Most B2B teams making the move toward Enterprise struggle with low conversions and extremely long sales cycles.

Because in the Enterprise:

1. Buying becomes complex among multiple stakeholders
2. It becomes hard to create enough buying intent to open a deal
3. Standing apart from Competitors becomes harder

Hence, the traditional SDR + AE Lead Gen model does not cut it today.

Literally, 

Every other sales team pitches using this, and enterprise buyers just expect more in 2023.

At Grux we have always rooted our vision of ABM with campaigns that help B2B marketing and sales teams without,

1. 📉 Pissing off prospects with cold demo book emails.
2. 📉 Giving tens of thousands of dollars to buy marketing tech and more to hire people that enable tech.
3. 📉 Burning tons of cash on Generic Ad Campaigns that reap low-quality leads.

Hence, you need campaigns that,

1. 📈 Run on lean tech
2. 📈 Build targeted relationships with decision-makers.
3. 📈 Personalize every communication to each stakeholder
4. 📈 Fast-track the buying process

A full-stack ABM campaign playbook aims to create a holistic system personalized to resonate and appeal to high-priority buyers for your team.

Before going to the following sections of this article, you need to know the definition of a full-stack ABM strategy.

“A full stack ABM strategy considers that there is no one magic bullet in b2b demand generation, it caters to all stages of the buying journey and appeals to ideal buyers on a specific stage.”

Everything we do at Grux is absolutely aligned with this principle and that is how our playbooks are designed.

Now, putting that thought in place…let’s dig deep.

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1. Account Warmup Campaigns

Account warmup campaigns are one of the very early campaigns you want to send your prospect, the core outcome you want out of these campaigns is giving them an intro about what you are doing and how your approach to solving the core pain in the space is unique and more effective.

1. 📈 Survey Invitation- Invite people to give their inputs for a survey
2. 📈 Community Meetup/Webinar- Inviting people to a webinar on how you solve the core pain point differently
3. 📈 Meet and Greet Calls- Inviting people on calls to discuss the core problems in their day-to-day workflows.
4. 📈  Featured 1-1 invitations- Invite for a short discussion, featuring the conversation 
5. 📈  Framework Oriented Consultation Call- Build a unique framework and invite people to consult them on it to optimize their workflows.
6. 📈  Resource Requests- Build an actionable resource(say, a checklist) and invite people to take a look at it.

These campaigns help in email marketing too as it boosts reply rates, open rates, and deliveries to the inbox. 

2. Demand Generation Campaigns

Unlike account warm-up campaigns Demand Generation campaigns are centered around educating the target prospects, tackling their objections, and creating buying intent(or interest at least).

7. 📈  Value Proposition- Tell people the exact ROI of your solution
8. 📈  Status Quo Cost Calculation- Calculate the cost of not eliminating the conventional workflows.
9. 📈  Checklists- Actionable checklists on workflow optimizations.
10. 📈 Handbooks- Short studies of challenges, solutions, and do’s and don’ts of day-to-day processes.

The 2 best distribution channels for these campaigns would be Email and LinkedIn Ads- Running all the above campaigns with paid distribution on LinkedIn.

3. Relationship Building Campaigns

While running the above campaigns, you would get a lot of people that have shown interest in what you are doing. Relationship building campaigns focus on building authentic and relevant relations with these Tier-1 prospects.

11. 📈  Community Meetups- Invite a closed group of prospects to an authentic discussion.
12. 📈  Report Collab- Inviting people to get their input featured on an upcoming report.
13. 📈  LinkedIn Collab- Invite people to give their quotes to be featured in your upcoming LinkedIn post.
14. 📈  Blog Quote Feature- Invite target buyers to give a quote on your new blog.
15. 📈  Webinar/Podcast Guest- Invite decision-makers to be a guest on your webinar or podcast.

We have written a whole article on ( link to be inserted ) different Relationship Building Campaigns here.

4. Retargeting Campaigns

The real treasure of any good ABM campaign lies in the quality of the retargeting campaigns. It is where you trigger people to buy.

You can target people with,

🤜 1. Pricing Page Visits

🤜 2. Ticket raised at Website Chat

🤜 3. High Email Engagement

🤜 4. High Intent Page visits

🤜 5. People landing on the website from G2 Click

Campaigns that you can here are,

16. 📈  Success Stories- Amplify social proof with successful work in the same industry with a similar company to the prospects.
17. 📈  Status Quo Cost Calculation-  Calculate the cost of not eliminating the conventional workflows at the prospect’s company.
18. 📈  Competitor Battlecards- Position against competitors
19. 📈  Objection Handling- Tackle the core objections of prospects and give more confidence
20. 📈  Weekly Emails- Educational weekly emails
21. 📈  Relationship building campaigns

5. Deal Acceleration and Reactivation Campaigns

You have got a lot of traffic in your pipeline, but you do not want deals hanging with your sales team for 6-12 months before they close. 

Hence deal acceleration campaigns are created for deals that are moving slowly (or halted/hold) and need acceleration in buying. Reactivation campaigns are for deals lost in the last few quarters and could be reached again.

22. 📈  Succes Stories- Describe before, after, and returns made by similar customers.
23. 📈  Objection Handling- Use past data from CRM to tackle objections of the prospect.
24. 📈  Stakeholder Nurture- Encouraging other stakeholders (like influencers) of the deal to join the conversation with email follow-ups and content.
25. 📈  Company Newsletter- Send relevant copies around product updates, team achievements, and other news about yourself.
26. 📈  ROI Calculator- Using the deal’s historic data, calculate and show what is the ROI of your solution to your buyers.

Final Words

Running a Full Stack ABM campaign is the most rewarding for creating a b2b pipeline, but you have to remember that catering to each stage of the buying journey is critical…also personalizing the campaigns based upon account tiers becomes important too.

We have written a whole article on our approach to running ABM campaigns with The Revenue Growth Framework.

We have built some amazing processes and playbooks to work alongside our clients, you can read more about what we do in our content hub section or can schedule a call with us if want to onboard these campaigns for your sales and marketing team.