 Barely felt a pain before...but it’s unbearable now 👷 Said no because of your offer lacked something...but since has been built 🙅 Had a detractor as the DM...but have hired someone else to run the show The list goes on & on. I'd log into my CRM to run this report to generate my list of target accounts: Type = Opportunities Stage = Closed Lost (+Dead if it makes sense for your business) Close Date = mm/dd/yyyy (depends on length of sales cycle) Closed Lost reason ≠ "Not a Fit" or "DQ" PRO TIP: play around with the stage filter to see how filtering out the first stage of your funnel might provide stronger results...you almost always have a better chance converting a company you brought to the finish line vs a company who met with your sales team only once. I would sort the report by the "Closed Lost reason". I would decide which Closed Lost reason to target, based on number of companies & the likelihood that circumstances have changed (new features > the chance they now have budget) PRO TIP: going into LinkedIn Sales Navigator or leveraging a tool like UserGems could help you quickly identify which companies have new DMs (this would be one of the first groups I'd target) The campaign creation piece would be highly dependent on the "Closed Lost reason", but I am happy to share ideas from my own experience running ABM & working with other companies' ABM programs if you are interested (just let me know in the comments 😁 ) 2024 could be your year...why not give yourself a head start by targeting accounts where you have a lot of information (and who already are brand aware)? #ABM #marketing #GTM

Everyone talks about this ABM tactic. And almost no one does it right. 1:1 landing pages. It’s one of those high-touch tactics ABM marketers can use to accelerate deals—and yet teams either skip it entirely or create something that barely qualifies as personalized (you know what I’m talking about, insert company name tokenization here). If you’re selling to revenue leaders, there’s a chance to deliver something truly personal right now—one that most are missing. Revenue leaders are coming out of SKO, having just aligned on their biggest bets with their teams. This is your window to break through with messaging that speaks to their priorities. ☝️ But most ABM teams miss these moments—not because they aren’t personalizing, but because they aren’t personalizing in a way that actually matters to their accounts. Real personalization takes deep research, tight coordination with sales, and, more than anything, time. To know if your personalization will land in its current state, ask yourself: Can this be read and only understood by the account? If the answer is no, it’s not truly personalized. So, why isn't it? You likely already know: > Their biggest initiative—your CRM (even the worst) is often full of insights. > The exact language they use (their website, social, earning calls)—so, why default to generic messaging? > What’s being said in chats with your sales team—so why wouldn’t marketing reinforce it? But the challenge isn’t just knowing what to say—it’s being able to execute it at scale, across moments in time that matter. And that’s where Tofu surprised me. I’ve been inside the platform, and I’ll be honest—it removes the biggest blockers to executing true personalization at scale. It can: > Crawl CRM data to uncover real-time pain points—no guesswork needed > Auto-swap generic terms with industry- or company-specific language (ex: SKOs → RKOs) >Brainstorm, iterate, and refine messaging in real-time with you—what they lovingly call “playground” Go from more generic personalization > hyper-relevant campaigns that move deals forward—at scale. If you’re curious how this could work for your ABM motion, let me know below—I’ll send over a quick Loom with my recommended approach based on your use case.👇

Dear Marketing - You can't give everyone the VIP treatment. It doesn't matter how "scalable" or "AI-first" your strategy has become. It's a trap many marketers fall into (or dive into depending on your mood), and it greatly affects ABM strategy. "Let's give everyone a highly-personalized marketing HUG." It's so important to structure all marketing efforts (ABM mainly) on the right accounts. Priorization is everything. I'll type it again... prioritization is everything! HockeyStack has been one of my main resources recently to up-level my understanding of how to THINK about prioritization in a meaningful way. Because it may seem easy, but it is damn hard. Spewing “let’s focus on the best-fit accounts” is one thing, but actually aligning sales and marketing on which accounts matter, why they matter, and how to engage them is where things get damn messy. The best teams I've come across have built a scoring framework to help build a foundation around the gut feel. They assign scores based on: Fit – How well does the account match your ICP? Intent – Are they actively researching solutions like yours? Engagement – Are they interacting with your content, attending events, or engaging with sales? "Kyle, c'mon. We were talking about this in 2018." "Well, fictional marketing leader reading this post. We are still lost and haven't advanced from spray and pray. I'm sorry." This is OLD NEWS but it still amazes me how many marketers do not take this approach to building clear account tiers: High-score accounts get custom content, executive involvement, and deep sales engagement. Mid-score accounts get automated nurtures and light-touch outreach. Low-score accounts? They wait until they show stronger intent. Scoring models and frameworks are important, but the alignment between GTM leadership is even more important. If sales is chasing one set of accounts while marketing invests in anything, y'all are screwed. And even MORE importantly, the best teams constantly adjust because if you do it correctly, the tiers will change based on actions. ABM isn’t about reaching more accounts. It’s about reaching the right ones at the right time.

We all know what bad B2B marketing looks like. Spray and pray emails. Turn and burn SDRs. Marketing celebrates MQLs while sales rolls their eyes. The smartest GTM leaders are ditching this broken playbook. They're returning to fundamentals but with a modern, AI-native twist. I call it ICP Marketing. It's about focus and precision. We interviewed 5 of the sharpest demand marketers in SaaS about the ICP Marketing strategies and tactics driving real pipeline today: -- Kaylee's Targeting insight: Smaller segments = bigger results.  -- How Stella works *with* sales to drive 70% of pipeline via ABM. -- Isaac's path to consistently turn 15% of target accounts into opps. -- How Gabriel dropped cost/opp by 75% with B2B Influencers. -- Cheryl Wolf's private dinner playbook that converts 20% into opps. We got into the details with all of these great practitioners in this week's PeerSignal.org newsletter. These plays are driving B2B pipeline right now. No theories. No vendor hype. Just what's *actually* working for 5 practitioners.👇 What we learned here: https://lnkd.in/gmfVdrQa Creating pipeline feels like the hardest job in tech right now, hopefully these plays can help you find an edge in Q2 and beyond. #marketing #sales #ABM #ICP