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Lesson 5
Optimizing & Scaling
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Journey Of This Course
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Part 1 | SETUP Part 2 | HOW TO Part 3 | APPLY

Lesson 1 Lesson 3 Lesson 5

ABM Foundations Who: Accounts & Optimizing &
Contacts Scaling

Lesson 2 Lesson 4 Lesson 6

Planning Your What: Research, ABM Tools &
Pilot Journeys, Channels Careers
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- Lesson Objectives
1. Maintain focus and momentum once your pilot is in-market.

2. Build a predictable, repeatable cash machine.

3. Ensure effective ongoing communication to lay the foundations for

scaling ABM post-pilot.
The Master Plan
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Warning! The ABM Hype
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Cycle
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Have you experienced a Hype Cycle in

your company? Something that came
on fast then faded into oblivion?

Be sure you’re building for real, lasting

results and not temporary hype.
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Maximizing Your Pilot Success

You’ve done a lot of great work to plan and build your pilot.

You’ve still got a lot of hard work ahead.

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Pilot Success - Keep Collaborating

Weekly core team meetings?

Slack channel?

What sort of visible measurement?

You’ve delivered your baby. Now it’s time to raise a great kid.
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Pilot Success - Keep Measuring the Right Things

Let’s go back to the two big areas of measurement risk

we identified in the “plan” stage
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Measurement Risk #1
It’s very likely NOT the same MQLs or demos
or opportunities that you measure today
● Greenfield new logo acquisition
● Improving close rate of existing pipeline opportunities
● Increasing velocity of existing pipeline opportunities
● Increasing deal size of existing pipeline opportunities
● Expanding business with current customers
● Improving retention of current customers
● Stimulating referrals and word of mouth from current customers

Ensure your metrics very clearly map to your objectives

Ensure everyone understands how you measure success
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Measurement Risk #2
Do asset & channel-specific metrics matter in ABM?

NO
Because what REALLY matters is moving your targeted accounts from A to B (from prospect to
client or from small client to large client for example).
This will be accomplished through a multi-threaded, multi-channel, multi-touch series of
engagements over time.
What matters is the WIN. What matters is the overall ECONOMICS of the win.

(and a little bit yes)

You’ll be testing the impact of different inputs in getting to the win. If, for instance, you prove that
targeted display ads do not impact win rates or deal sizes or time to close or other important
outcomes, then you’ll want to drop them from your toolkit.
Make sure everyone is very clear on how this is different from dropping them due to poor
click-through rate. They could have a zero CTR and still contribute to the win in measurable
ways.
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Pilot Success - Are We Learning?

Let’s go back to what we said about baking on learning

at every stage of the pilot
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Baking in Testing at Every Stage
When planning your pilot, ensure maximum learning

Your pilot will be less efficient and less effective than you’d like.
That’s okay (so long as you’re learning how to optimize).

● Different clusters of accounts

● Different value propositions
● Different creative and messages
● Different channels and cadences
● Different CTAs and incentives
● Different approaches to follow up
● What else should you test?
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- One Thing You Can Count On

No matter how well you planned…

No matter how aligned the team…

No matter how flawless the execution…

You’re going to look back in 6 months and laugh at all the things you did wrong
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- One Thing You Can Count On

Maybe wrong is too strong a word. How about sub-optimal?

You’ll figure out how to be more impactful

You’ll figure out how to be faster

You’ll figure out how to be more cost effective

You’ll figure out which channels, assets, messages, and CTAs REALLY move the dial,
and which ones are ineffective (or maybe even counter-productive)
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- One Thing You Can Count On

And if you don’t bake in testing right from the beginning,

you’ll lose so many opportunities to improve

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Pilot Success - Why Wouldn’t You Test?

● Because your boss was pressuring you to “just get out there”

● Because you were swamped with other responsibilities and needed to

“tick the box” on ABM

● Because you were lazy or over-confident

● Because you thought ABM was just another campaign or channel

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What pressures are you facing that
could derail your efforts to maximize
pilot learning?

How will you counter those pressures

to ensure maximum learning and
long-term success?
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Remember… You’re Building a Machine
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And When You Do...

And once you build a machine that you can put $1 in and get $5 back...

or a machine that outperforms your other sales and marketing approaches...

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Back the Truck Up!
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A Reminder About Communicating Progress

You’re going to have to communicate more often, and in more ways than you expect
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Coverage, Engagement & Impact?

Then keep repeating those words, that framework, and your progress toward your goals along those dimensions
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Did You Decide on Relationships, Reputation & Revenue?

Then keep repeating those words, that framework, and your progress toward your goals along those dimensions
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Did You Decide on Marketing Qualified Accounts?

Then keep repeating those words, that framework, and your progress toward your goals along those dimensions
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Did You Decide on a Wide Variety of Metrics?

Then keep repeating those words, that framework, and your progress toward your goals along those dimensions
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Did You Decide on an ABM Bingo Card?

Then keep repeating those words, that framework, and your progress toward your goals along those dimensions
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Class #5 - Recapping Today’s Key Points

● Avoid falling into the Trough of Disillusionment. The ABM Hype Cycle is very real.

● Keep collaborating, testing, measuring, optimizing, and communicating.

● Know that your first efforts are going to be sub-optimal. Keep focus on building the machine.
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● How are you going to communicate once you’re pilot is in market? Or if you’re already in
market, how can you improve on your communication?

Assignment #5 ● What clear objectives and measures do you repeat over and over again? It may all be clear to
you, but executives, sales people and others will need to hear these same frameworks and
Optimizing & words again and again to really internalize how they’re different from conventional marketing
and demand generation.
Scaling
● What means of “building your ABM tribe” could be impactful? Regular cross-functional ABM
team meetings? Broader outreach? Regular updates? Big progress monitors or whiteboards?
No matter how you’re communicating today, it can almost certainly improve.