ABM Campaign Playbook A Step-by-Step Template for Planning ABM Campaigns with the TEAM Framework developed by Campaign Stars and Terminus.

THE OFFICIAL

The Official ABM Campaign Workbook |

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Decide which lifecycle stage you’ll focus on:

ACQUISITION e.g. New market entry Key account acquisition

ACCELERATION e.g. Speed enterprise deals

EXPANSION e.g. Increase renewal TCV OTHER

Brand Asset Hub Please take a few minutes to share your core brand information with us. This information is likely to remain constant across multiple campaigns. Organizational readiness What is your familiarity with ABM? What is your relationship with your sale team? Have you run joint sales & marketing campaigns in the past? What metrics are important to you?

Define Your Program

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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Introduction to the TEAM Framework

First, let’s begin with an introduction to the TEAM framework.

SECTION ONE

The Official ABM Campaign Workbook |

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Introduction to the TEAM Framework

ABM can be daunting, but it doesn’t have to be. Account-based marketing rethinks B2B marketing from the ground up. It impacts how you run market segmentation and planning, how you work with sales, how you think about channel orchestration and optimization, and even how your executives and board report on and view marketing progress.

TEAM lays out simple steps to guide how you plan, operate, and evaluate your B2B marketing campaigns. It also provides you with a clear way to communicate successes to your organization.

Why Start with TEAM? The Official ABM Campaign Workbook |

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‹#› What does it mean?

Target Engage Activate Measure

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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‹#› The Official ABM Campaign Workbook |

| What is the campaign objective? What do we want these target accounts to buy/do/learn? Define your Ideal Customer Profile (ICP) This is the firmographic, environmental, and behavioral attributes of accounts you expect to be your best customers. Start by looking at your highest-value, most retained current customers to identify trends.

Determine Accounts Is it critical to launch the program within 30 days of selecting accounts. Is sales bought in on these accounts? Are we targeting a vertical, use case or solution? Accounts can be grouped in a variety of different ways. Identify Target Domains This is necessary to display personalized content. Identify Account Owner to be displayed to each target account and base-board Whose contact card should be shown on the board.

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TARGET

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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Target Contacts

Gather contacts Start with internal contacts first and then we will use ZoomInfo (if applicable) to augment where we need to to get to 10-30 per account.

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Your Data + ZoomInfo Data = secret sauce

The Official ABM Campaign Workbook |

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‹#› The Official ABM Campaign Workbook |

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ENGAGE

Digital Ads Chatbots Survey-based Lead Generation Direct Mail / Gifting Orchestrated Sales Campaigns Email Campaigns

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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‹#› The Official ABM Campaign Workbook |

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ENGAGE - Delivering results

Best in-class companies are using all marketing and sales channels

Multi-channel outreach drives better response, better action

1% 6% 7.6% 8.7% 20% Email only Direct mail only Multi-channel marketing Direct mail and email Orchestrated

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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Engage - What channels are we currently using? REMINDER: We suggest that there are at least THREE!

Paid Ads Direct Mail / Gifting Email (Platform) Chatbot 6Sense Demandbase Terminus LinkedIn Other Sendoso PFL Campaign Stars Content Experience Sales Automation (Salesloft / Outreach) Marketing Automation (Marketo, Hubspot, etc) Drift Qualified

The Official ABM Campaign Workbook |

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‹#› The Official ABM Campaign Workbook |

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Content aligned to the buyer's journey makes it most engaging, relevant and compelling. The buyer's journey and content

Prospect is experiencing and expressing symptoms of a problem or opportunity.

Awareness Stage Consideration Stage Decision Stage Prospect has now clearly defined and given a name to their problem or opportunity. Prospect has now decided on their solution strategy, method, or approach.

