🎤 Ridin' solo 🎤

In the words of Jason Derulo, we’re ridin’ solo.

With my first two ABM strategies at Movable Ink on the horizon, we’re going at it solo. That’s right, no ABM platform to help us out.

“Tyler, you’re crazy. There’s no way you can do it without a $50k+ platform.”

Well, I’m here to say otherwise.

Here’s how we’re planning to do it, and save money.

First party data

There’s no predictive buyer’s journey, intent data or engagement data from third party sources. We’re relying, for better or worse, on our first party data in Salesforce.

We’re using that data to build out our target account lists, focusing on churned customers and closed lost opportunities. These accounts have been further refined by churned reason and lost reason.

LinkedIn campaign manager

One of the big KPIs for our programs will be accounts reached and accounts engaged. What I will say, is that the reporting and analytics provided by some ABM platforms is fantastic. But without that, we’re going to rely on LinkedIn campaign manager.

We’ll use the Performance insights within the specific ad campaigns we’re running to the target accounts as well as the engagement insights provided in the Audiences tab. While it’ll be more of a manual process to pull this data, it’ll provide the necessary information to track progress on our KPIs.

Marketo Engage + TAM 🤞

I’m no Marketo aficionado, but I’ve been diving in to understand how we can use it for reporting on our ABM strategies.

We’ll be pulling in our account lists into Marketo Engage and using the Performance Insights reporting for attribution to pipeline and revenue by content type and known contacts.

But eventually we may add their Target Account Management feature to report back on account level insights like engagement, pipeline, revenue and more. Stay tuned for more insights on this as I continue to get ramped.

Salesforce 🥴

Salesforce is always chaotic, let’s be honest. None of it is intuitive. But it’s the one tool I will have to use to provide transparency across GTM teams.

For our ABM strategies, we’ll be building out an ABM dashboard that will track meetings booked, qualified opportunities, pipeline created and revenue won against our goals for each. We’ll use this dashboard and reports throughout our cross-functional meetings to provide transparency on how the ABM strategies are performing.

If you’re currently using any of these tools like this for your own ABM strategies and finding success, please reach out! I’d love to learn more.

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Additional Resources

Account-Based Marketing Calendar

Click here to download my new Account-Based Marketing Calendar for creating repeatable and scalable strategies.

Account-Based Marketing Metrics

Click here to download my new guide to measure ABM.

Need help with your ABM program?

Looking for advice on how to improve your ABM program? I’m here to help.

Below are the ways that I can work you and your team.

• ABM Program Audit

• ABM Calendar Planning

• ABM Account List Building

Click here to learn more and book your discovery call.