How to Roll Out Programmatic (one-to-many) Account-Based Marketing
- E143
- 57:00
- November 1st 2022
Programmatic Account-Based Marketing, or one-to-many, is one of three tiers of ABM, the other two being one to few and one-to-one. It is focused on a large number of accounts and tailoring campaigns at scale.
The key to this style of ABM is having the right balance between personalisation and scale.
Compared to the other tiers, this one-to-many approach is more reliant on technology. This is because a one-to-many campaign can require targeting and delivering a personalised message to a large number of accounts, sometimes in the thousands.
If you are targeting upper mid-market, enterprise companies and government entities this session is tailored for you.
🎓 What you will learn in this session:
- How to start the one-to-many ABM process
- What KPIs you need to have in place
- How to plan your campaign objectives
- How to approach account selection
- How to approach budget allocation
- Scoring models for programmatic ABM
- The differences between APAC and other regions
🎙Who are the speakers?
- Sumari Lottering - Senior Digital & Brand Marketing Manager at DocuSign APAC
- Shelby Crabtree - Senior Customer Success Manager, Strategic at RollWorks
- Shahin Hoda - Director at xGrowth
- Andrew Thompson (Moderator) - Managing Editor at Shift Research
Like to watch content? You can watch this episode via our xGrowth YouTube Channel
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For your copy of the State of ABM in APAC Report (2022): https://abm.xgrowth.com.au/report/
Join the Slack channel: https://growthcolony.org/slack
Hosted & Produced by Shahin Hoda, Allysa Maywald & Alexander Hipwell, from xGrowth
We would love to get your questions, ideas and feedback about Growth Colony, email [email protected]
APAC's B2B Growth Podcast
APAC's B2B Growth Podcast (formerly Growth Colony) is a bi-weekly interview show unpacking trends, busting myths and delivering insights B2B marketing and sales leaders across Asia-Pacific can put to work today.
Each episode, host Shahin Hoda sits down with a marketing leader, sales leader, founder or operator who has a real point of view, not a generic take.
Guests bring specific stories from inside their own companies: what worked, what failed and what they'd do differently.
We cover what's actually driving B2B growth in the region: account-based marketing built for APAC rather than adapted from a US or UK playbook, sales and marketing alignment, and founder and operator commentary from people doing the work, not just talking about it.
If you're a B2B marketing or sales leader in Australia, New Zealand, Singapore or anywhere else in Asia-Pacific trying to build pipeline from strategic accounts, this show is for you.
Hosted by Shahin Hoda, founder of xGrowth. xGrowth is an account-based marketing and go-to-market agency helping global B2B technology companies improve customer acquisition, build qualified pipeline and win strategic accounts across APAC.
The agency works with regional sales and marketing teams to identify priority accounts, develop coordinated campaigns and turn commercial opportunities into measurable growth.
With specialist regional expertise and hands-on execution support, xGrowth gives lean marketing teams the strategy and capacity needed to enter new markets, reach enterprise buyers and grow valuable customer relationships.
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