62 • 5 ABM campaigns to land bigger SaaS clients, with Jess Chilman

by Ryan James, Founder of Rocket SaaS

& Jess Chillman, Head of Growth

The SaaS Marketing Weekly Podcast

In this episode, Ryan is joined again by Jess Chilman, Head of Growth at Rocket SaaS, to share five high-impact ABM campaign tactics designed to help SaaS businesses move upmarket and close six-figure enterprise deals. From research outreach to direct mail, podcasts, events, and bespoke campaigns, they explain how to build relationships with C-suite decision makers, stand out from the noise, and create memorable touchpoints that convert. If you want to move beyond mid-market clients and start landing enterprise logos, this is the playbook.

Takeaways:

Start with the BFG framework (Buyer, Firmographics, Geography) to build your high-intent account list
Validate your TAM and use intent signals (funding, hiring, leadership changes) to refine your ICP list
Campaign 1: Research outreach – co-create content with your ICP via surveys, interviews, or advisory boards
Campaign 2: Podcast ABM – invite C-suite decision makers as guests to build relationships and authority
Campaign 3: Events – run low-cost networking breakfasts or private dining sessions to connect face-to-face
Campaign 4: Direct mail – send thoughtful, personalized packages (chocolates, handwritten notes, themed gifts) to create standout moments
Campaign 5: Tailored ICP campaigns – design bespoke plays around your target’s pain points (e.g., mystery shopping, funding celebration gifts)
Align marketing and sales so every touchpoint has tight follow-up
These tactics work best together, creating multiple relationship-building touchpoints with decision makers