ABM 2023 Planning - ENT accounts for 1:many targeting

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Vlaboss
Vlaboss Posts: 1 ✭✭✭
edited April 2023 in All Discussions

Hello,

I know a lot of you are already having marketing strategy updates for 2023. In my organization we use 6sense as our hub for ABM, including 1:Many. We are a global organization, so our 1:many target list includes ~20K ENT & Upper-Commercial accounts worldwide. In 2023 my plan is to utilize PPC and Paid Media activities (working with 3rd party vendors - content syndication, telemarketing), as well as free eMail and nurturing, targeting the lists. I want to make sure I'm using 6sense data to enhance targeting.

  • I decided to use "Account Profile Fit" filter ("moderate" or "strong") for my list to make sure I'm targeting accounts close to my ICP.
  • I thought about using in-market stage filter, which would work great for PPC (where I can utilize direct connection and utilize dynamic lists). But for places where I have to use static lists (like Paid Media) I decided not to apply this filter, because this metric tends to change pretty fast and this list will be used within a quarter.

I would love to hear your ideas on which other filters can I use to try and become more targeted. Any ideas are welcome and I would love to hear your 2023 ABM planning story as well!

Thank you!

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  • Stephanie Carrillo
    Stephanie Carrillo Posts: 4 ✭✭

    For PPC you may want to group your stages by top and bottom funnel to ensure your audience sizes are large enough. I would also segment by region since there are language differences and larger regions are not spending the majority of your budget. I work for an AU company and we get feedback all the time when a global email goes out to US accounts, with an AU spelling of a common word that is spelled differently in the US.

    Other ways to segment:

    • Brand Aware vs. Non-brand Aware
    • By Intent topics

    Depending on your company, you could also segment by partners. In our case, I track if an account uses the technology of one of our major partners. Then I create a segment to pull in the accounts that use that specific technology and layer in our CRM information to remove customers from that account list. In our case, anyone who uses these platforms has a need for our service.

    Hopefully, that helps!

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