picture of the abm playbook

How a Turnkey Approach to ABM Can Help Marketers

Imagine this: in the world of B2B marketing, a seasoned marketer named Matthew is working for a growing SaaS company. He’s tasked with implementing an Account-Based Marketing (ABM) strategy. Matthew knows that ABM has the potential to deliver outstanding results, but he feels intimidated by the prospect of building an ABM campaign and needs help knowing where to begin. 

Sound familiar? Luckily, we're here to help you (and Matthew!) navigate the ins and outs of ABM. Let's jump in.

What ABM Looks Like in Practice

Here's how an ABM campaign rolls out for marketers like you and Matthew:

1. Identify high-value target accounts. The first step is to identify which accounts have the potential to contribute the most to the revenue of the company. 

2. Develop and run custom marketing campaigns. The marketing team will create engaging assets and resources specifically tailored to the target accounts. The goal is to generate interest and increase engagement, guiding the target accounts through the buyer's journey. Matthew's next step will be to launch targeted omnichannel campaigns (programmatic ads, social ads, social media, email, etc.) for these high-value targets.

3. Sales outreach to the warmed-up MQAs. Once campaigns are in play, Matthew looks into gaining transparency in the buyer's journey - including who’s opening what or interacting with the content (including when and how often). This provides marketing with insights into which leads are showing interest and which are ready to be contacted by sales.

4. Measure success rates and adjust as necessary. Matthew will track progress throughout the campaign and measure outcomes to optimize each campaign in future iterations.

How Propensity Simplifies ABM for Marketers Like Matthew 

How easy would Matthew's task of discovering, generating interest and awareness, qualifying, and sharing leads be if the whole process could be automated?

Spoiler alert: With Propensity, it is!

Propensity is a turnkey ABM platform that's always on, making it easy for marketers like Matthew to set up and implement an automated account-based strategy so that sales always has a pipeline of hot leads.

Here's how marketing professionals like Matthew can optimize outcomes and run more successful automated campaigns with Propensity.

Niche Audience Creation - Finding Your Ideal Account and Contact List

Propensity pulls in intent data, allowing you to build your audience based on parameters like:

  • Location
  • Industry
  • Revenue range
  • Keywords

If Matthew's company already has a list, Propensity can help identify which accounts are showing intent signals and use it to find in-market accounts (and target them) while keeping the database up-to-date with fresh contacts.

Get as nuanced as you need! Propensity can track 15,000 signals. All are ethically sourced and GDPR compliant, so you never have to worry about regulatory or compliance issues.

Each account and contact will be scored based on given intent signals, and provided with a score based on the likelihood of being in-market for your solution. 

Account data comes from six to ten different sources, including Bombora data and Propensity's proprietary signals to build an account profile as robust as possible. 

Launching an ABM Campaign

Once the account and contact list are nailed down, Matthew's marketing team is ready to choose and customize an ABM playbook and launch their ABM campaign. 

Choosing a Playbook: Automating Outreach

Propensity has six different playbooks aligned to different growth goals. The playbooks create a cadence that starts with programmatic ads that target individuals across all their devices (desktop, laptop, mobile devices, tablet), continues through marketing outreach, and offers a suggested sales rhythm that is customizable and almost fully automated.

Users can add as many Plays as they like. That way, if they have multiple buying circles, they can edit and customize their playbooks to better target unique personas. Think of Propensity playbooks as the engine of your ABM campaign.

With our ABM Playbooks, marketing, and sales are stacked under one umbrella and maintain messaging continuity. So, whether it's a shared eBook on Day 10, a LinkedIn message on Day 14, or a sales call script or email on Day 21, the messaging stays cohesive right down to the language and visual assets.

An Omnichannel Approach to Marketing

In Propensity, marketers can choose any of the following channels: cold emails that connect with a user's Outlook or Gmail system, automated audience building to launch LinkedIn or Facebook ads, direct mail, connected TV, etc., or geofence connections around conferences or events. All channels are optional! Users can pick and choose the right ones according to their targeting goals and budgets. 

The aim is to build brand trust and showcase social proof while avoiding marketing touches that might be perceived as “salesy”. Make sure your messaging nurtures thought leadership that educates and reinforces brand value.

If Matthew and his team are still determining what will work best, one of Propensity´s ABM specialists can help discuss all aspects of an ABM campaign and share best practices to help clarify how to leverage omnichannel outreach for maximum results. 

Sales Ready MQAs (Marketing Qualified Accounts)

In today's world of information overload, finding the "magic moments" when our target buyers actually want to hear from us is hard. During the lifecycle of a marketing engagement, Propensity is scoring engagement for Matthew's team. Propensity will look at whether the prospect is:

  • Visiting the company's website
  • Opening and clicking on emails
  • Downloading content

And will hand off those leads to sales, pre-qualified as Cold, Warming, or Hot. As leads come in Hot, this is the magic moment when Sales should reach out to multiple contacts at the account in a deeply relevant and helpful manner.

Sales Engagement

Propensity builds out contact lists with as much information as possible so that sales can drill down, find commonality, and humanize the sales process. 

Contact lists contain:

  • Names
  • Contact details
  • Industries
  • Job titles/seniority
  • All signals they're trending on as an organization
  • Skills and interests

These lists can be searched and segmented from every angle (from job title to skills) so that sales can build trust via relevant messaging. 

This entire process repeats monthly. Every few weeks, a list of accounts passes through the marketing engine and is handed off to sales so that fresh Sales Qualified Leads (SQLs) are always in the pipeline, automating the leads-to-sales process. With Propensity, Matthew's sales reps can claim contacts and work the relationship after marketing has warmed them up.

Taking the Mystery Out of ABM

When marketers choose Propensity, they get a layer of automation and an always-on ABM engine to create and maintain a flow of MQAs (Marketing Qualified Accounts). The result is 5X more sales engagement compared to traditional B2B growth tactics.

Plus every week, marketers like Matthew can meet with their dedicated ABM specialist to discuss all aspects of their ABM campaign, from strategy and planning to execution and analysis. It's like having a personal mentor guiding you every step of the way.

If you're a marketer on your journey towards leveraging ABM and need a cost-effective, efficient way to supercharge your sales, unlock the full potential with Propensity - the platform designed for small B2B marketing teams like yours.