Steal our ABM playbook 🥷

As a company selling ABM software

We should eat our own dog food (do our own ABM)

But we didn’t for a long time..

There were a few reasons, of course

• We needed the right foundation & resources to invest on a high touch program like ABM
• We needed to have a better understanding of our ICP (Ideal customer profile)

Now that we have both, we’ve started our own ABM 💪

In this newsletter, I’ll expose our best practices

So you can incorporate/steal what works for you

1) Shortlist ICP profiles from Accounts that take demo

Our demand-gen activities drive demos every week.

The demos help us really understand pain-points & what our prospects need

We shortlist few accounts to be added each Friday to our ABM process

We do an intent check, website visit check, techno-graphics check & a bunch of other things to qualify

2) Run air-cover with targeted ads

We run personalized ads only to decision-makers and influencers in the target companies.

Considerable research goes into this process

Made easier by SDR’s notes from demo

Each account gets 5 ad creatives dedicated to them (personalized for every account)

And yes, we absolutely run our ads through Recotap

PS: For tips on how to write ABM ad-copies, check this LinkedIn post by our CEO

https://www.linkedin.com/posts/arung_b2bmarketing-accountbasedmarketing-saasmarketing-activity-7163882104336867328-RWjz

3) Pain-point oriented email nurtures

From the pain points learnt during demos

We draft a storyline for email nurtures

This storyline is then split into 10+ emails over 6 months

And of course, the emails will be intensely value-packed & directly alleviates pain-points that can be solved without Recotap

4) LinkedIn

We use Breakcold to follow each accounts’ target audience on Linkedin

Our goal is to engage with posts made by decision makers & champions if its relevant

This helps us to convey the personal attention given & stay top of mind

Occasional LinkedIn DMs that are in tandem with the emails being sent, also help channel attention to Recotap

What we’ve learnt

This combination of strategies has gotten us a great healthy pipeline

We’ve had numerous clients book follow up meetings along with their higher-ups and explicitly said

“If your ads can make us book a meeting with you, you can help us get box-tickets to the big games too.”

So that’s one of our own ABM playbook. Feel free to steal