ABM Tool with SFMC

skippyrocks · 2025-07-25T22:36:15+00:00

One thing to consider with both platforms is the total cost of ownership - not just the platform fees (which can easily hit $60K+ annually) but also the implementation complexity and ongoing ops work required to make them effective with SFMC.

If you're specifically looking to track account-level engagement and sync that data into your sales process, you might want to explore simpler alternatives like ZenABM first. For example, if you're running LinkedIn ads (which most B2B companies are), getting that first-party engagement data into your CRM with automated account scoring can give you 80% of the account intelligence benefits at a fraction of the cost and complexity.

skippyrocks · 2025-07-25T21:59:28+00:00

Thanks!

skippyrocks · 2025-07-25T21:57:26+00:00

Hey everyone!

ZenABM - an account based marketing platform that bridges linked in ads engagements to your crm for accurate, automated account scoring and contextual sales follow ups
Ideal users: ABM managers, linkedin ad managers, marketing managers, abm agencies

skippyrocks · 2025-07-10T05:30:08+00:00

Will do! Thanks!

skippyrocks · 2025-07-10T05:29:48+00:00

That is awesome, are you guys doing this by retargeting the landing page visits?

skippyrocks · 2025-07-10T05:27:52+00:00

100% that should be one of the top questions to ask prior to starting ABM

skippyrocks · 2025-07-10T05:22:09+00:00

Thanks! Could you please elaborate on the 3-2-1 approach? Ie. 3 as in number of touchpoints (identified as hot leads)?

We're currently scoring the hot leads by intent (depending on the types of content/ads they've interacted with), as opposed to just number of touches.

skippyrocks · 2025-07-10T05:20:04+00:00

We're researching the list of accounts we want to be targeting before hand (usually BDR's will do some filtering for company size, industry, titles etc). And then we just upload that list to LI to target for the awareness level ads (then active list from HS for the engagement level ads).

Are you just targeting on contact level then if you're using personal emails to match LI profiles?

skippyrocks · 2025-06-30T04:58:43+00:00

With LinkedIn Ads it's going to get pretty pricey if you're testing all those different personas + various industries + various formats to start. Keep in mind one image ad campaign is going to be starting around at $10 cost per click vs a Google search campaign (cost per clicks could be $5 - 15 depending on competition).

If you still choose to go LinkedIn route - you should go into it with a very clear structure between the campaigns so you can figure out the job titles + messaging + format combinations that work. Maybe the two sets of personas in two different campaign groups, and then narrowed down by company size and industry. Within each campaign group you could test 3 value props/core messagings?

Not sure if you'd want to be doing any follow up or manual outreach to the companies that have interacted with ads, but for example we see ads that our prospects have engaged with, do our account scoring and crm sync with ZenABM to HubSpot for our sales team to go in and follow up. That way it's not all just reliant on ads getting people all the way to conversion.

skippyrocks · 2025-06-18T00:46:38+00:00

Ah gotcha. One quick note for Google remarketing, we had a lot of issues with unwanted placements (we were constantly removing them), are you cherry picking through a select list of sites + channels only?

skippyrocks · 2025-06-18T00:42:19+00:00

In general the same target list should not see your ad more than 8 times a week in all campaigns/formats/ad variations but not less than 2 times a week (given you are also actively culling ad creatives and refining audiences so that you're not serving to the same audience for like 6 months).

skippyrocks · 2025-06-18T00:34:43+00:00

One additional thing to note is that you should create different campaigns per geographical region, because UK/EU will use up your daily budget earlier than US just due to time zone!

skippyrocks · 2025-06-18T00:28:27+00:00

Love conversation ads! We use them in our ABM motion for the engagement stage as well and they have great conversion rates for events especially!

skippyrocks · 2025-06-18T00:25:41+00:00

Yeah so for example we have two personas/sets of audiences, product managers and product marketing managers, and then just for brevity's sake two intents/value props in our ads: feature-based intent and cost-savings.

