Hey ,

ABM campaigns are not all created equal, and measuring them all the same way is a mistake. Depending on your needs, you should have different goals and milestones.

Here are 4 different ways to measure ABM campaigns.

1. 𝐍𝐞𝐭 𝐧𝐞𝐰 𝐫𝐞𝐯𝐞𝐧𝐮𝐞

Goal: new opportunities and revenue.

Metrics:

- The number of engaged accounts (replied, no immediate need, but are interested in learning more)

- The number of discovery calls booked

- The number of sales opportunities

- ACV

- Sales cycle length

- Deals won

- New revenue

- Budget

- ROI

2. 𝐃𝐞𝐚𝐥 𝐚𝐜𝐜𝐞𝐥𝐞𝐫𝐚𝐭𝐢𝐨𝐧

Goal: Winning existing opportunities.

Example playbook: 

-Define an appropriate warm-up play and a specific methodology of how to engage the buying committee 

- Debrief Champion about blocking points in the buying process

- Prepare a personalized content hub with a doc that addresses the blocking points, content that demonstrates the benefits for different buying committee members + case studies

- Suggest a quick workshop to move the buying committee through your framework

- Suggest 1-1 debriefing sessions with peers (e.g. IT dep with your CTO)

Metrics:

- The number of interviews with Champion

- The number of workshops booked

- The number of debriefing sessions

- Won deals

- ACV

- Activation cycle (from interview to the invoice. You can compare it later with the sales cycle length).

- Campaign revenue

3. 𝐄𝐱𝐩𝐚𝐧𝐬𝐢𝐨𝐧

𝐆𝐨𝐚𝐥: Expand business with existing clients.

Example playbook:

-Create a case study and interview power users, Decision-Makers (DMs), and Champions about the value and results they are getting from your product.

-Find common connections in other departments and/or branches and ask Champion to make an intro when possible. 

-Run a campaign with excerpts from the interview and the case study to warm up the buying committee.

-Ideally, co-host a webinar with the Champion inviting other departments/branches.

-Create a personalized content hub explaining the benefits of a new department or branch that they can get from your product.

-Suggest 1-1 debriefing sessions with peers

Metrics:

- The number of case studies created

- The number of workshops arranged

- The number of new licenses sold

- LTV growth

- ACV growth

- Total expanded revenue

4. 𝐂𝐨𝐧𝐭𝐫𝐚𝐜𝐭 𝐫𝐞𝐧𝐞𝐰𝐚𝐥 / 𝐜𝐡𝐮𝐫𝐧 𝐩𝐫𝐞𝐯𝐞𝐧𝐭𝐢𝐨𝐧

Goal: renew contracts with key accounts.

Example playbook:

- Interview Champions, power users, and, ideally, decision-makers about new initiatives and goals.

- Create a presentation about product roadmap and updates, and tailor it to accounts' goals (how they can benefit).

- Book calls to present the roadmap.

This campaign can be merged with an expansion campaign.

Metrics:

- The number of presentations booked

- The number of resigned contracts

- Renewed revenue

ABM stack for different ABM maturity stages

1. Pilot stage

Keep your stack lean and don't overinvest in tech. You don't have processes and don't know what areas of the ABM campaign could be refined.

Lean stack:

- One source of intent data. E.g. website visitors identification: Happierleads, Leadfeeder or Albacross

- Sales Navigator

- Account enrichment - Clearbit, ZoomInfo, Hunter.io

- Content hubs - Paperflite.

2. ABM Operations

While you document the processes and create marketing and sales playbooks, start building your stack.

You can add:

- New sources of intent data depending on your needs (G2, Bombora, BuiltWith, Mention, etc.)

- Marketing automation for email nurturing & retargeting (Hubspot)

3. Scaling ABM

When you've created clear playbooks and made ABM an evergreen process instead of a one-time campaign, you can start scaling ABM.

At this stage, you can add to your stack software that help automate some processes for Tier 2 and Tier 3, accelerate awareness & demand programs and improve account enrichment.

You also must be sure that campaigns for Tier 1 and Tier 2 accounts you've launched manually perform really well, there is solid ROI and you can invest in more expensive software.

You can add to your stack:

- Account enrichment and profiling solutions (Cognism, Clearbit)

- Programmatic multichannel ads (metadata.io)

- Gifts delivery (Sendoso, Alyce)

- Sales cadences for Tier 3 accounts (lemlist, Salesloft)

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Quick note.

Dear , you can (and should) launch your first ABM campaign without a stack.

The lowest hanging fruit is deal expansion, deal acceleration, or re-engagement campaign.

Here is a simple deal expansion setup.

1. Sit down together with sales and review all of the existing clients.

2. Map out clients where you see a potential to grow (e.g. only one department uses your product, and there are 8 more departments that can use it)

3. Select one client with whom you have a great relationship and interview a power user. Discuss the business case, the results, and the value they get from the product.

4. Create a slide deck with the main results and share it with a power user.

5. Add use cases and benefits for other departments.

6. Together with a power user promote the case study and invite other departments for the in-house webinar where you present the use case.

You'll only need Zoom to run this campaign 😄 

TLDR;

Don't build a stack and don't invest in expensive software before creating ABM processes and onboarding marketing, and sales teams.

The software can refine and accelerate the processes but not replace them.

Strategy -> Resources -> Pilot -> Process -> Stack.

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