Episode 103: ABM marketing & sales playbooks: Fullfunnel.io & Terminus experience with Jim Gilkey
Full-Funnel B2B Marketing Show - A podcast by Andrei Zinkevich
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Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Jim Gilkey from Terminus sharing: โ- Live examples of the research cascade methodโ- How marketing and sales should collaborate when running ABM campaignโ- Real ABM playbooks and case studiesRESOURCES- Account-based beverages podcast: https://www.accountbasedbeverages.com/- Terminus: https://terminus.com/On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogTHE RESEARCH CASCADETo 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. ๐๐๐๐จ๐ฎ๐ง๐ญ ๐ซ๐๐ฌ๐๐๐ซ๐๐ก.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 calls2. ๐๐ฎ๐ฒ๐ข๐ง๐ ๐๐จ๐ฆ๐ฆ๐ข๐ญ๐ญ๐๐ ๐ซ๐๐ฌ๐๐๐ซ๐๐ก.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- Goals3. ๐๐๐ฅ๐ฎ๐ ๐ฉ๐ซ๐จ๐ฉ๐จ๐ฌ๐ข๐ญ๐ข๐จ๐ง ๐ฆ๐๐ฉ๐ฉ๐ข๐ง๐ .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. ๐๐๐ซ๐ฌ๐จ๐ง๐๐ฅ๐ข๐ณ๐๐ ๐ฌ๐จ๐ฅ๐ฎ๐ญ๐ข๐จ๐ง๐ฌ.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 proof5. ๐๐ข๐ฌ๐ญ๐ซ๐ข๐๐ฎ๐ญ๐ข๐จ๐ง ๐จ๐ ๐ฉ๐๐ซ๐ฌ๐จ๐ง๐๐ฅ๐ข๐ณ๐๐ ๐ฌ๐จ๐ฅ๐ฎ๐ญ๐ข๐จ๐ง๐ฌ (๐ฐ๐๐ซ๐ฆ-๐ฎ๐ฉ ๐๐ง๐ ๐๐๐ญ๐ข๐ฏ๐๐ญ๐ข๐จ๐ง).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-eventsKeep in mind.ABM is not about volume.ABM is about selecting the right accounts that...