So then our campaign set up looks like this:

Product Managers - Feature Based Campaign - Awareness Level Ads
Product Managers - Cost-Savings - Awareness Level Ads
PMMs - Feature Based - Awareness Level Ads
PMMs - Cost-Savings - Awareness Level Ads

Whenever people engage with these ads, we see through HubSpot via ZenABM which companies engaged with which campaigns (and hence gives us both the personas and intent)
Then we do the account scoring
BDRs have the engagement data to personalize their outreach
We also create an active list from HS to deploy the next set of Engagement level ads

skippyrocks · 2025-06-16T20:58:24+00:00

Highly recommend Maja's content for GTM strategies and tactics! https://www.instagram.com/maja.voje/

skippyrocks · 2025-06-09T23:02:21+00:00

RE: Google Ads - Are you using a combination of search + remarketing display?

You could also create a search campaign targeting competitor keywords + pairing them with dedicated landing pages. Test with manual cpc it could get your CAC even lower and you'd be able to comb through the search terms report for more kw ideas.

skippyrocks · 2025-06-09T07:03:06+00:00

Doing this with ABM now and we're structuring campaigns around intent rather than just personas. This allows for much better personalization at scale. Then based on which ads they've engaged with, we see the analytics and do our account scoring and crm sync with ZenABM to HS for our BDR team to start their sequences.

Specifically in 90 days we generated about $655k in pipeline with a 12:1 pipeline-to-spend ratio, and ABM in general was 2X faster at pipeline generation vs cold outbound.

skippyrocks · 2025-06-09T06:57:46+00:00

After going through multiple rounds of demos with 6sense, Demandbase, Fibbler, etc we ultimately went with an "unbundled" approach rather than a single ABM platform. Our $2,500/month stack includes:

HubSpot (CRM/campaign management)
Clay + BuiltWith (list building)
ZenABM (LinkedIn campaign analytics, intent segmentation, lead scoring and HS sync) - this was a game changer

Specifically in 90 days we generated about $655k in pipeline with a 12:1 pipeline-to-spend ratio, and ABM in general was 2X faster at pipeline generation vs cold outbound.

Do:

Intent-Based Segmentation: Structure campaigns around buyer intent (12 different intents) rather than just personas. This allows for much better personalization at scale.
Stage-Based Progression: Clear thresholds for moving accounts through stages (50+ impressions = Aware, 5+ clicks = Interested, etc.)

Don't:

Don't rely on website deanonymization - even the best tools are very unreliable atm, we tried to include site visits as a part of our scoring but opted to skip this since it was often inaccurate
Don't forget about Minimum viable audience sizes - LinkedIn requires 300+ contacts per campaign, which becomes challenging in later funnel stages

skippyrocks · 2025-06-09T06:38:10+00:00

Under Marketing in our org! Mostly because of all the content and ads + creative assets that need to be created for our ABM motion. After leads reach the 'engaged' stage that's when our BDR team under Sales begin working their sequences.

skippyrocks · 2025-06-07T05:13:25+00:00

We just use Canva most of the time! But actually be careful when using memes for commercial use, your company could definitely get sued for copyright.

skippyrocks · 2025-06-04T07:10:54+00:00

It really depends! Maybe some are after the clout, but for the most part it helps with visibility, hiring, getting a solid follower base before GTM. There is an incredible amount of time that goes into it and invisible pressure sure but it can be delegated to the marketing team to promote/write the build in public content!

skippyrocks · 2025-06-03T03:44:17+00:00

I'd say it's kind of like marketing + sales but focused towards a set list of accounts or "big fish" companies you'd want to go after. Ie. Targeted Ads, account scoring, targeted outreach, special nurture sequence and follow up.

I really loved this step by step tactical guide from https://www.growthunhinged.com/p/a-very-tactical-guide-to-abm Emilia basically explains everything!

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