Transform Your Marketing With SaaS ABM

Trusted By

What Is SaaS ABM?

Account-based marketing is a strategic approach where the marketing team collaborates with the sales team to provide tailored purchasing experiences for a select group of accounts that have high value. In other words, you create highly customized messaging for specific accounts to make them more likely to convert.

This may seem risky; however, digital marketing provides you with all the tools needed to create high-quality personalized messages with a low investment of time 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?

Although ABM isn't a quick fix, it is a technology stack focused on people and driven by process. When implemented strategically, it can surpass any other demand-generation initiatives within your organization.
Traditionally, account-based marketing has been used as a outbound sales approach. However, SevenAtoms takes a more sophisticated approach to account-based marketing for SaaS.

We view account-based marketing as a refined and focused approach that combines inbound and outbound marketing tactics. 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 need to start from zero to create an effective SaaS ABM strategy. Instead, it should integrate with your current demand generation systems, enriching them through shared 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 targeting them, you follow their journey through the sales process and enhance your lead generation by leveraging WOM (word-of-mouth) and referrals.

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.

Rather than sending emails and ads to a broad audience and waiting for those who choose to express interest, a SaaS ABM campaign focuses on identifying a select group of candidates who are ideal for your product.

Once you have identified your ideal prospects, you can grow your list by looking for similar accounts or contacts. This allows you to gain a better understanding of your ideal 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. You must be very precise with your targeting, since you only have one chance to make your move.

This doesn't mean you can't continue to attract customers who meet a broader set of criteria through your inbound efforts. But those are strategies that should be running next to your SaaS ABM strategy simultaneously.

Keep in mind that trying to satisfy everyone often results in satisfying no one. So, keep your focus on the big fish!

At SevenAtoms, we focus on businesses that stand to gain the most from your products or services and are likely to become your highest-value clients once converted. We do this using an ICP framework. This framework helps identify companies that fit your product criteria, rather than targeting individual people or contacts.

Develop Relevant Content

Once you’ve defined your Ideal Customer Profile (ICP) and ideal customer personas, the next step is to engage with them. But how can you ensure you’re effectively engaging with each person and highlighting your company’s unique value proposition?

We leverage the insights from your ICPs and personas to improve the conversion process throughout every stage of the customer journey.

Every phase of the ABM campaign — Awareness, Consideration, and Conversion — should include content that provides basic company and product information, price and technology details, and urgency.

Similarly, every piece of content should guide customers to the next phase of their journey by offering valuable insights and motivating them to move forward.

After developing your content repository, you should be equipped to reach out to each persona at every stage of their journey and direct them through 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. ABM messaging involves reaching out to individuals who might not yet be aware of their issues, with the goal of convincing them to invest in your product.

Crafting engaging content is challenging. Although messaging frameworks can help guide the content you include, they don’t ensure that you’ll capture your audience’s attention or persuade them of your product’s value.

Ongoing A/B testing identifies the most effective messages that should be used more often and highlights those that are underperforming, allowing you to eliminate them from your strategy.

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