Episode 103: ABM marketing & sales playbooks: Fullfunnel.io & Terminus experience with Jim Gilkey

Full-Funnel B2B Marketing Show

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel
Join me and Jim Gilkey from Terminus sharing: ​
- Live examples of the research cascade method
​- How marketing and sales should collaborate when running ABM campaign
​- Real ABM playbooks and case studies
RESOURCES
- Account-based beverages podcast: https://www.accountbasedbeverages.com/
- Terminus: https://terminus.com/
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
THE RESEARCH CASCADE
To generate revenue from ABM (account-based marketing) campaigns you need to implement the research cascade method. Here is why and how.
ABM stands for personalized solutions to companies with a clear need or challenges your product solves.
Start with a list of engaged accounts that fit your ICP and passed through qualification criteria.
Next, leverage the research cascade method.
1. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.
Collect and analyze all publicly available information about target accounts' key initiatives and strategy.
Here are the main sources:
- press releases
- interviews with chief executives
- roadmaps
- corporate reports
- earning calls
2. 𝐁𝐮𝐲𝐢𝐧𝐠 𝐜𝐨𝐦𝐦𝐢𝐭𝐭𝐞𝐞 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.
Research the buying committee and collect insights about how they might be involved in the key initiatives.
Here are several things you need to pay attention to:
What's their role and area of responsibility in the stated key initiative or strategy?
- KPIs/OKRs
- Challenges
- Goals
3. 𝐕𝐚𝐥𝐮𝐞 𝐩𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐦𝐚𝐩𝐩𝐢𝐧𝐠.
Start mapping your value proposition with the identified KPIs, goals, and challenges of every buying committee member.
Fullfunnel.io example from selling ABM sprints:
Marketing: Get a proven process to collaborate with sales and increase marketing-sourced revenue.
Sales: Hit revenue targets faster by winning deals with enterprise accounts.
4. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.
Write down short (I recommend one-page docs) personalized solutions for every buying committee member.
Include:
- Context
- How exactly your product helps to achieve their goals or solve the challenges
- Relevant social proof
5. 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐨𝐟 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 (𝐰𝐚𝐫𝐦-𝐮𝐩 𝐚𝐧𝐝 𝐚𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧).
Create a multichannel warm-up and activation program with sales.
Include:
- Social engagement and selling
- Personalized ads
- Content hubs
- Content collaboration
- Direct mail swags
- Micro-events
Keep in mind.
ABM is not about volume.
ABM is about selecting the right accounts that have a need for your product and marketing to them with personalized solutions.