Darya Krakaviak

April 19, 2023

~2 min

ABM Tactics for Large Accounts: Learn from the Experts at N.Rich x ABX Israel Meetup

N.Rich is kicking off a series of ABM meetups in Israel. We partnered with the ABX Israel community to organize an event where Marketing, Sales, Business Development, Operations, and Customer Success professionals can discover more about how ABM can help them reach their goals.

The first meetup on ABM Tactics for Large Accounts will take place on May 10, 19.30-21.30 at WeWork Azrieli Town in Tel Aviv, Israel. The event will be organised in cooperation with ABX Israel.

Here is the agenda:

1. Andy Kastelmacher, Senior Account Executive at N.Rich — ABM 101: What Is ABM and Why Might Your Company Need it?

Andy will provide an overview of what ABM is, why targeting individuals at the selected companies instead of general customer segments is worth the time and effort, and what resources are required to kickstart such activities at your company.

2. Mika Bella Kayt, CEO at Outgage— Tactics on Enhancing ABM with Gifting

Personalisation and Experiential Marketing can be a powerful way to strengthen your ABM efforts. Mika will share her expertise on why gifting should be included into your marketing strategy and how your company could benefit from that.

3. Or Moshkovitz, Global ABX Lead at AppsFlyer— What We Learned from Running a Gifting Play during the World Cup

Or will share the actual case study of how AppsFlyer leveraged gifting and introduced gamification during the previous World Cup to generate new opportunities for the company.

Each presentation will be followed by a Q&A session. Please find the registration form here.

There will be no recording on this occasion. If you are unavailable on the day but want to be posted on the event notes and further activities — please mark the dedicated option in the registration form.

“A strong community of business professionals is essential for personal and professional growth, therefore we at N.Rich decided to start building it in Israel with the upcoming meetup.”

Andy Kastelmacher, Senior Account Executive at N.Rich

Any questions? Please send them to Darya, N.Rich Partnerships & Events Manager, at darya@n.rich

We look forward to seeing you there!

Darya Krakaviak

Darya leads Brand and Communications efforts at N.Rich. Her primary experience lies in creating successful communication and event campaigns to promote B2B Tech Products.

1:1 ABM Campaign Budget Allocation
Calculator

Determine the budget allocation for a 1:1 ABM campaign based on the account's ACV, importance, and strategic potential.

This calculator provides a flexible framework to align resources effectively with campaign goals.

Account Level

ACV Range

Budget Allocation% of ACV

Level 1

Growth Account

$50,000 - $150,000

Budget Allocation% of ACV 1%

Level 2

Strategic Account

$150,000 - $300,000

Budget Allocation% of ACV 3%

Level 3

Star Account

$300,000+

Budget Allocation% of ACV 5%

Indicate your ACV and calculated budget

Please provide at least 50,000 USD

Calculated Budget

Budget Breakdown

Plan and allocate the budget for a 1:1 ABM campaign across different tactics and channels.

This template allows for flexibility based on specific campaign goals and account requirements.

Account Level

Budget Allocation$

Ad Spend

Direct Mail

Exclusive Events

Microsite Development

Content Creation

Creative Design

Social Media Outreach

Email Marketing

OOH Advertising

Sales Enablement

Account Workshops

Miscellaneous

Total

Account Qualification Assessment

Use this questionnaire to determine whether an account is qualified for a 1:1 ABM campaign or not.

Question

Answers

Is the account’s ACV high enough to justify the investment?

Have they interacted with our website or ads?

Are decision-makers engaging with our LinkedIn content?

Are there active conversations or open opportunities with this account?

Does this account align with our growth objectives?

Is this account a marquee name that enhances brand reputation?

Will they help us break into a new market or open doors to additional accounts?

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Results

Unqualified Account

An unqualified account does not meet the minimum criteria to justify a 1:1 ABM campaign. These accounts often have low ACV, minimal engagement with your brand, or weak alignment with growth objectives. While they may have some potential in the long term, they currently lack the indicators needed to prioritize significant investment. Focus on maintaining light engagement to keep the account aware of your offerings and monitor for signs of increased interest or alignment in the future.

Results

Qualified Account

A qualified account shows good potential and alignment with your goals. These accounts demonstrate moderate engagement, reasonable alignment with growth objectives, and the potential to become valuable customers. They are worth investing time and resources but require careful planning to ensure cost-efficiency. Focus on targeted and personalized strategies that address their specific needs and challenges, while keeping resource allocation in check. These accounts can be excellent contributors to your pipeline when approached strategically.

Results

Super-Qualified Account

A super-qualified account represents the ideal 1:1 ABM opportunity. These accounts have high ACV, strong engagement, and align perfectly with your strategic goals. They often hold marquee status in their industry, making them valuable not only for revenue but also for enhancing your brand’s credibility and opening doors to similar accounts. These accounts warrant a dedicated, high-touch approach, with personalized campaigns that showcase your commitment to their success. Winning these accounts can be transformative for your business, justifying significant investment and strategic focus.