Episode 68: Developing a centralized ABM playbook and scaling ABM with Andy Culligan

I sat down with Andy Culligan to nail down the process and discuss:- How to build a centralized ABM playbook from scratch- How to onboard and train sales on ABM programs properly- How to scale ABMRESOURCES6-Weeks ABM Playbook: https://fullfunnel.io/account-based-marketing-playbookFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Join our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogHOW TO DEVELOP A CENTRALIZED ABM PLAYBOOK AND SCALING ABM: 5 STEP PROCESSHere is a 5-step process I use to develop a centralized ABM playbook for marketing and sales teams.1. 𝐈𝐂𝐏 & 𝐚𝐜𝐜𝐨𝐮𝐧𝐭 𝐪𝐮𝐚𝐥𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧.Playbook includes:— Buying committee structure (job roles), typical goals, needs, and pain points.— Account qualification and disqualification criteria including verticals, geo & firmographic— Buying triggers (triggers that prove the account might be potentially interested in a product)— # of accounts for the ABM campaign2. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡 𝐚𝐧𝐝 𝐯𝐚𝐥𝐢𝐝𝐚𝐭𝐢𝐨𝐧.Playbook includes:— Information should be collected about accounts (Account strategic initiatives, Persona’s KPIs, challenges, and potential needs)— Proofs that the product might fulfill accounts’ needs— Value hypotheses (how product can help to fulfill existing needs/achieve goals)3. 𝐖𝐚𝐫𝐦-𝐮𝐩 𝐩𝐫𝐨𝐠𝐫𝐚𝐦𝐬.— Type of warm-up programs (paid content nurturing, content collaboration, social engagement, etc.)— Length of a warm-up program— Engagement threshold/outreach triggers (proofs that account might be interested in a further product discussion)4. 𝐒𝐚𝐥𝐞𝐬 𝐚𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧 𝐩𝐥𝐚𝐲𝐛𝐨𝐨𝐤.Playbook includes:— # of outreach touches via channels (direct mail, email, phone, social, SMS)— Conversation scenariosSales should always start from a phone call because this is the best opportunity to:— Address all the concerns and generate sales opportunities— Identify the root and the real objections that can be used as new disqualification criteria you can use for account list building.— Figure out what grabs the attention and pass this info to marketing to refine the value proposition.5. 𝐀𝐁𝐌 𝐝𝐚𝐬𝐡𝐛𝐨𝐚𝐫𝐝.Dashboard includes:a) Metrics— # of engaged accounts— # of positive replies— # of sales-qualified opportunities— sales pipeline valueb) Account research status including every buying committee member.c) Account engagement (website visits, event sign-ups, etc.)d) Campaign analysis and takeawaysTLDR;Without a centralized playbook that aligns sales and marketing, even the most creative ABM campaign is doomed beforehand.Andy on Linkedin: https://www.linkedin.com/in/andy-culligan/