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The Big Beautiful B2B Blueprint
A step-by-step, fill-in-the-blanks guide to a new, unified Go-To-Market that slam-dunks your wildest KPIs
What you should know before hiring an ABM agency
Hiring an account-based marketing agency (or an ABM agency, for those in the know) could be one of the smartest decisions you make as a business. A narrower, more targeted approach to marketing can help you make maximum impact on revenue, while boosting sustainable growth.
The best ABM programs yield a 75% increase in annual contract value, according to Gartner. But to see increases in your win rate and ROI, a faster sales pipeline, and reduced costs, you’ll need an account-based marketing agency that understands how and when to use an AMB strategy.
Who does ABM work best for?
Knowing when an ABM strategy can help your brand is important. Because an ABM strategy isn’t for every business. Small-to-midsize organizations looking to build long term customer relationships must already have three key things in place:
ABM is like planting wasabi, the hardest plant to grow in the world, while traditional marketing is more like planting a more widely-farmed grain, like wheat.
Wasabi is expensive and requires a decent investment to prep the ground and sow the seeds for growth. Success yields a high pay off, but every plant needs careful nurturing. It’s not enough to have a high percentage survive — every plant has to thrive as best as possible, to achieve the highest profit possible.
That’s how we think about ABM at Velocity: It’s not good enough to harvest 10% — we need to look after the other 90%, too.
Changing our mindset around how we nurture accounts means two things:
At Velocity, we group our account-based marketing services into two phases. All our ABM deliverables can be purchased as stand-alone services, but they all center on a good Target Account List: one that’s clean, accurate, well-analyzed, and updated regularly.
If you don’t have one, don’t worry. We can help you set that up too.
Phase 1: Launchpad ABM
To help businesses prepare for ABM. This phase is focused on building awareness, gathering insights, and managing ongoing optimisation.
Our Launchpad account-based marketing services include:
Phase 2: High Velocity ABM
In the early stages of ABM, we look at ‘How Many’ metrics, i.e., the number of accounts with whom we’re improving relationships. At the High Velocity stage of our ABM strategy, we start to transition to ‘How Well’ metrics. We ask: are we moving the needle with individual accounts?
Our High Velocity account-based marketing services include:
The combination of the Launchpad ABM and High Velocity ABM. But all our deliverables can be offered as custom bundles, depending on your current understanding of the ABM undertaking, your existing engagement from key accounts, the structure of your MQL model, the length of your sales cycle, or if you already have a Target Account List.
Speak to us, and we can help you get started.
Further reading for B2B nerds
Maybe you live, breathe and sleep B2B. Maybe you just want to sound smart at your next planning sesh. Either way: we have stuff for that.
A step-by-step, fill-in-the-blanks guide to a new, unified Go-To-Market that slam-dunks your wildest KPIs
The new B2B GTM playbook unites brand and performance into one glorious revenue engine. Here are 8 essential rules for B2B’s brand-driven era.
ABM
I don’t want to hear about spear-fishing ever again. I’m Charlie, the head of ABM at Velocity. And I have a bone to pick with tired ABM metaphors. Good…
Charlie Langley | 28. 03. 2024
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