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- Just keep ABM simple
One fun fact about me is I help coach high school varsity boys basketball in my spare time during the winter.
Our head coach has always said this one phrase and it sticks with me even with work.
“Don’t overcomplicate winning.”
Meaning, focus on doing the simple things really well, and over and over again. Avoid trying to do too much, i.e. going out of your comfort zone or skillset, because this is when you overcomplicate things and struggle to find winning opportunities.
Same can be said for ABM or marketing in general. Don’t overcomplicate it, do what works well and drives results.
We’re winding down our initial ABM strategy at Movable Ink and we’ve been able to drive over $2m in meetings booked and over $1.4m in qualified pipeline. And a good portion of that has a chance to close in the near future.
The best part? We didn’t overcomplicate it.
No ABM platform, tons of signals or design a venn diagram for account selection.
We focused on:
Churned customers to increase win rates
Closed lost opportunities to drive pipeline for a new product
Unified KPIs
Simple engagement data from LinkedIn
Consistent meeting cadence
Personalized outbound
This was also a 1:Few strategy which is focusing on a finite amount of accounts, which can be over 100 or so accounts. Or my rule of thumb is trying to have about 10-15 accounts per rep, or 20-25 per region we’re focusing on.
Because you don’t need hundreds or 1,000’s of accounts to make this work. It’s about working the right accounts with quality outreach.
One of the common misconceptions around ABM is you need a robust tech stack or 10’s of data sources to pick accounts and drive engagement.
You don’t. Outside of spending a fairly small amount on LinkedIn ads, everything you’ve read and seen above cost us $0 to execute. And you can do the same thing.
The Ultimate Guide to Building an Account-Based GTM Strategy walks you through exactly how to do this on your own. Especially as you begin thinking about your 2025 plans, this is a great starter kit for your ABM strategy without breaking the bank.
Get started planning your 2025 ABM strategy here
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Need help selecting your ABM target accounts?
Trying to figure which accounts to target for your ABM strategy can be difficult.
Using the framework in The Ultimate Guide to Building an Account-Based GTM Strategy, we can work together to select the right target accounts and build out an ABM plan that will deliver more meetings, pipeline and revenue for your company.
Click here to read more on the different offerings and to schedule a free meeting.
Sponsorship Opportunities
I’m now excited to offer multiple sponsorship opportunities within this weekly newsletter or on LinkedIn.
Please reach to me via email here: [email protected] to discuss options.
 | Author: Tyler Pleiss |