picture of the abm playbook

Introducing The ABM Fundamentals Playbook 

You’re focused on maximizing your capabilities as a business. To do that, you need to implement flexible strategies that can change alongside your business. You need a playbook. 

Account-based marketing (ABM) is exploding in popularity. In fact, according to Hubspot, 70% of marketers reported using ABM in 2021. However, it can be overwhelming to get familiar with it, whether you’re new to the practice or simply trying to get it right. 

When you implement ABM, it’s critical to ensure you’re actually targeting accounts you want instead of adding to the noise to work with anybody. ABM is a tactic oriented towards success, but there are a few key factors that must be at play in order to do it well. The practice values customer experience and engagement over all else, and its indicators can pinpoint what you need to do to ensure your target accounts are happy with what you’re offering.

Enter the ABM Fundamentals Playbook

What if we told you you could work a strategy that targets your top 100 accounts and converts up to 20% of opportunities? 

Whether you’re new to ABM or looking to branch into a new sector, the ABM Fundamentals Playbook can help you complete your first end-to-end ABM campaign in just 90 days and transform your ABM into your best-performing growth engine. At the end of the day, you really need to have those accounts truly hear you in order to get to work. 

Check out what our ABM Fundamentals Playbook has to offer. We’ll walk you through the three key phases to help you launch, execute, and measure your first ABM campaign — whether for your business or your newest venture. 

Phase 1: The Preparation Phase

The first phase of our ABM Fundamentals Playbook sets your campaign up for success. During your first 30 days, you’ll identify your top 100 accounts with defined audience profiles. This is your opportunity to see which accounts are the best fit to target and effect outreach. After you identify these accounts, the focus pivots to enriching those accounts. 

This enrichment is powered by different types of data including integrated intent data and firmographic data to start targeting those accounts. During the final days of the Preparation Phase, all focus will be on prioritizing those accounts for outreach. Prioritization is led by tuned-in account scoring that’s built exclusively around your data to forward the best strategy. 

Phase 2: The Execution Phase 

It’s time to run your ABM campaign. The Execution Phase, days 31-60 of the program, is where you’ll introduce your ABM campaign to your target audience. During execution, you will launch your two-week omni-channel marketing campaign across platforms such as Facebook, LinkedIn, Google, and Twitter. This phase is also where you’ll activate two to four-week sales cadences with automated outreach across email, direct mail, and LinkedIn. Execution is about being seen. With the ABM Fundamentals Playbook, you’ll be able to be seen by spotlighting your campaign to your top 100 accounts, not randomly. 

Phase 3: The Attribution Phase

You identified your target accounts, enriched them, and launched your very first ABM campaign. Now, it’s time to prove your ABM campaign’s ROI. The final phase of the ABM Fundamentals Playbook is the Attribution phase. Here, you’ll schedule regularly running reports to put value behind your campaign. 

Attribution is all about measuring effectiveness. It helps you decide where you’ll go next. Tools like real-time scorecards can help here. The attribution phase helps your business stamp down future ABM recommendations that will help you optimize your next ABM program. Finally, you’ll validate that your engagement statistics and opportunity creation are meeting your expectations.

Choose Your Next Direction With ABM

Once you’ve made it through the ABM Fundamentals Playbook, you have a choice to make. Which direction will your ABM journey take you? You could become a self-made ABM pro and continue using Addapptation’s ABM technology of your choice to independently run your next ABM program. 

If you feel secure in the approach you’re familiar with, you can continue leveraging our ABM experts. When you choose this path, you’ll move forward in your journey working hands-on with our ABM specialists to achieve 5-7x opportunity creation with future ABM programs. 

Are you ready to take the next step? A successful future with ABM is attainable. Let us be your guide. Download our ABM Fundamentals Quick guide to learn more about what you need to get started.