Know where your money is going.

ABM stands for Account-Based Marketing.

ABM means you know where your money is going. Your investment is going specifically to a small group of high-value prospects. When we refer to ABM, we’re talking about concentrating our sales and marketing resources on a clearly defined set of target prospect accounts for coordinated, personalized cross-channel marketing campaigns.

The high-touch, high-impact aspect of these campaigns is designed to increase prospect conversion to meetings and active client status.

The Different Types of ABM

• High ROI and profitability is reached at this level. Requires mature CRM systems and extensive sales knowledge.
• This often requires in-depth knowledge or availability to target lists.
• Large investment required to create the content necessary to support success here.
• We find this approach as the most common direction our B2B clients take. With a more pragmatic approach to list development, content creation, marketing execution.
• Tailored content and marketing initiatives created for these prospect lists.
• Really, this is a “Targeted Sales Campaign”.
• Customized marketing plans for individual accounts and the desire to forge strong, and deep relationships with key prospects and customers.

Programmatic ABM:
Trial Interactive

The Moving Company has been a key contributor to sales enablement for TI, largely due to the success of our account-based marketing campaigns.

2022 Revenue Highlights through list expansion, ABM campaigns, conversion optimization, SEO, Ads & nurturing:
• $10.1m in 2023 Marketing Generated Revenue
• $29.3m in 2023 Marketing Correlated Revenue
• Allocation of ~$500k to marketing spend
ClinicalTrials.gove is our account-list.
Pre-Lead Prospect Warming: Now warming over 91% of leads prior to first form fill via custom ICP database development and targeting
Channels: LinkedIn Ads, Google Ads, Email Marketing SEO Content

ABM Lite:
Kitepipe

Targeting a niche customer, and user, database of Boomi. Boomi is a unique software that supports in the integration of large systems. Kitepipe is one of the global leaders in consulting and implementing successful Boomi projects.

Kitepipe enlisted MCO to help them identify new clients and get ahead of the competition. Prior to involving MCO, Kitepipe had purchased lists of Boomi users online.
Kitepipe’s target audience is Boomi customers only—of which there are only 2,000. However, they found that the majority of their purchased list were not actually using Boomi after all. It was up to MCO to find the right audience and build the list of target accounts and decision makers.
Using a wide array of sources, MCO built a “highly accurate” Boomi customer list in 30 days. MCO also provided deep dive data to show Kitepipe hone in on the right users - those in each company which specialize in Boomi, enriched with contact information and eight key data points per user.
Using our curated targeted lists, MCO launched creative air cover ad campaigns to custom audiences on LinkedIn, gaining 8.6 brand impressions per month, on average, from each target decision maker and buying committee influencer in the small target audience. These ads drove to a mix of landing pages and forms, bringing enterprise prospects into sales meetings.

“The list Ryan and his team built for us is highly accurate and much better quality than our purchased lists. It is now our official target list for marketing and sales efforts.”

[12 months later…] “We used to get $40,000 Projects for first-time customers, now it’s more like $2000,000 Projects. Way to go Ryan and team!”

Larry Cone, CEO and Founder of Kitepipe

ABM Lite:
ModernControls

Following a comprehensive list-development project conducted by the team at Modern, MCO was brought in to conduct a messaging project and to execute on this ABM campaign.

On-brand and on-strategy messaging developed for each different industry.

Seven different audience targets (by industry), in seven different geographies, resulted in the creation of over 450 Targets.

These targets entered an 11 phased awareness campaign. Based on the targets, low-cost investment per target was achieved.

“Countless new conversations are happening instantly. These are relationships that we didn’t expect to form, and that we didn’t realize could be so easily sparked.

Hoping we can harvest some revenue from this pilot and begin rolling this out more systematically”

Max Vogel, VP of Sales

Targeted Sales ABM:
Formcraft

Philadelphia-based Design-Build Partner, Formcraft, engaged MCO to develop a profitable marketing and sales engine throughout a difficult time in their marketplace…the covid pandemic. ABM has been a key contributor to sales at Formcraft since developing these strategic approaches to ABM.

Despite only targeting 112 individual accounts, the sales team won over $5m in projects within 6 months of campaign execution.
Invested approx ~$30,000 into this hand picked list of targets within “about a day’s drive” of Philadelphia.
Channels: LinkedIn Ads, Email Marketing, Sales Team Outreach, Direct Mail