Hey ,

Today, we'll show you step-by-step how we ran an ABM campaign that generated $300k in revenue.

Let's get started.

Why should companies focus more on account-based marketing? 

ABM is crucial for companies in the sense that if they put in consistent effort, it will be easy for them to have an evergreen funnel and sales opportunities. 

In fact, the point here is not whether or not the ICP will become a prospective client right away. Instead, it is all about getting them ready to have the trigger that you have defined. 

In addition to that, ABM is scalable. You can start really small and build up to become something big. 

What’s more, you do not need expensive tech and ABM is way easier than you think. To crown it all, ABM is amazingly cost-efficient and can help you keep you CAC under control.

ABM Net New Revenue Campaign that generated $300k in revenue and had a 37% reply rate breakdown (12 of 30 accounts replied)

The campaign was executed by Andrei, 1 SDR, and 1 junior marketer responsible for the account research with a total budget of $6k.

𝐂𝐥𝐢𝐞𝐧𝐭'𝐬 𝐛𝐚𝐜𝐤𝐠𝐫𝐨𝐮𝐧𝐝.

Software development company without a clear niche focus and specialization. Sales opportunities were generated from recommendations and attending conferences/tradeshows.

𝐂𝐡𝐚𝐥𝐥𝐞𝐧𝐠𝐞𝐬.

- Miserable reply rate to outbound campaigns

- Commodity vendor positioning

- Lack of brand awareness and demand generation

𝐒𝐭𝐚𝐠𝐞 1. 𝐀𝐁𝐌 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲.

We started with:

a) Market segmentation and prioritization to identify verticals where we have competitive advantages as:

- domain knowledge

- case studies

- less competition

b) In-depth interviews with the key customers from selected vertical to understand their buying process: what triggers and influences it + tangible values they got from collaboration.

c) Developing ICP (ideal customer profile) and defining the buying committee structure with the sales team

d) Defining tier segmentation criteria to put all the strategic accounts into different segments

𝐒𝐭𝐚𝐠𝐞 2 - 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧 𝐎𝐫𝐜𝐡𝐞𝐬𝐭𝐫𝐚𝐭𝐢𝐨𝐧.

We focused only on tier 2 and tier 3 accounts because of the limited resources.

𝘛𝘪𝘦𝘳 3.

US healthcare startups with <40 people that need help with developing specific features according to US medical standards like HL7, HIPAA.

The buying committee consists of CTO (who is usually a co-founder), a product manager (Influencer), and a CEO.

For a pilot campaign, we decided to re-engage 40 accounts they were connected to earlier with creative cold email outreach.

𝘛𝘪𝘦𝘳 2.

US mid-sized healthcare tech companies, 50-200 people that need to quickly ramp up the team with a specific skillset on a timely basis.

The buying committee includes:

- Champion: product manager

- Decision-maker: CTO

- Influencer: CEO

- Influencer: HRs.

We selected 30 accounts for the pilot campaign, which consisted of job role personalized pitches via direct mail and phone follow-ups.

𝐒𝐭𝐚𝐠𝐞 3 - 𝐂𝐚𝐦𝐩𝐚𝐢𝐠𝐧 𝐄𝐱𝐞𝐜𝐮𝐭𝐢𝐨𝐧.

Every direct mail swag included a personalized gift and pitch.

All the swags were delivered by FedEx (we use it because of urgency and credibility), the next morning sales team called all the accounts.

Contacts that sales couldn't reach out to, were followed up by email and LinkedIn.

𝐑𝐞𝐬𝐮𝐥𝐭𝐬.

This campaign had a 37% reply rate (12 of 30 accounts replied) and a 20% success rate that generated $300k in revenue (pilot contracts).

Best Shares From Trenches Community

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2. The wrong and the right questions to ask when building out demand gen/marketing programs by Dan Renyi 
3. 5 steps to combine ABM and demand generation in a balanced marketing plan by Vladimir Blagojevic

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Adechina D. Odjo,

Content Editor @Trenches