According to SiriusDecisions, 90% of B2B marketers say ABM is at least very important, yet less than 20% of practitioners have implemented ABM. Learn the 7 basic strategies of Account-Based Marketing covering the entire buyer / customer journey and including details on the right metrics, tactics, and expected benefits of each.
2. 4 Types of
ABM
1:1 ABM ABM Lite
Programmatic
ABM Bolt-on ABM
Add expanded reach
to entire account to
supplement lead-
based nurture.
ABM-inspired tactics
across 100s or even
1,000s of identified
accounts.
Accounts share similar
business attributes,
challenges, and
initiatives.
For high-value,
strategic accounts.
Highly personalized.
Higher Value Lower Value
1-10 accounts 10-100 accounts 100-1000 accounts
ABM
@terminus #ABM #FlipMyFunnel
3. 7 ABM Strategies Every Marketer Must Master
Net New Interest Dead Opp Renewal & ExpansionOpportunityBuying Stage
ABM Strategy
(1:1, ABM Lite,
Programmatic)
Lead-Based
Strategy
(Bolt-On ABM)
Demand Gen Sales Pipeline Customer Marketing
Pre-
targeting
Renewal
& Upsell
Pipeline
Acceleration
Wake the
Dead
Account
Nurture
Lead-to-
Account
Nurture
Land &
Expand
X
@terminus #ABM #FlipMyFunnel
4. PURPOSE
Generate awareness with
cold / net-new accounts to
improve outcomes for
outbound campaigns
TACTICS
Terminus campaigns
SDR cadences
Email campaigns
Direct mail
Events
BENEFITS
Improved engagement
rates, account
penetration, and MQAs
created
KPIs
Pre-Targeting
ABM Strategy + Terminus
Demand Gen
@terminus #ABM #FlipMyFunnel
# of meetings set
% of accounts that show
engagement
# of target accounts that
attend an event or
webinar
5. PURPOSE
Engage key stakeholders
throughout account to
increase conversion to
sales pipeline
Terminus campaigns
Email campaigns
Webinars
Direct mail
Events
Retargeting
Increased engagement
throughout entire
account and accelerated
pipeline conversion
KPIs
Lead-to-opportunity
conversion rate
MQA-to-opportunity
conversion rate
Pipeline created
@terminus #ABM #FlipMyFunnel
Account Nurture
ABM Strategy + Terminus
Demand Gen
BENEFITSTACTICS
6. Deliver message beyond
the individual lead
and engage more
stakeholders in the
account
Terminus campaigns
Lead-based email
nurture
Retargeting
Expands reach of
nurture to include other
key stakeholders
Increased likelihood of
converting to opportunity
Lead-to-Account Nurture
(Bolt-On ABM)
Lead Based Strategy + Terminus
Demand Gen
@terminus #ABM #FlipMyFunnel
PURPOSE KPIs
Lead-to-opportunity
conversion rate
Pipeline created
BENEFITSTACTICS
7. PURPOSE
Engage wider audience of
stakeholders during sales
process to increase
pipeline velocity and win
rates
Terminus campaigns
Sales person
engagement
Field marketing
activities
Events
Shorten sales cycle,
accelerate opp
progression, and
increase closed/won
rates
KPIs
Win rates
Opportunity stage
conversion
Sales cycle length
Revenue
#ABM #FlipMyFunnel
Pipeline Acceleration
ABM Strategy + Terminus
Sales Pipeline
@terminus #ABM #FlipMyFunnel
BENEFITSTACTICS
8. PURPOSE
Generate pipeline by
re-engaging opportunities
that have been closed out
in the sales pipeline
Terminus campaigns
Sales person
engagement
Events
Direct mail
Webinars
Email nurture
Revives lost pipeline
which has a higher
propensity to buy
KPIs
Pipeline generated
Win rates
Revenue
Wake the Dead
ABM Strategy + Terminus
Sales Pipeline
@terminus #ABM #FlipMyFunnel
BENEFITSTACTICS
9. Engage other divisions or
business units within an
account
Terminus campaigns
Sales outreach
Account management
Email campaigns
Direct mail
Case study
Increase revenue in
existing accounts by
targeting other divisions
with customized
messaging
Land & Expand
ABM Strategy + Terminus
Customer Marketing
@terminus #ABM #FlipMyFunnel
PURPOSE KPIs
New revenue
% of new revenue
influenced
Churn rate
BENEFITSTACTICS
10. Renewal & Upsell
ABM Strategy + Terminus
Customer Marketing
@terminus #ABM #FlipMyFunnel
Engage key decision
makers beyond user in
order to increase renewal
rates and contract value
Terminus campaigns
Sales outreach
Account management
Email campaigns
Direct mail
Improved contract value
and churn rates by
engaging the entire
account prior to renewal
PURPOSE KPIs
New revenue
% of new revenue
influenced
Churn rate
BENEFITSTACTICS