Insights, Marketing
founder of Rocket SaaS
What you’ll learn in this blog:
✅ What is Account Based Marketing
✅ 8 steps to implement an ABM campaign
If you’re selling a high-ticket SaaS product (over $20,000 customer lifetime value), you may struggle with the traditional “spray and pray” sales tactic of cold calling or emailing a large list with the same message.
You should consider an Account-Based Marketing (ABM) approach. Done correctly, it will result in a higher ROI, shorter sales cycles, and stronger customer relationships, ultimately driving significant revenue growth.
Account-based marketing (ABM) is a strategic approach in which a company focuses its marketing and sales efforts on a specific set of high-value accounts, creating tailored and personalised content to build relationships and win deals.
Identify your Ideal Customer Profile (ICP) and create a targeted list of 50-100 companies that fit this profile.
You can use LinkedIn Sales Navigator to find key accounts by filtering users by company size, location, industry, job title etc.
Supplement this with data with further intent-based research. For example, if you are targeting companies who are also hiring, you can use Rocks and Golds to get this data. Or, if you are targeting companies that have raised funding, you can use Crunchbase. Use tools like Bombora to track intent signals based on web activity and explore G2 Crowd for companies actively researching solutions in your category.
Send personalised connection requests on LinkedIn, including insightful comments about their website or profile to show genuine interest.
Find key decision-makers or door openers, like and comment on their LinkedIn posts, and then migrate the conversation to DMs. Don’t pitch them too early. Start by building a friendship.
Check if you have mutual connections on LinkedIn and ask these connections to introduce you to your target contacts.
Create and run ads specifically targeting these companies, addressing their specific pain points or industry challenges to capture their attention.
Invite your target accounts to participate in a podcast or webinar, offering them a platform to share their insights and engage with your brand. Alternately, ask them to provide quotes for upcoming articles such as industry reports, positioning them as thought leaders and building a collaborative relationship.
Send personalised videos to your target accounts on LinkedIn. Start by saying their name so they know you made it specifically for them. Use your intent data to make the video hyper-personalised, addressing their challenges and how you can address them.
Send thoughtful, personalised gifts to key decision-makers to make a memorable impression. Cupcakes always go down well. It would be rude of them not to respond to you.
—
Once you’ve connected and created a friendly engagement, you should easily be able to migrate them to a sales call or demo.
If you implement this approach effectively, you will 100% close big deals.
Give it a go, and let me know how you get on!
Receive actionable SaaS marketing ideas to implement in your business
Insights, Marketing
Insights, Marketing
Insights, Marketing
