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

THE OFFICIAL

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

SECTION ONE

Why start with TEAM?

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.

That’s a lot for a marketer to take on. That’s where the TEAM Framework comes in. It’s a simple way for you to think through how to plan, operate, and evaluate your B2B marketing campaigns, and communicate their success clearly both within your team, and across your organization.

ABM can be daunting, but it doesn’t have to be.

The Official ABM Campaign Workbook | |

4 The Official ABM Campaign Workbook | |

Campaign Stars Unifies your Growth Strategies

KPIs (success metrics)

Audience Targeting

Engagement & Activation Plays

ACQUISITION ACCELERATION

Operationalize TEAM Across the Account Lifecycle

EXPANSION

⇨ High fit net new accounts

⇨ In-market intent signals

⇨ Light engagement

⇨ High fit

AB Display, Retargeting, + Linkedin

1-to-1 Advertising, targeted email

Engaged Accounts (#) Account Engagement Rate (%)

Opportunity Accounts (#) Opportunity Rate (%)

⇨ Open opportunities

⇨ Overdue opportunities

⇨ Lost deals

Retargeting, Personalized Email, Direct mail, Events

Retargeting, High-touch tactics, Precision 1-to-1

Closed-Won Accounts (# & $) Account Win Rate (%) Velocity, ACV

Closed-Won Revivals (#) Account Win Rate (%)

⇨ Upcoming renewals

⇨ Competitor intent

⇨ Intent for adjacent solutions

⇨ New departments

Ads + Email Feature Comms, Exec awareness advertising

New product awareness, AB success outreach

Gross Retention (%)

Expansion Win Rate (%)

⇨ Intent in new offices

⇨ Likely to use more

IP and persona - based 1-to-1 advertising

Net Retention (%)

Create TOF Engagement

Set New Demos Accelerate Deals in Pipe

Revive Stalled Opportunities

Retain More Customers

Land & Expand Cross-Sell New Products

Stage

Strategy

SECTION TWO

Use the following workbook to outline, plan and execute TEAM-based ABM programs.

ABM Now! Workbook

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Define Your Program

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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.

Who will be involved from sales? Who is involved in the outreach efforts (ie AE, BDR)? Marketing and Sales alignment is critical.

Organizational readiness Have you run joint sales & marketing campaigns in the past? What metrics are important to you?

Other Elements of the program Determine email tool (MAP), sales outreach tool, content platform

4. Logo layout

3. Layout with Promo area at the bottom

Folloze Account set up Clarify subdomain and SSL process

7 The Official ABM Campaign Workbook | |

Content Experience Platform Overview

1. Standard layout 2. Layout with Promo area at the top

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TARGET

The Official ABM Campaign Workbook | |

Determine Account and Vertical Selection Is it critical to launch the program within 30 days of selecting accounts.

Identify Target Domains This is necessary to display personalized content.

Identify Account Owner to be displayed on each target account and base-board Whose contact card should be shown on the board.

Is there anyone else to include in outreach efforts? AE, BDR, CSM, Executive Outreach

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TARGET

The Official ABM Campaign Workbook | |

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.

Data Review & audit Are company names and contact names standardized? Are company names optimized for personalization? etc. https://docs.google.com/spreadsheets/d/1IOQPFV3GK9jbSq945_yUY_o-FkSL kk-nZvCcHmC-hBo/edit#gid=2145015897

List data sources

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ENGAGE

The Official ABM Campaign Workbook | |

Content Audit It’s important to understand what we have access to to include on the board. A variety of assets are

recommended (format, i.e. Video, Case Study, etc) as well as a variety of lengths. Goal is to have effective,

condensed content to increase consumption.

What messaging will you use? Outline key messaging & value props, and include any sequences you might use.

Engagement Channels In ABM, the more channels you use, the higher ROI you typically see. Choose a minimum of three channels,

such as display advertising, email, and direct mail.

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ACTIVATE

The Official ABM Campaign Workbook | |

Define the process for Activating your sales team Include what each data signal is that they can expect, on which cadence, and what their actions should be based on that signal.

Review outreach available to the sales team. Include campaign cadence, our roadmap for which communications will happen and timing. Plus, review call scripts, email outreach, LinkedIn communications, etc.

What systems do you use for sales training and enablement?

Who is responsible for ensuring sales is receiving the information necessary?

Marketing Owner: Sales Owner:

Who else will be involved in sales activation?

Who is your sales champion? This should be a member of your BDR and/or account executive team who is excited about this ABM program and will help show its value to the rest of the team:

ACTIVATE - Best practices for sales engagement

Recommended best practices:

1. Project kickoff: include sales leadership

2. Sales Engagement

A. Initial kick-off meeting - as soon as the campaign begins. include all of your reps taking part. i) Program overview - Reiterate this is all for them to crush their number ii) Account selection iii) Sales expectation

B. Pre-launch meeting i) Review of all campaign elements (landing page, call scripts, emails, LinkedIn, etc) ii) Sales expectation iii) Reporting

C. 2X monthly regroup with sales i) Review of reporting, what’s working, what can be improved, help needed

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MEASURE

The Official ABM Campaign Workbook | |

What tools will be used to Measure success of the overall program?

We will measure the following KPIs: 1. Account Engagement - Measured by board visitors 2. Contact Engagement - Measured by board visitors 3. Conversion - Measured by your desired CTA (Conversation with a Seller or Demo Request)

We will measure program results 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) -Other

Which team members are involved in measurement?

What are they responsible for? How will the deliver those results to our Project Team?

What tools will be used to Measure success of the overall program? We encourage executive check-ins every three to four weeks. Who should be involved and what dates are best for schedules?

Other Notes

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Biggest Campaign Pitfalls

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.

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.

For more information, visit www.campaignstars.com

https://www.campaignstars.com/

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Benchmark results across programs

The Official ABM Campaign Workbook | |

Metric Average Result

Account Engagement (Targeted contact from the account engaged with their Content Experience microsite).

20 to 45% of targeted accounts engaged

Conversion to Seller Conversations* (Targeted buyer agrees to a call with a seller).

15 to 25% of engaged accounts

Average time spent on the Content Experience by Known User (Total minutes spent by a buyer on the experience).

2:15

Average number of assets consumed (Average number of assets consumed once a buyer engages on a content experience).

1.75

ROI (Return based upon opportunity creation for annual programs).

22X

* Metrics are derived from the ABM Now! pilot program. Results increase dramatically as programs run post the 90 day pilot.