ENGAGE

Educational content Short form videos Infographics Case studies Editorial content / blog Analyst reports Expert content Expert guides Live interactions Webcast Podcast Whitepapers eBooks Research reports Vendor comparison Trial download Product literature Product comparison Live demo

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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Sales Engagement Initial kick-off meeting - as soon as the campaign begins. Include all of your reps taking part. Program overview - Reiterate this is all for them to crush their number Account selection Sales expectation Pre-launch meeting Review of all campaign elements (landing page, call scripts, emails, LinkedIn, etc) Sales expectation Reporting 2X monthly regroup with sales Review of reporting, what’s working, what can be improved, help needed

ACTIVATE

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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ACTIVATE

The Official ABM Campaign Workbook |

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‹#› Acquisition Acceleration Expansion Inside Sales (SDR/BDR) Lead / Warm up the buyer Supporting Role Field Sales (AEs) Enter once buyer is engaging / connect on social channels Lead Existing Account Managers (CSMs) Lead Partner Sales / CSMs Actively involved for warm connect Actively involved to accelerate Active involvement

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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‹#› The Official ABM Campaign Workbook |

| We will measure the following KPIs: Account Engagement - Measured by board visitors Contact Engagement - Measured by board visitors Conversion - Measured by your desired CTA (Conversation with a Seller or Demo Request) We will measure program results bi-weekly. How will you provide reporting on the following channels? Email (if not using the Campaign Stars platform) Social Media Seller activities (phone calls, LinkedIn connects) Pipeline metrics (opportunity creation, closed/won, etc) Other

MEASURE

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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Engagement by Lifecycle Stage (Annual) % Accounts Engaged % Sellers Engaged Acquire - Cold List 12% 6% Acquire - Warm List 20% 12% Accelerate 58% 30% Expand 62% 40%

The Official ABM Campaign Workbook |

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Stage Strategy

Engagement by Lifecycle Stage

ACQUIRE ACCELERATE

EXPAND

Create TOF Engagement Set New Demos Accelerate Deals in Pipe Revive Stalled Opportunities

Retain More Customers Land & Expand

Cross-Sell New Products

Engaged Seller Conversation

Engaged Seller Conversation

% Accounts 70% 60% 50% 40% 30% 20% 10%

Average Engaged Average Seller Conversion

Engaged Seller Conversation Video walkthrough

The Official ABM Campaign Workbook |

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‹#› The Official ABM Campaign Workbook |

| Account selection // Identify the parameters to use and confirm those with sales. Make sure that sales + marketing are aligned on selected accounts. Be strategic.

Failure to launch // Once accounts are selected, it is critical to launch within 30 days to maintain program momentum.

Missing Domains // All domains associated with a target account must be included so personalization rules can be set up correctly.

Bad Data // Old, inconsistent, etc.

Launch trumps “perfection” // getting into market as a revenue team (sales + marketing) quickly, drives results. Avoid approval loops and focus on buyer engagement.

Sales follow-up // ensure the sales team is following best practices and engaging with the contacts that have been identified within the target accounts.

Biggest Campaign Pitfalls

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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Launch Timeline Kickoff Week 1 Week 2 Week 3 Week 4 Review the Brand Asset Hub Review the ABM Campaign Playbook Finalize Campaign Objective Identify Target Accounts Gather contacts Finalize content Build Boards Finalize cadence Author communications Review + final approval to launch

Month One

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‹#› Communication Type Dates/Attendees Weekly Project Check-ins Plan upcoming taks, quick update on tasks completed. Attendees: Client Project Manager + SMEs as needed Duration: weekly Sales Check-in Ensure sales is “pumped” and providing input to improve campaign performance Attendees: Client Project Manager + Sales Leads Duration: every two weeks (once program launched) Monthly Executive Sessions Step back and review program health and learn about your business! Attendees: Client Project Manager + Sales Leads + Exec Champion Duration: Monthly Business Reviews Plan out what’s next. Attendees: Client Project Manager + Sales Leads + Exec Champion + Other folks who may benefit from similar programs. Duration: Quarterly

Let’s talk about how we’re going to talk

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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‹#› The Official ABM Campaign Workbook |

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Next Steps

Your Next Steps - Finalize Brand Overview Doc Work on Account Selection Share assets with us in your Brand Asset Hub

Resources - Project Plan Brand Asset Hub Brand Overview Doc

The Official ABM Campaign Workbook |

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The Official ABM Campaign Workbook |

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For more information, visit www.campaignstars.com

The Official ABM Campaign Workbook |

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