Bi-Weekly Q&A - Key Principles

Welcome to Our New Bi-Weekly Q&A Series!

Every two weeks, we’ll bring you actionable insights on Account-Based Marketing (ABM) from our co-founder, Mark. Whether you're just starting with ABM or looking to refine your strategy, these Q&As are designed to make the complex feel simple and practical.

In this first installment, Mark covers the foundations of ABM, clears up common misconceptions, and shares creative, cost-effective strategies that deliver real results. Packed with clear advice and real-world examples, this series is your go-to for mastering ABM. Let’s dive in!

Q1: What are the key principles behind good ABM?

Mark: Good ABM starts with understanding your target accounts and the individuals within them. It’s not just about knowing the company; you need to delve into the specific stakeholders, often referred to as the buying committee, and uncover their unique needs and motivations.

This research provides the foundation for creating a message that resonates with them. The next step is to connect your insights to the solutions you offer. By doing this, you can build trust and credibility with your prospects.

After that, you’ll need to develop a campaign. This involves crafting creative, targeted messaging and choosing the right channels to deliver it. The key principles of ABM are thorough research, a clear point of view, tailored messaging, and using multiple channels to reach all the decision-makers in the account.

Q2: What does everyone get wrong about ABM?

Mark: There are two big misconceptions about ABM. People often think it’s overly complicated or very expensive.

The complexity myth stems from traditional vendors whose solutions take months to roll out. I’ve spoken to marketing leaders who have dedicated entire teams to making these systems work. It’s not uncommon for businesses to spend six months or more getting value from them.

On the cost side, many assume ABM has to involve expensive activities like corporate entertainment or sponsoring large events. While these can be part of an ABM strategy, they aren’t essential. You can run effective campaigns without breaking the bank by focusing on research, clear messaging, and cost-efficient channels.

Q3: What are some cost-effective ABM channels?

Mark: There are plenty of affordable options for ABM. Retargeting on LinkedIn or display ads, email outreach, phone calls, and even direct mail can be budget-friendly.

Time is often a bigger expense than money. For instance, hiring someone to make calls or design campaigns requires resources, but the right tools can streamline these efforts. AI tools, for example, can help personalise outreach at scale, saving both time and money.

If you want to invest more, there’s room for creativity. However, successful ABM doesn’t rely on expensive gestures. Thoughtful, targeted campaigns can be just as impactful without extravagant costs.

Q4: Can you share examples of successful ABM campaigns?

Mark: Sure. Here are three examples:

1. Data-driven research reports: At one company, we ran bespoke research projects on our top 100 prospects. We analysed changes in sentiment towards their brands and created blog posts and glossy magazines tailored to their industries. The detailed research impressed prospects and opened doors we couldn’t access before.
2. Creative Gen Z outreach: To target blue-chip companies, we conducted research as if we were their brand reaching out to Gen Z. We presented the findings as life-sized cardboard cut-outs of Gen Z personas with key insights printed on them. This creative approach, paired with a cake symbolising a “slice of the market,” caught their attention and drove engagement.
3. Playful direct mail: Another team sent piñatas filled with campaign details and a message asking prospects to “take out their frustration” over wasted ad spend. They also created framed mock headlines celebrating the prospect’s success in their industry. These light-hearted yet thoughtful campaigns delivered strong responses.

Q4 : How can businesses conduct detailed research for ABM?

Mark: In the past, research meant hours spent reading reports or conducting surveys. Today, AI has made this process much faster and more efficient. Tools like RevvedUp allow businesses to gather deep insights at scale.

You can ask specific questions about strategic initiatives, recent news, or product reviews and get tailored results. AI can also uncover details about individual stakeholders, such as their LinkedIn profiles or digital footprints, in a fraction of the time it would take manually.

This approach saves time, reduces effort, and ensures you have the personalised insights needed to run a successful ABM campaign.