WORKSHEET > 2.

DEMAND GENERATION:
ACCOUNT NURTURE CAMPAIGN PLANNING
Campaign Name ______________________________________________________________

Campaign Purpose
Nurture best-fit accounts in your database to further qualify them and convert them into sales opportunities.

Demand Generation Pipeline Velocity Customer Marketing

KPIs
Leading Indicators of Success Lagging Indicators of Success

• Account engagement levels • • Meetings/calls/demos set

• Ad impressions • • Sales qualified/accepted accounts (SQAs/SAAs) generated
• Length of time ads and content are viewed • • Pipeline created
• Website visits
• Coverage – number of contacts reached within the account
• Awareness
• MQAs generated

Blueprint to Account-Based Marketing Campaigns: How to Turn Your Dream Accounts into Customers 82
WORKSHEET > 2.2

DEMAND GENERATION:
ACCOUNT NURTURE CAMPAIGN PLANNING
Identify: Select Best-Fit Accounts
Define your target accounts list for this campaign. Either describe the attributes you’ll use to define your the segment of accounts (industry, company
size, technology used, etc.) or name the accounts to target.

Approach to ABM

Bolt-On ABM ABM Lite (10-100 accounts) 1:1 ABM (1-10 accounts) Programmatic ABM
(100-1000 accounts)

Attributes Named Accounts (1:1 ABM Only) Number of Target Accounts:

Industry: ________________________
Company size: ___________________
OR
Revenue: ________________________
Product interest: __________________
Current technology: _______________
Competitor’s customer: ____________
Other: ___________________________
_ __________________________
_ __________________________
1. ___________________________
__________________________
2. ___________________________
3. ___________________________
4. ___________________________
5. ___________________________
6. ___________________________
7. ___________________________
8. ___________________________
9. ___________________________
10. ___________________________

Blueprint to Account-Based Marketing Campaigns: How to Turn Your Dream Accounts into Customers 83
WORKSHEET > 2.3

DEMAND GENERATION:
ACCOUNT NURTURE CAMPAIGN PLANNING
Expand Within Accounts
Who are the personas that you will target within your target accounts?

Buyer Personas

1. ___________________________ 4. ___________________________ 7. ____________________________

2. ___________________________ 5. ___________________________ 8. ____________________________
3. ___________________________ 6. ___________________________ 9. ____________________________

Target Number of Contacts Per Account: ____________

Consider the number of individuals in a typical customer’s buying committee

Accounts + Persona = Audience

Craft Your Message

What is the overarching message you want your audience to take away from the campaign? How will you engage your target accounts and get them
interested in your solution? The goal of your messaging should be to build a rapport with with your audience and set your Sales team up for success.
______________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________

Blueprint to Account-Based Marketing Campaigns: How to Turn Your Dream Accounts into Customers 84
WORKSHEET > 2.4

DEMAND GENERATION:
ACCOUNT NURTURE CAMPAIGN PLANNING
Create Content
What are the key pieces of content and creative you’ll need to leverage or create for this campaign? Common assets for account nurtures include blog
posts, e-books, white papers, and videos.

___________________________ ___________________________ ____________________________ ____________________________

___________________________ ___________________________ ____________________________ ____________________________
___________________________ ___________________________ ____________________________ ____________________________

Choose Channels & Tactics

Marketing emails Social selling
Sales emails Account-based ads
Phone calls Retargeting
Personalized videos Webinars & virtual events
Website personalization Events
Custom content Other ________________
Direct mail Other ________________

Orchestrate
Use the Campaign Orchestration Planning Template to map out every step of your ABM campaign, from first marketing touch to Sales engagement
and beyond. Remember, you can use an account nurture play as a standalone campaign or in conjunction with other plays for a more complex
campaign that spans the customer lifecycle.

Blueprint to Account-Based Marketing Campaigns: How to Turn Your Dream Accounts into Customers 85