Laser Focus Your Campaigns with Account-Based Marketing

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.

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.

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.

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 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.

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.