Transform Your Marketing With SaaS ABM

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What Is SaaS ABM?

ABM — or Account Based Marketing — is a focused growth strategy in which Marketing and Sales collaborate to provide custom purchase experiences for a preselected group of high-value accounts. In other words, you create highly customized messaging for specific accounts to make them more likely to convert.

While this may sound like a high-risk, high-reward marketing ploy, digital marketing has actually already provided you with all the tools you need to create high-quality, personalized messages with relatively small investments of time, effort, and money.

Studies have shown that businesses that shift to an ABM approach see a significant increase in ROI compared to other types of marketing. In short — ABM works.

Featured Case Study: Cyber Security SaaS Company Sees 1,012% Growth From PPC Campaigns

585%

Increase In Sales Opps

1,012%

Increase In Customers Won

$2.9M

Increase in Revenue

SEE HOW WE DID IT

How Does SaaS ABM Work?

While ABM certainly isn’t a magic wand, it is a people-centric, process-driven technology stack that, if strategically deployed, will outperform every other demand-generation initiative in your firm.
Traditionally, account-based marketing has been used as a outbound sales approach. However, SevenAtoms takes a more sophisticated approach to ABM for SaaS.

We believe that account-based marketing should be a nuanced and targeted strategy that includes both inbound and outbound marketing. This tactic can help move your company into new markets, verticals, or even engage investors or prospective clients for an upcoming event.

You can most effectively engage your audience by creating a completely customized approach to selling them.

And the best news? You don’t have to start from scratch to build a successful SaaS ABM strategy. Instead, this is a strategy that complements your existing demand generation systems and enhances them by sharing resources, data, and tools.

SaaS ABM Strategy: Start Small for Big Results

ABM SaaS strategies should begin with the target audience that is most likely to respond to your offer. After they have been targeted, you track them through the sales process and increase your leads through referrals and word of mouth.

This flips the traditional sales model on its head. You’re not starting with leads that are ready to buy immediately — instead, you start with leads who are not quite ready to buy, but who fit your ideal customer profile perfectly.

So instead of blasting out emails and ads to a large audience and seeing who decides to “opt-in” and express interest, a SaaS ABM campaign concentrates on finding a small group of candidates who are the perfect match for your product!

Once you have identified your ideal prospects, you can grow your list by looking for similar contacts or accounts. This allows you to gain a better understanding of your top prospects and get a better grasp on your search criteria with each iteration.

Build an Ideal Customer Profile

Account-Based Marketing is akin to spearfishing. This means you have to be extremely careful about whom you target, because you only get to toss the spear once.

This does not mean you cannot keep your inbound “net” open to customers that fit a wider range of criteria. But those are strategies that should be running next to your SaaS ABM strategy simultaneously.

Remember, when you try to please everyone, you end up pleasing no one. So, keep your focus on the big fish!

At SevenAtoms, we target businesses that would benefit the most from your products or services and would become your highest-value clients upon conversion. We do this using an ICP framework. This framework is used to find companies (not people or contacts) that match your product based on a set of standards.

Create Relevant Content

Having established your ICP and ideal customer personas, it’s time to communicate with them. But how do you ensure that you’re properly communicating with each individual and showcasing your company’s unique value proposition?

We utilize the information we gained from your ICPs and personas to enhance the path to conversion at every stage of the customer journey.

Every phase of the account-based marketing campaign — Awareness, Consideration, and Conversion — should include content that provides general company and product information, price and technology details, and urgency.

Every piece of content should push customers to the next phase of the customer journey by educating and encouraging them to take the next step.

Once you’ve built out your content repository, you should be able to effectively contact each persona in each stage of the customer journey and guide them down the sales funnel.

A/B Testing

At SevenAtoms we have one sacred rule when it comes to all of our campaigns, especially SaaS ABM: “Always Be Testing”. A/B testing is how we refine and finetune your fledgling campaigns into well-oiled machines. This is especially true of ABM messaging because it is much more nuanced and focused than traditional inbound messaging. When you use ABM messaging, you are reaching out to individuals who may not even realize they have a problem yet and are trying to convince them to spend money on your product.

Creating compelling content is not simple, and while messaging frameworks might provide you with the content to include, there are no guarantees that you will be able to get the attention of your audience and convince them of the value of your product.

Constant A/B testing determines which messages are performing best and should be used more frequently, as well as which ones are failing and should be dropped from the sequence.

Your ABM SaaS strategy should learn and grow and evolve as your company does. Invest in scalable growth by investing in account-based marketing.