ABM stack for different ABM maturity stages: 0. STRATEGY Beyond your CRM (for segment and deal analysis), there are no specific tools required at this stage. Optionally, you can use Wynter to get extra input for your buyer research, and for message validation. 1. PILOT Keep your stack lean and don't overinvest in tech. Tech before process = cart before the horse. Furthermore, during this phase you are validating a lot of hypotheses and refining your approach and campaign. Lean stack: - One source of intent data. The best source of intent data is your own, because people buy from people they know, trust and like. We usually recommend website visitors identification software such as Leadfeeder. - LinkedIn Sales Navigator - Account enrichment / sales intelligence: e.g. Clearbit, ZoomInfo - Content hubs - Paperflite 2. OPERATIONALIZE While you document the processes and create marketing and sales playbooks, start building your stack. You may also start piloting new warm-up plays and use specific tools. You can add: - New sources of intent data depending on your needs (G2, Bombora, BuiltWith, Mention, etc.) - Marketing automation for email nurturing & retargeting (e.g. HubSpot) - Event software, such as Goldcast 3. SCALE When you've created clear playbooks and made ABM an evergreen process, instead of one-time campaigns, you can start scaling ABM. First, make sure that campaigns for Tier 1 and Tier 2 accounts you've launched manually perform really well, there is solid ROI before investing in expensive software. You can add software that automates some processes for Tier 2 and Tier 3, to accelerate awareness & demand programs and improve account enrichment. You can add to your stack: - Account enrichment and profiling solutions (Cognism, Clearbit) - Programmatic multichannel ads (metadata.io) - Gifts delivery (Sendoso) - Sales cadences for Tier 3 accounts (lemlist, Salesloft) - - - Don’t put a cart before the horse and invest in expensive software before creating ABM processes and proving the ROI. The software can refine, accelerate and help you scale the processes, but it can never replace them. #abm #accountbasedmarketing
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