What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to Leave Behind

Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.

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What’s In & Out For ABM in 2024
Plays That Help You Grow and Ones to Leave Behind
Tom Keefe
Principal GTM Expert
Jon Barcellos
Head of Solutions
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Agenda for Today
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●Why ABM is Evolving
●Scalable ABM Practices
●Authentic, Human Outreach
●Strategic Product Led Growth
●ABM is more than just the “M”
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Why ABM is Evolving
It’s older than Netflix!
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Why ABM is Evolving
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●ABM was first mentioned in 1993, “The One-to-One Future Opens”
ABM Generations
●Netflix first mailed DVDs to customers in 1997
-Shifting from People to
Accounts
-L2A is done manually
-Platforms launch
-1:1, 1:Few, 1:Many
-Advertising & Gifting
-More platforms appear
-Account Identification
-Still only Marketing
-Platforms mature
-Data Unification
-GTM Alignment
-Expansion beyond Marketing
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Why ABM is Evolving - 4
th
Generation ABM
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●Netflix entered the data & technology sphere in 2007 by launching streaming services
●How data & technology expands ABM beyond Marketing
○Account Prioritization is quantitative not qualitative
■Engagement, Conversions, Win/Loss/Renewal Rates, Customer Trends, Technographics
○GTM Alignment
■Unify Marketing, Sales and CS with data & technology to get the best “at-bats” possible
○Changing Buyer habits & new Laws
■Anonymous research, gated content, GDPR & CCPA
○Technology maturity
■Platforms are catching up to enable these strategies & data sources
●Data & technology is sparking ABM’s GTM Era

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Scalable ABM Practices
You don’t always need a Michelin Star meal
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Scalable ABM Practices
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Breaking the
bank for ABM
programs
Affordable &
scalable ABM
programs

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Scalable ABM Practices
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You don’t need a Michelin Star meal
You also don’t want be a Lunchable
Be a home cooked meal
-Buying the most expensive or every technology
-Treat every Account with white gloves
-Spending $1,000s on each Account

-Not investing enough in your technology
-The same Spray & Pray to every Account
-Not spending enough per Account

-Buying the technology that fits your strategy
-Focusing resources on the Right Accounts
-Aligning spend per Account with Prioritization

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Scalable ABM Practices
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Home Cooked ABM Staples
Account Segmentation
●TAL, ICP, TAM
●Tiered Spend
●Predictive Models
●Product Focused
Advertising
Account Insights
●Firmo/Technographics
●Account Journey
●Marketing Activities
●Sales Activities
●Journey Stage Focus
●Display, CTV & Social
●Standard vs ReTarget
●Intent Prioritization
Secret Sauce
●Gifting
●Personalization
●Artificial intelligence
●Account Identification

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Scalable ABM Practices
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Activate your Postal experience
Program: Re-Engage Executives from Accounts that have gone radio silent
after having a Meeting with Sales
Identify Executives from radio
silent Accounts

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Scalable ABM Practices
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Choose AI Gifting Option
Setup your Postal experience

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Authentic, Human Outreach
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Claim your gift!

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Authentic, Human Outreach
Hello, [FIRST.NAME] I saw on your profile…
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Authentic, Human Outreach
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Pitch slap,
entirely
AI-generated
Real
personalization,
assisted by AI

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Authentic, Human Outreach
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Authentic, Human Outreach
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Authentic, Human Outreach
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Authentic, Human Outreach
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Authentic, Human Outreach
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Claim your gift!

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Authentic, Human Outreach
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Authentic, Human Outreach
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1.Subject: Play on words/ Direct offer that ties back to prospects’ interest
2.Sentence 1: Insert question or observation about personalization here.
3.Sentence 2: Insert problem they’re likely dealing with. Maybe make the gift
connection here.
4.Sentence 3: State how you can solve X problem, and an outcome. You could
also make the gift connection here.
5.Final sentence: Include a low pressure CTA. This is the time to ask for their
interest, not a meeting. (You can offer a meeting once they’ve accepted your
gift in Postal’s recipient flow)
6.Sign off with your name.
7.Optional: add a P.S. at the end with a gift connection if you haven’t already
included it.
Gift Messaging Framework

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Authentic, Human Outreach
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Hi {{FIRST.NAME}},
For us, AI is more than a trend. It’s a way to build smarter offline engagement by
maximizing your time so you can build a smarter ABM strategy.
Subject: Lauren from Postal sent you something1
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3
4
In fact, marketing and sales teams that utilize Postal to engage target accounts with
strategic gifting have seen a 3x return on investment in the first year of implementation.

Snag a gift and experience an AI Smart Collection. We’re helping customers book 50%
more meetings with thoughtful offline plays like this.
Happy to chat about how this could work at {{COMPANY}} - Grab some time with our team
after you redeem your gift!

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Authentic, Human Outreach
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Variable field for ‘Name’
Variable field for
‘Company’
Persona based copy w/
ICP goals top-of-mind

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Strategic Product Led Growth
But there’s a product video on our website!
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Strategic Product Led Growth
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Short-lived,
hacky PLG
practices
PLG signals
embedded into
your GTM
strategy

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Strategic Product Led Growth
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Free Product Sign Ups
PLG for only New Biz
Gating the Product
Key Events
Ungated Interactive Demos
PLG Across the Funnel

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Start alerting GTM Org to Key Events in Product
Strategic Product Led Growth
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Stop alerting Sales to every Free Product Signup
-Build into SDR workflow
-Triggered Marketing Programs
-Advertising based on usage
-Webchat personalization
-Lots of noise & wasted effort
-Wait for people to learn/use the product
-Very low conversion rate

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Start using ungated interactive product demos
Strategic Product Led Growth
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Stop gating your product behind Sales
-Build into SDR workflow
-Drive Accounts to interactive demos
-Embed into Product Interest signals
-Show off your value
-People want to self educate
-People have “Form Fear”
-What do you have to hide?

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Start using Product signals across the funnel
Strategic Product Led Growth
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Stop using Product signals for only New Biz
-Influence Health Scores
-Early Churn Identifiers
-Up/Xsell insights
-Find your champions
-Why limit your Sales team?
-Customers might not own all your products
-Easier to get $1 from a Customer than a stranger

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ABM is more than just the “M”
It only starts with Marketing…
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●4th Generation ABM = GTM Era
○Sales & CS must be bought in & agree on strategy
○Data & Technology will always spark this
ABM is more than just the “M”
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●Data is your foundation
○More than just Marketing Data
○Sales, CS & Product Data
●Don’t break the bank
○“Don’t half ?????? two things, whole ?????? one thing”
-Ron Swanson
●Personalization is more than {{THIS.FIELD}}
○Optimize the Information they have given you
○Talk to the person, not the role
●Strategic Product Growth
○More than just a single product signal
○Use the knowledge across your funnel

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Q & A
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