Free Resources to Get Started with ABX Transformation

Folloze is committed to transforming B2B marketing performance by unlocking personalization at scale to engage buyers and accelerate pipeline. Top B2B marketers prove that our formula outperforms traditional demand generation and delivers a more efficient go-to-market (GTM) operation.

Access the Folloze Academy course Build an ABX Blueprint for Your GTM Team for a step-by-step guide to help you build an ABX Blueprint for your organization.

We dive into the four main pillars of the blueprint; alignment, experiences, engagement, and signals, and provide best practices, tools, templates, and examples for each. We take a whole-system approach and go step-by-step through the four pillars of the ABX Blueprint to align your people, process, and tools.

1. Alignment: Establish ABX GTM workflows 2. Experiences: Scale personalized buyer journeys 3. Engagement: Define precision GTM plays 4. Signals: Use data to drive impact

To effectively address organizational gaps, work with your GTM leadership to set up an ABX workshop to build your Blueprint together to fit your company's specific terms and processes, helping you start and stay on track with ABX implementation.

Regularly check your goals every six months to boost engagement and growth.

And if you're looking to improve your ABX strategy and strengthen your approach to personalization checkout our newest courses available for Folloze users in the Folloze Academy. Or get started by browsing our Transform to ABX Now webinar series to hear from customers just like you who've transformed their operations.

Alignment: ABX GTM Workflows

Pre-Pipeline Account Stage [1] Target [6s] / All Other [DB] Awareness [6s] / Qualified [DB] Consideration [6s] / Aware [DB] Decision [6s] / Engaged [DB] Purchase [6s] / MQA [DB]

Stage Definition

Under a Rock

Accounts are not actively researching similar products and solutions, are not showing engagement, and don’t qualify for any other stage.

Signs of Life

Accounts are starting to show some signs of life. They're not researching specific brands yet, but they're researching generic keywords.

Learning

Accounts are eager to learn. They have high intent strength in the past 30 days. Get your message in front of these accounts.

Engaging

Accounts are actively comparing their different options and deciding which one to go with. Engagement and intent are on the rise over the past 90 days.

Comparing

Accounts are ready to turn into real opportunities. Engagement and intent are surging. They're in the nitty gritty of comparing solutions, scheduling meetings, and deciding which solution is the best.

Account Volume [2] ≈ 75% ≈ 12% ≈ 8% ≈ 4% ≈ 1%

GTM Team Involvement Marketing Marketing Marketing, XDRs Marketing, XDRs, Sales Marketing, XDRs, Sales

ABM Deployment Model [3] Growth ABM (Tier 3 - scaled approach)

Growth ABM (Tier 3 - scaled approach)

Growth ABM (Tier 2 - 2nd level of priority accounts)

Growth ABM (Tier 1 - highest priority accounts)

Growth ABM (Tier 1 - highest priority accounts)

Stage Goal

For Folloze, accounts in this stage have <1% conversion rate to an opportunity, therefore it is critical to scale awareness and engagement tactics to nurture these accounts through their buyer journey to the next stage, Awareness.

For Folloze, ≈ 1% will increase their buying stage weekly.

For Folloze, accounts in this stage have <1% conversion rate to an opportunity, therefore it is critical to scale awareness and engagement tactics to nurture these accounts through their buyer journey to the next stage, Consideration.

For Folloze, ≈ 6% will increase their buying stage weekly.

For Folloze, accounts in this stage are 5x more likely to convert to an opportunity because they have a strong Profile Fit and recently show high intent strength, but they require an increase in brand awareness and engagement to move to the next journey stage, Decision.

For Folloze, ≈ 6% will increase their buying stage weekly.

For Folloze, accounts in this stage are 20x more likely to convert to an opportunity within three months. According to ABM platforms, a good model should show a higher conversion rate for these accounts as compared to baseline and other buying stages. They require a sustained level of engagement to move to the next stage, Purchase.

For Folloze, ≈1% will increase their buying stage weekly, but goal is to keep >90% of accounts weekly in this status.

