ABM General Service

Laser Focus Your Campaigns with Account-Based Marketing

Align your marketing and sales teams to run highly personalized engagement campaigns for specific targeted accounts to increase sales velocity.

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Our Account-Based Marketing Services

Focus your marketing and sales efforts on engaging with your “dream client list”.

ABM strategy geometry

ABM Strategy

We help B2B companies orchestrate Account-Based Marketing campaigns. Together with your team, we deep-dive into your niche market, identify high-ticket buyers, and build engagement programs for both marketing and sales teams.

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ABM Full Execution

We do the ABM heavy lifting for you. Our team will set up HubSpot for you, build landing pages, write content, build social ads, Google Ads, create outreach campaigns, make videos, make case studies. Everything that is needed to close deals.

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ABM Consulting

We compress our extended hours invested in running ABM campaigns into consulting and training programs. Btw... we love companies that want to take their destiny into their own hands and start running ABM programs internally.

They try different attitudes, they do different activities, and we can see that they follow what they teach others.
Paulina itCraft
Paulina Chmielewska
CMO @ itCraft

Our Approach to Account-Based Marketing

Ready for ABMing? We've perfected ABM execution. Here are the three steps we will take together.

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Month 1

ABM program strategy

1. Ideal Customer Profile & Target List

TARGET: we run market and customer segmentation to establish criteria for your best-fit buyers. Then we compile a list of target accounts that match the description.

2. Marketing and Sales Touchpoints Plan

ENGAGE: we build a matrix of engagements based on ABM buyer personas within target accounts. 

3. Orchestration and Reporting Dashboards

ACTIVATE & MEASURE: we outline the Marketing and Sales plays that go into ABM orchestration. As an aligned team, we agree on metrics for reporting.

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Month 2
1. ABM Infrastructure Setup

We make sure you have the tech stack for ABM program implementation. We onboard your team and migrate your data.

2. Content Production & Creatives

Based on the topics and messages that resonate with the buyer personas within your target accounts, we build a content pipeline.

3. Ad Campaigns Setup

We develop and get ready for personalized ad campaigns to target decision-makers within your target accounts.

4. Custom Sales Playbook

We take sales enablement to the next level with marketing and sales alignment, personalized content offers, and ABM orchestration plan.

Setup
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Month 3
1. Ad Campaign Launch & Optimization

We start personalized ad campaigns targeted at specific accounts. We make sure you hit your goals and optimize what's needed along the way.

2. Account Research

We collect data on target accounts and buyer roles within them to outline engagements with specific people.

3. Social Selling

We use social selling to engage decision-makers with Marketing and Sales plays on social media.

4. Multichannel Outreach

We amplify engagement by using a combination of channels to get our messages across.

Monthly Ongoing
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Outcomes

1. Marketing-influenced Pipeline Growth

You see how your marketing efforts contribute to moving the deals forward by looking at specific metrics and analytics.

2. Qualified Appointments

You see how lead nurturing results in qualified appointments with target accounts - meetings that bring you deals.

3. Improved Sales Velocity

Thanks to extensive research and improved targeting, deals with best-fit accounts move faster. 

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Some of the tools we use to run ABM programs

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CRM & Marketing Automation
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Sales Intelligence
google ads
Ad Platform
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Email Outreach
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ABM Platform
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Sales Intellingence

We build awareness

for our clients on:

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LinkedIn Ads, used in all of the stages of the buyer's journey.
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Xing Ads, used in all of the stages of the buyers journey. DACH region
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Twitter Ads, used as a secondary touch. (Remarketing)
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Facebook Ads, used as a secondary touch. (Remarketing)
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Quora Ads, used as a secondary touch. (Remarketing)
Know more

Frequently Asked Questions

When is ABM worth it for my business?

ABM is worth it when you offer premium services or a higher-end product with a Customer Lifetime Value (CLV) of at least €15,000.

In case your CLV is lower than 15,000, ABM will be too much effort and it makes sense to focus on demand gen because it'll be more scalable for you.

Examples of when ABM is right for you:

1. You are a software house that runs long-term projects and offers expertise in a particular niche.

2. You sell a tool that addresses Enterprise needs and your pricing model is an annual contract on top of which you have services to upsell.

If, on the other hand, you offer a lower end SaaS tool with no upsell potential, then you're better off investing in demand gen.

Meanwhile, there are some hybrid cases where you offer the tool at a fixed price with services you sell on top - then ABM makes sense again.

The rule of thumb is to look if you can grow sales organically based on your entry point offer.

How do I know if ABM works?

Actions speak louder than words, and so we invite you to check our case studies and judge ABM by real-life results and the feedback we collected from clients.

Meanwhile, there are entire institutions like Gartner that focus heavily on Marketing research - this is a brilliant resource to read up on ABM efficiency and hear from tech giants who've grown thanks to their Account-Based Marketing programs.

ABM makes sense now more than ever - when there's so much noise around demand gen. Because of the COVID-19 pandemic, everyone went online and ran a digital transformation. In times like these, ABM brings clarity and empowers you to stand out with specialization.

How is sales velocity calculated?

To calculate sales velocity, you need to multiply your # of opportunities by the value of deals and also by win rate - and then divide it by the length of your sales cycle (the time it takes to close a deal).

Sales velocity is the #1 metric that we aim to improve while also taking into account vanity metrics like website traffic and bounce rate.

If you decide to work with us, sales velocity is what we keep at the heart of our reporting.

What resources do I need to allocate for ABM?

We'll need to work with at least one marketing leader/ABM owner (usually, this is a person from your marketing team).

Additionally, we'll need to be in touch with at least one sales rep (not necessarily a leader) who is running engagement activities like sales outreach and has conversations with prospects.

At the beginning of your ABM journey, we also request a product or market specialist (SME - subject matter expert) who knows your buyer personas and can offer market-specific insights.

We don't use HubSpot. Can we still work together?

We have 2 options:

a) If our services will be limited to putting together an ABM strategy and running an ABM training, then no, we don't need you to have HubSpot.

b) If you'd like our team to also execute your ABM programs then yes, we do require you to use HubSpot.

What is a typical timeline for ABM programs?

Although ABM programs vary greatly depending on the scope of target accounts*, we aim to have clear conclusions in 3 months (mid-market).

The first month is dedicated to preparation, onboarding, and ABM strategy.

Months 2-3 are all about execution (demand generation, sales engagement, etc.).

* If you plan to target Enterprise companies, then we'll need more time (depending on the complexity of company units, the number of budget holders, etc.).

If you're after SME companies, then you'll get the results faster as we can clearly see the decision-making chain, identify buying roles within the buying committee, and ultimately move the deal faster.

We're happy to review your business goals and deliver a proposal specific to your company and the type of ABM program we'd run for you - request your proposal here.

Let’s start working together
on your next campaign.

Get in touch in no time with our team