Planning to add ABM to your demand gen mix but unsure how to get started? In this slidecast, learn 7 key steps to developing and executing a successful ABM program—as well as 4 common traits that all effective ABM campaigns share.

2. Account-Based Marketing (ABM) may be the hot new trend,
but B2B marketers shouldn’t invest in ABM just because it’s
the marketing flavor of the day. However, as part of an
integrated, cohesive demand generation mix, one that also
includes inbound marketing and systematic lead nurturing,
ABM can play a key role in driving opportunities at
high-value accounts.
Like any other marketing initiative, ABM requires careful
planning and a well-thought out strategy to be successful.
Here are 4 common traits that effective ABM
campaigns share:

3. Segmented…
…so that any and all communication is relevant to each
individual account and persona.

4. Integrated…
…so that targeted contacts see a consistent, cohesive
message via multiple channels.

5. Content-driven…
…so that the campaign drives engagement and dialogue
rather than simply trying to sell a solution or drive meetings.

6. Of a sufficient duration…
…so that success relies less on an accident of timing and
more on a consistent nurturing and education of the
targeted list.

8. Identify target accounts

9. Whether it’s through sales input, market research, or predictive
modeling, predicting and identifying which accounts are most
likely to actually convert—no matter which accounts are on sales’
“hit lists”—will ensure a greater success rate from ABM, right off
the bat.
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10. Gather a critical mass of relevant offer content

11. Developing content that is specific and relevant to target roles (i.e.
Power User, Economic Buyer, Technical Buyer, Internal Champion)
will improve the ROI from your ABM campaign by ensuring you
deliver the right materials to the right people.
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12. Establish specific, quantitative goals

13. How will you measure success? Will KPIs revolve around
engagement, meetings, opportunities, deals…? Like any
marketing initiative, you’re more likely to hit your numbers if
you establish a firm consensus up front for what those goals
are.
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14. Identify necessary channels and tactics

15. A multi-channel, integrated approach to ABM is more likely to
work well, as not all members of your target audience are created
equal, and so will respond differently to different forms of
communication.
Possible channels for an ABM program include:
• Proactive, outbound email and direct mail as a
“drip campaign”
• Programmatic display advertising with industry-specific
ad creative
• Paid social advertising on LinkedIn, Facebook, Twitter, etc.
• Paid search advertising on Google, with “customer match”
• Telemarketing outreach
• Real-time web personalization
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16. Develop relevant creative

17. Now that you’ve identified the right content, getting people to
download that content and otherwise engage with your
campaign relies on how that content resonates with the
audience. Don’t just repurpose the same creative across
different channels—an email message is much different from
paid social advertising, for example. Make sure your creative is
tailored for implementation via your selected channels.
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18. Use sales alerts or other triggers

19. Don’t just launch your campaign and hope for the best. Use alerts
or other triggers to ensure that sales takes an active role in the
campaign. Trigger immediate follow-up with prospects who
engage with the campaign, or schedule follow-up calls as a formal
step in the campaign to coincide with other touch points.
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20. Create a campaign calendar

21. Make a schedule and stick to it. Creating a calendar goes a long
way toward making sure the relevant touches and associated offer
or creative development are coming together smoothly. Being
forced to launch some elements without the support of others
compromises the integrated nature of your campaign and will
impact results.
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22. Spear Marketing Group is a full-service demand generation agency
that helps B2B technology companies generate, nurture, and convert
leads to revenue. Services include ABM, email marketing, event
promotion, SEO/SEM, content syndication, digital advertising, social
media, and content development. For more information, visit
www.spearmarketing.com
Additional Resources:
Report: Which Content & Technology Is Driving Today’s Demand Generation?
eBook: The Big Book of B2B Demand Generation Success
White Paper: How to Choose Your Carrot: Effective Lead Generation Offers for
High-Technology Marketers
Questions? howard@spearmarketing.com
Twitter: @hjsewell
www.spearmarketing.com/blog
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