For Folloze, accounts in this stage are 20x more likely to convert to an opportunity within three months. According to ABM platforms, a good model should show a higher conversion rate for these accounts as compared to baseline and other buying stages. They require a high level of engagement and interaction with sales to move to a meeting conversion.

For Folloze, goal is to keep >90% of accounts weekly in this status.

Experiences: Scalable, Personalized Buyer Journeys

Message Approach

Category Awareness

Build category and brand familiarity, subtly introduce business challenges or needs that your product addresses.

Example "What is a Buyer Experience Platform"

Brand Awareness

Introduce brand and drive familiarity, capture attention, and generate interest.

Example "Who is Folloze"

Educate

Educate buyers and convey product value to address business challenges. Need to hook them here!

Example "Why Folloze is your B2B resource"

Engage / Proof

Convince and engage, focus on specific product value and benefits vs other solutions with clear CTAs to product and customer proof tools.

Example "Why Folloze vs. other solutions"

Experience

Provide a seamless buyer experience with direct CTAs and reasons to meet the team and experience the product.

Example "Why meet with Folloze"

Folloze Account Engagement Score (1st Party Data) [4]

Null or New: Indicates accounts either have no engagement or they newly joined. Invest in category / brand awareness tactics.

New or Initial: Indicates accounts have shown interest. Invest in brand awareness tactics.

Initial or Growing: Represents accounts are actively engaged with boards. Invest in educational tactics.

Growing or Active: Reflects accounts that spent more time on the boards. Invest in proof tactics.

Growing/Active & Surging: Indicates the highest- level users who are evaluating your solution. Invest in sustaining engagement level.

Initial: Indicates accounts have 3rd party intent, but 1st party intent has declined. Invest in brand awareness tactics.

Content Type Thought Leadership Articles, Educational Infographics and Blogs, Industry Reports, White Papers, Category Awareness Videos

Thought Leadership Articles, Educational Infographics and Blogs, Industry Reports, White Papers, Brand Awareness Videos

How-to Guides, White Papers, Case Studies, Comparison Guides, Webinars

Product Demos / Tours, Customer Testimonials, ROI Calculators, Competitor Comparisons

Pricing Pages, Interactive Tours, FAQs, Industry Review Pages & Testimonials

Folloze Top Content Items (1st Party Data)

Use the Folloze Impact Dashboard to identify the top 3-5 content items based on views and average view time.

Example: 1. Blog: How to Personalize Content for the Most Effective Buyer Journey 2. Blog: Understanding the Modern B2B Buyer Journey 3. Video: The Industry Trend of "Doing More with Less"

Leverage the Folloze Impact Dashboard to identify the top 3-5 content items based on views and average view time.

Example: 1. Blog: Personalization 101 2. Brand: Build Fast, Personalize for All: Folloze is Your X-Factor 3. Video: Customized Experiences with Folloze

Leverage the Folloze Impact Dashboard to identify the top 3-5 content items based on views and average view time.

Example: 1. Case Study: WatchGuard's Winning Playbook 2. Case Study: Abnormal Security Drives Engagement, Closes More Deals 3. Webinar: Transform to ABX Series

Leverage the Folloze Impact Dashboard to identify the top 3-5 content items based on views and average view time.

Example: 1. Case Study: Workday Scales to 40 Campaigns 2. Comparison: Folloze vs Mutiny 3. Product: Folloze GeneratorAI

Leverage the Folloze Impact Dashboard to identify the top 3-5 content items based on views and average view time.

Example: 1. Product: Meet Folloze: Realize the promise of ABM at last 2. Tour: Folloze Interactive Demo 3. Case Study: Why WatchGuard Switched to Folloze

Folloze Intent.ai Topics (1st Party Data) Release Coming Soon Release Coming Soon Release Coming Soon Release Coming Soon Release Coming Soon

Intent Keywords (3rd Party Data) [5]

Leverage generic keywords that prospects in this stage search for in your ads and relevant content.

Example: Intent Keyword = "Digital Experience Platform" Ad Message = "Discover the Future of ABM. A Buyer Experience Platform enables you to..."

Leverage generic keywords that prospects in this stage search for in your ads and stage relevant content. Plus, introduce your brand to drive familiarity.

