Our team at The ABM Agency develops hyper-targeted, highly coordinated marketing strategies to engage specific members of buying committees within large accounts.
1 to 10:
The number of high-value accounts you’ll target in a 1:1 ABM campaign
3 to 5:
The number of decision-makers in a single account
What It Takes to Run a 1:1 ABM Campaign Internally
The reward of 1:1 ABM is high, but the lift is heavy. If you’re running a 1:1 ABM campaign, you have to be prepared to conduct thorough account research, maintain unparalleled coordination between sales and marketing, and provide the resources to customize assets and messaging on a 1:1 level.
You’ll also need at least 7 to 10 extra sets of hands to run the campaign; this includes a dedicated graphic designer, multiple content writers, an experienced ABM strategist, and an integration and analytics expert, to name just a few. This type of internal commitment can easily blow your 2021 marketing budget out of the water—even before you start actively engaging with your target accounts.
A more cost-effective option? Hire an experienced B2B digital marketing agency to help implement your 1:1 ABM campaign.
Calculate the ROI on your ABM with an internal team vs. hiring an agency
Execute Your 1:1 ABM Campaign with The ABM Agency
45-Day 1:Few ABM Campaign Roadmap | Download Roadmap
45-Day 1:1 ABM Campaign Roadmap
Strategy and Scope of Campaign
An effective 1:1 ABM campaign addresses the unique, often complex, needs of a large organization. That said, the preparation for execution needs to be organized and detailed, including confirmation of…
Duration: Running this type of campaign means you’re in it for the long haul—anywhere from 6 to 10 months, depending on the product and length of the buying process.
Team and Roles: The communication between sales, marketing, and customer experience teams must be seamless in a 1:1 campaign. The marketing side should have an equally deep understanding of the accounts as the sales team, and vice versa. It may seem counterintuitive, but adding an agency into the mix only strengthens these relationships; we ensure every member of your team feels informed and prepared every step of the way.
Goals and KPIs: The goal of a 1:1 ABM campaign is simple: close the deal. Gauging success along the way is a bit more nuanced. Our team will help guide you through the initial process of defining your KPIs and determining specific numbers and goals to aim for. This will help keep you on track and avoid any stagnation within the campaign.
Targets: At the end of the day, targeting the right accounts is the be-all-end-all of 1:1 ABM. If you’re putting your time and resources into generating an account’s interest or changing the perception of your company’s value proposition, they have to be valuable, convertible accounts. Through ICP analysis, buyer persona research, company reveal capabilities, IP-tracking technology, and incorporation of historical data, we’ll help you identify the ideal targets within a company—down to job title and job function.
Tech Stack Analysis
A well-rounded tech stack will only save you money in the long run, as it automates certain aspects within the campaign and streamlines the entire process. Our team will audit your current stack and make recommendations based on what you need to build out a complete 1:1 ABM campaign.
See the eight tools we recommend having in your tech stack for omnichannel ABM campaigns.
Asset Creation: Messaging and Personalization
The golden rule for marketing and sales outreach within a 1:1 ABM campaign is this: Speak the account’s language. You have to use relevant, consistent messaging that is unique to the target and wherever they are in their buying journey. Identifying that messaging and then implementing it within assets—display ads, content marketing, landing pages—is where our experts fill in the gaps.
Our team takes this level of customization one step further than most marketing agencies: by utilizing web personalization technology, we’re able to tailor an account’s browsing experience at scale. We leverage intent data and account score information to generate intent-based sales plays, including auto-generated 1:1 assets with appropriate names and branding.
See examples of our work here.
1:1 ABM Campaign Execution
After we’ve designed a complete 1:1 strategy, set up your ABM tech stack, and thoughtfully prepared your assets, our experts can build out all campaigns, including: programmatic, paid search, content marketing, and paid social.
Insights and Data
How will you know if your targeting is working? The lengthier 1:1 ABM campaign timeline requires consistent review of targets, assets, and overall performance in order to determine where the account is in the sales funnel. At the heart of this method of tracking is account scoring—a scoring methodology that consisting of pre-determined account performance criteria (engagement, page visits, downloads, etc).
Our agency monitors performance and optimizes where necessary, providing context and feedback on a regular basis. Additionally, every 3 to 6 months—an average based on previous campaigns—we’ll do a larger review and provide actionable insights for the campaign.
Watch our webinar on ABM account scoring and reporting here.
1:1 ABM Campaign Estimate
Without an agency, a 1:1 ABM campaign typically requires eight to 14 people to fully run the platforms and create assets. An organization would pay about $115,000 in licensing fees, on top of the costs of bringing on a team of that size to maximize the investment.
Interested in launching a 1:1 ABM campaign? Schedule a demo with our team today.
