ABM Nurture Campaign Operations

Executive Engagement Tools are informational content designed to move a prospective buyer from low curiosity level to high interest and a willingness to meet with Sales.

What are ABM Nurture Campaign Operations

An ABM nurture campaign is the orchestration of a series of email sequences, each targeting a specific persona with personalized messaging and content, with the goal of moving each persona towards a willingness to meet with sales.

This is typically done through an automation tool such as HubSpot by tagging target accounts and the key roles within those target accounts, and enrolling these into nurture sequences, reporting on engagement and using lead scoring and other metrics to show sales readiness. 

Furthermore, tools like ZoomInfo and 6Sense can be used to build the targeted accounts based on Intent data, which indicates accounts that are searching for challenges you address or in your product category. 

SOMAmetrics helps clients build and manage ABM campaigns on a monthly basis, relieving them of the need to perform this complex, time and skill-intensive operation for successful ABM outcomes.

Why are ABM Nurture Campaign Operations Critical

ABM campaigns are highly complex because they require the synchronization of highly customized messages to a large number of different roles within the same company, and taking certain actions based on the level and type of engagement of each person within that target account.

These two aspects—the need for synchronization of messages across a large number of people, and the need to highly customize the message to fit the role of each person—make ABM both highly effective at winning large accounts, and at the same time highly complicated, difficult, and resource intensive to execute properly.

Everything discussed before this—the selection of the target accounts and roles, the research to understand these roles deeply, and the creation of custom content and messaging for each role—are just the preparation for executing the strategy.

The actual execution is performed in this phase and must be done correctly to reap the benefits of all the hard work done up to this point.

SOMAmetrics has the skilled resources and experience to manage your ABM campaigns on your behalf, saving you significant payroll costs, time, and headaches.

Why SOMAmetrics?

Outside agencies tend to have certain advantages over internal resources when it comes to sales diagnosis.  For one thing, they have conducted dozens of these sales diagnoses and have developed a more robust process for uncovering underlying issues and analyzing them. They tend to have clients that come from a wide range of industries and sizes. Furthermore, outside agencies are more likely to be objective and impartial, assume they know nothing until they ask questions and get some answers.

For instance, with over 25 years of experience building and managing inside and field sales organizations, SOMAmetrics has diagnosed and corrected sales challenges at over 60 companies, ranging from startups to publicly traded Fortune 500 companies.

The SOMAmetrics Sales Diagnosis can typically be completed within one calendar week. It consists of a series of interviews with your leadership team in sales, marketing, and customer support organizations; a review of your sales pipeline; interviews with sales team members; review of your sales processes, systems, KPI’s; your comp plan; and more.

Case Studies

How a client was able to achieve its goal of becoming a leading provider to the Medical Devices sector through targeted ABM campaigns.

How a global publicly traded company used our services to increase the effectiveness of its BDR team by 67%

How a tech company went after three different markets in nine months using a planned, targeted approach

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