Example: Intent Keyword = "Digital Experience Platform" Ad Message = "Discover the Future of ABM. Folloze adds the X-factor to your ABX campaigns by..."

Leverage generic / branded keywords that prospects in this stage search for in your ads and stage relevant content. Plus, your product and deliver value-add messages.

Example: Intent Keyword = "Content Experience" Ad Message = "Customize Content for Every Buyer— Effortlessly with Folloze. Surprise and delight every member of the buying committee with tailored content..."

Leverage generic / branded keywords that prospects in this stage search for in your ads and stage relevant content. Plus, your brand and deliver value-add messages.

Example: Intent Keyword: "Customer Experience Software" Ad Message: "One Platform, All Campaigns, 5x performance. Get everything you need to provide an engaging experience with Folloze..."

Leverage branded keywords that prospects in this stage search for in your ads and stage relevant content. Plus, your brand and deliver value-add messages.

Example: Intent Keyword: "abm platform 6sense" Ad Message: "Personalize Every Step. Folloze + 6sense. Tailored digital experiences that help move deals forward and build a stronger pipeline..."

Buying Committee Personas Champion Champion Influencer, Business User, Champion Executive Sponsor, Economic Buyer, Decision Maker, Influencer, Business User, Champion

Executive Sponsor, Economic Buyer, Decision Maker, Influencer, Business User, Champion

Personalization Rule Set [6] Trigger different experiences using Journey Stages Trigger different experiences using Journey Stages Trigger different experiences using Journey Stage, Intent Keyword, and/or Account Name

Trigger different experiences using Journey Stage, Intent Keyword, Account Name, and/or Buying Committee Persona

Trigger different experiences using Journey Stage, Intent Keyword, Account Name, Buying Committee Persona, and/or Folloze Engagement Score

Engagement: Precision GTM Plays

Website (Folloze)

Buyer Experience (Folloze)

Chatbot (Qualified, Drfift, etc)

Webinars (Goldcast, Zoom, Folloze)

MAP (Marketo, Eloqua, Pardot, etc)

Content Syndication (3rd Party)

Displays Ads (6sense, Demandbase, etc)

Paid Social (LinkedIn, Facebook, Instagram, etc)

Outbound (Outreach, Salesloft, etc)

Events (Industry, Partner, Analyst, etc)

Partner Marketing (co-selling, etc)

Direct Mail (Sendosa, Postal, etc)

Deal Rooms (Folloze)

Signals: Data Driven Impact

[If] Data Signal = Account Buying Stage = Target [6s] / All Other [DB]

Account Buying Stage = Awareness [6s] / Qualified [DB]

Account Buying Stage = Consideration [6s] / Aware [DB]

Account Buying Stage = Decision [6s] / Engaged [DB] + Folloze Engagement Score = Surging

If your account is in this stage and Surging then you need to deliver more personalized touchpoints to sustain engagement levels.

Account Buying Stage = Purchase [6s] / MQA [DB] + Folloze Engagement Score = Surging

If your account is in this stage and Surging then you need to deliver more personalized touchpoints to sustain engagement levels.

>>

GOAL!

An account exits 6QA / MQA via a meeting / pipeline the TOFU marketing program completes. If opportunity moves to "Closed Lost" then re-enetrs program within a specified period of time.

https://help.folloze.com/s/article/Report-Center http://intent.ai/

Signals: Data Driven Impact

[Then] Marketing Action =

Automated Action: - Add to MAP 5 Touch Email Nurture Segment - Add to DSP Ad Segment - Add to MAP Webinar Email Segment - Deliver Personalized Chatbot Experience - Deliver Personalized Folloze Content Experience

Automated Action: - Add to MAP 5 Touch Email Nurture Segment - Add to DSP Ad Segment - Add to MAP Webinar Email Segment - Deliver Personalized Chatbot Experience - Deliver Personalized Folloze Content Experience

Automated Action: - Add to MAP 5 Touch Email Nurture Segment - Add to Paid Social Ad Segment - Add to MAP Webinar Email Segment - Deliver Personalized Chatbot Experience - Deliver Personalized Folloze Content Experience

