Kyle Polar just shared on LinkedIn ( → post) this brilliant example of a shift from traditional marketing to a highly targeted, account-based GTM approach from Parabola.
They built a scaled ABX motion in under 30 days, without a RevOps team, and leveraged some serious automation along the way!
The key takeaway here? Targeting the right accounts and focusing efforts on high-intent signals is crucial.
In today’s growth landscape, it’s clear that casting a wide net (“spray-and-pray”) doesn’t cut it anymore. As marketers, we need to be more precise and ensure that every touchpoint adds value to the right audience.
Now, I’d love to open the floor to you, Players:
How are you approaching account-based strategies in your organization?
What tools or methods have worked best for identifying and nurturing high-intent accounts?
Hey, thanks for tagging me.
Before any AB strategy, marketing and sales team alignment is crucial.
If the company you are working with never led an AB campaign, then it is better to start with a pilot, as a POOC. Focus only a market vertical and about 10 companies.
Personally, I identify the right accounts I would like to target that way :
I identify which vertical market among our clients is performing the best, in terms of opportunities and turnover,
I discuss with the sales team which companies we would like to have as clients,
Then I lead a huge investigation on the company to find an information that would be relevant enough to make an ice-breaker with a decision maker.
This is really summarized but it gives the whole idea. The final purpose is to be personnalize as much as possible to be relevant.
Then once this ABM pilot is finished and I proved I can bring some results, you can scale the approach and use tools like Dropcontact, Leadfeeder or 6Sense.
Great approach! I completely agree: aligning marketing and sales teams is essential before launching an ABM strategy. I also like the idea of starting with a pilot to test the approach and provide tangible proof before scaling.
I’m curious, though—when you’re identifying those key insights, do you use LinkedIn or other go-to sources to find company-specific triggers and intents that can help craft the perfect icebreaker ?
I consider ABM is relevant for deals > 50k€, or with long sale cycles : hence, it is mostly big companies that are worth a 1:1 approach.
As it is big companies, the decisions makers often speak at trade shows or conferences, podcasts, radio, and knowledgeable salespeople can learn things that could be beneficial in building this hyper-personalized approach for a good ice-breaker. And I don’t mean ice-breakers like “congratulations for your nomination” or “I listened to your podcast interview”.
I consider as well a good ABM campaign shouldn’t only address the guy that will sign the PO, but as well the final user that could influence his manager on acquiring the service / softwaree. A sort of pincer approach. I heard once an ABM specialist said that we should target the whole buying committee : It is necessary to approach the entire decision-making committee (purchasing team, legal team, general manager, etc.) with specific arguments corresponding to their respective scope.
Absolutely, targeting the whole buying committee is key, and your pincer tactic makes a lot of sense. It makes me think that we’re running a contest for top expert strategies on the French side of the Playground—you absolutely should participate to showcase your approaches and highlight your company!
Now, I’d love to open the floor to you, Players:
It makes me think that we’re running a contest for top expert strategies on the French side of the Playground—you absolutely should participate to showcase your approaches and highlight your company! 