So, here you are, ready to plan out your first ABM experiment. You most likely have asked yourself, “Hum, how long should I run the campaign for?” A reasonable timeline to value for phase one is 6-8 weeks. Remember, per my blog, an experiment is the first phase in a multi-phase ABM program.
The 6-8 weeks align with data that states most campaigns (ABM or other) typically run for 60-90 days. However, most of those campaign end after that timeframe, breaking the connection with their audience. ABM should never end.
During phase one planning, put thought to phase two, even if that means simply creating a checklist of what actions and questions you need to think about as phase one gets close to wrapping up.
This approach will extend your ABM program, making it an ongoing effort = continuing the connection with the audience. The fact is, the buyer may not be ready in the first 6-8 weeks to engage with you. However, a month or two or more down the road, they may be.
By keeping the light burning, they will see the path you have laid out for them, and as a bright beacon in a stormy sky, they will know where to find you when the time is right.
Thank you for taking the time to read this ABM tip. I hope you found it helpful.
If you'd like to discuss ABM best practices and go-forward strategy, let's start a conversation. Reach out at kschaffglazier@gmail.com