WORKSHEET > 3.

DEMAND GENERATION: LEAD-TO-ACCOUNT NURTURE

Campaign Name ______________________________________________________________

Campaign Purpose
When you generate leads from companies that fit your ideal customer profile, expand your reach to the entire buying committee and convert them
into sales opportunities

Stage of the Customer Journey

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 times ads and content are viewed • Pipeline created
• Website visits
• Coverage – number of contacts reached within the account
• Awareness
• MQAs generated

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WORKSHEET > 3.2

DEMAND GENERATION: LEAD-TO-ACCOUNT NURTURE

Identify: Select Best-Fit Accounts

If you generate a large volume of leads and have the resources to segment them reliably, you can get extremely granular with your targeting in a lead-
to-account nurture. If you do, use this section of the worksheet to define the attributes of your target accounts for this particular campaign.

Approach to ABM

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

Attributes
Industry: ________________________
Company size: ___________________
Revenue: ________________________
Product interest: __________________
Current technology: _______________
Competitor’s customer: ____________
Other: ___________________________
___________________________
___________________________

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WORKSHEET > 3.3

DEMAND GENERATION: LEAD-TO-ACCOUNT NURTURE

Expand Within Accounts

Who are the personas you will engage 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.
______________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________
______________________________________________________________________________________________________________________________________

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WORKSHEET > 3.4

DEMAND GENERATION: LEAD-TO-ACCOUNT NURTURE

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

___________________________ ___________________________ ____________________________ ____________________________

___________________________ ___________________________ ____________________________ ____________________________
___________________________ ___________________________ ____________________________ ____________________________

Choose Channels & Tactics

Marketing emails (lead only) Social selling (lead + other decision-makers)
Sales emails (lead + other decision-makers) Account-based ads (lead + other decision-makers)
Phone calls (lead + other decision-makers) Retargeting (lead only)
Personalized videos (lead + other decision-makers) Direct mail (lead + other decision-makers)
Website personalization Other _________________________________
Custom content 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.

Blueprint to Account-Based Marketing Campaigns: How to Turn Your Dream Accounts into Customers 89