ABM Part 2: Learning to crawl, walk, then run with ABM


With Account-Based Marketing (ABM), it takes time to hone and get to know the behaviors of your target list. Getting it right will not happen overnight. You will also need to shift your paradigm from targeting based off of buyer personas to building a target list of accounts/business. When it comes to B2B, you can make a pretty accurate guess about which accounts will close. Here are some ways to build that list:

  1. Evaluate your current customers and discover common attributes
  2. Leverage predictive analytics if you have those capabilities available
  3. Go to sales and just ask them for a list they want to target

There can be several lists but you can always start small and then build broader conversations about ABM programs from there:

  1. A named account list
  2. A target segment (defined by attributes such as industry or revenue)
  3. A list of strategic accounts
  4. A customer list (retargeting)
  5. A list of customers up for renewal

Build marketing programs that target those accounts and move them through the funnel with some of these techniques:

  1. Segmenting your target account list
  2. A targeting approach is similar to buyer personas, but you can reach more people at a company
  3. Start with one ad campaign or section of your website, reach stakeholders at your target accounts and measure results

Once you have your lists set up and you are starting to hone them, think about how you are going to measure results.

  1. Adjusting your lists and segments depending on your results
  2. If you can demonstrate success with a specific segment or list of named accounts, you can use what you have learned to target additional segments and replicate your efforts at scale


Fred the Flute Freak


So this is a story that I’ve been meaning to write about for a few weeks now, I just hadn’t started my blog yet until recently. I hope you’re sitting down though because it’s a doozie.

Remember I said that on New Year’s Eve I had met some interesting characters? Well, you never know what you’re going to get until you dig below the surface sometimes. And this time, it was creepy.

After Kyle and I had met people at the Breakfast Club after-party in Seattle, it was a) clear that we were a couple and b) new to the area. Being the power-networker and social bee I am, the next day I had emailed the Night Train guy because he was a fellow DJ in the area that I wanted to hookup with Kyle for events, and I also texted the Fred dude. Totally normal and just trying to make new friends and connect with peeps in my new city. Fred replied immediately.

A texting conversation ensued once Fred had replied. We talked about some mutual interests and both found that we had time during the day to meet up for lunch (I’m currently unemployed and he’s some kind of student). I also found out that he was an aspiring Jazz musician, part of his “sailing team” (or an instructor, but who knows if that was true now), and really quick at responding. Anyways, it was all really normal chit chat. Let’s meet up for lunch (he knew I had a boyfriend), maybe we can all go sailing (my parents sail in San Diego, and I’m keen to learning), etc. This conversation happened a few minutes before my boyfriend walked through the door to play his DJ show that night on MyHouseYourHouse. Kyle started his show and I was busy doing some other stuff. I was feeling pretty happy that someone had finally warmed up to me in Seattle that I hadn’t known before, so I never thought anything more of it.

Then I received a really interesting text message.

Red Flag #1: Sailing Clothes — Fred had texted me asking if I needed to borrow any sailing clothes for a trip he wanted to take me on. I thought it was nice of him to offer and invite me, but also was kind of like “uuuh, no I have clothes.” Hmm. Interesting. Odd offer.

Then while I was off doing the dishes or something, I got an even more interesting text.

Red Flag #2: The “Flute” Video — Fred had told me he was an aspiring Jazz musician before, right? Well, that all went from normal to weird the instant he texted me something like, “Hey, I sent you a picture of me playing flute in my room.” Hmmm. Interesting. And uncomfortable. Why is this random guy sending me pictures of him ALONE playing flute in his room…alone?? I just thought it was strange. And not to be shallow, I then went onto his Facebook page and saw he had around 300 friends over X amount of years. Hmmm….this sort of started reminding me of a South Park episode when that kid had one friend and waited by the computer to add more…GO OUTSIDE AND BE SOCIAL. Anyways, weird. But I tried to keep an open-mind. Although, I did not open the video.

Then it happened. The 180 degree snap.

Red Flag #3: The Shower Pictures — After about 20 minutes of me not responding to his weird flute email, I got another long-winded text. They were ALL long-winded. “Hey, I just sent you some soft-core porn.” ——– WHAT!? I just didn’t even know what to do , think, or say. I was stunned. He had actually emailed me some pictures before I saw his last text, so when I opened the email and saw what he sent I was like “AAAHHH!!! WTF!?!?!?!”, and closed out immediately. My jaw dropped. At that point, Kyle, who was DJing next to me was like, “Uh, what’s going on?” I showed him all the texts and emails and it was just hysterical. It was SO NORMAL, until is wasn’t.

After that Kyle had told him to stop texting me and contacting me, because the guy would not stop his weirdness, and for some reason started to engage in the strangest sociopathic array of comments with Kyle. Then he somewhat apologized. Regardless, wow. It was just all a big, creepy mess. LOL.

MORAL OF THE STORY: That day I learned that really smart people are great at seeming normal, when they in fact are out of their damn mind.

After Red Flag #1, I did what any self-respecting and protecting girl would do and blocked this lunatic on all social media platforms and chat. Just in case something weird ever happens to you, here are some helpful links:

Block someone on Gchat and Google+.

How to block someone on Facebook.

Now that you know how to block someone on the two major ways people connect nowadays, this brings me to another thought. What about specific lists in Facebook that you can add people to? Actually a tech-savvy friend of mine had brought this option up to me over coffee when I first moved here. Here are instructions:

  1. Click the Home link (along the top-right of every Facebook page)
  2. Find the list you want to edit in the left column, or click the More link next to Friends
  3. Select the list you want to edit or click Create a List
  4. Search for your friends in the search bar at the top of the page, or add people from the List Suggestions on the right

So there’s your daily dose of “WTF!? with Jennergy”. I hope you learned something from my awkward experience and move forward enlightened!