Automated Actions: - Add to Paid Social Ad Segment - Add to MAP Webinar Email Segment - Deliver Personalized Chatbot Experience - Deliver Personalized Folloze Content Experience

** Up-Level Automation: Add "Surging" accounts to MAP Content Recommendation Email Nurture Based on Intent Topics / Content Items.**

Automated Actions: - Add to Paid Social Ad Segment - Add to MAP Webinar Email Segment - Deliver Personalized Chatbot Experience - Deliver Personalized Folloze Content Experience

** Up-Level Automation: Add "Surging" accounts to MAP Content Recommendation Email Nurture Based on Intent Topics / Content Items.**

>>

GOAL!

An account exits 6QA / MQA via a meeting / pipeline the TOFU marketing program completes. If opportunity moves to "Closed Lost" then re-enetrs program within a specified period of time.

[Then] Sales Action =

Automated Actions: - Add to Outbound Sales Email Segment

Manual Actions: - Research & Build Buying Committees in CRM - Research Folloze 1st Party Engagement Signals - Research Account 3rd Party Intent Signals - Send Personalized LinkedIn Connections

Automated Actions: - Add to Outbound Sales Email Segment - Add to Direct Mail Segment - Invite to Upcoming Events Email Segment

Manual Actions: - Research & Build Buying Committees in CRM - Research Folloze 1st Party Engagement Signals - Research Account 3rd Party Intent Signals - Send Personalized LinkedIn Connections - Connect with Partner Sales for Co-Selling

Automated Actions: - Add to Direct Mail Segment - Invite to Upcoming Events Email Segment

Manual Actions: - Research & Build Buying Committees in CRM - Research Folloze 1st Party Engagement Signals - Research Account 3rd Party Intent Signals - Send Personalized LinkedIn Connections - Deploy Personalized Outbound Sales Email - Connect with Partner Sales for Co-Selling - Build Folloze Deal Room Board

Alignment: ABX GTM Workflows

Pre-Pipeline Account Stage Target [6s] / All Other [DB] Awareness [6s] / Qualified [DB] Consideration [6s] / Aware [DB] Decision [6s] / Engaged [DB] Purchase [6s] / MQA [DB]

Stage Definition

Account Volume

GTM Team Involvement

ABM Deployment Model

Stage Goal

Experiences: Scalable, Personalized Buyer Journeys

Message Approach

Folloze Account Engagement Score (1st Party Data)

Content Type

Folloze Top Content Items (1st Party Data)

Folloze Intent.ai Topics (1st Party Data)

Intent Keywords (3rd Party Data)

Buying Committee Personas

Personalization Rule Set

Engagement: Precision GTM Plays

Website (Folloze)

Buyer Experience (Folloze)

Chatbot (Qualified, Drfift, etc)

Webinars (Goldcast, Zoom, Folloze)

MAP (Marketo, Eloqua, Pardot, etc)

Content Syndication (3rd Party)

Displays Ads (6sense, Demandbase, etc)

Paid Social (LinkedIn, Facebook, Instagram, etc)

Outbound (Outreach, Salesloft, etc)

Events (Industry, Partner, Analyst, etc)

Partner Marketing (co-selling, etc)

Direct Mail (Sendosa, Postal, etc)

Deal Rooms (Folloze)

Signals: Data Driven Impact

[If] Data Signal =

>>[Then] Marketing Action =

[Then] Sales Action =

https://help.folloze.com/s/article/Report-Center http://intent.ai/

[1] 6sense = [6s] Account Buying Stage More info: https://6sense.com/blog/how-to-uncover-where-your-buyers-are-in-their-journey-and-make-that-information-actionable/

Demandbase = [DB] Journey Stage More info: https://support.demandbase.com/hc/en-us/articles/360053277611-Getting-Started-with-Journey-Stages

[2] Approximate percentage of total ideal customer profile [ICP]

[3] Visit the Folloze ABX Masterclass course "Personalization for Growth ABM" to access guides on tiering accounts.

More info: https://academy.folloze.com/c/df35dc03c6b4ede583e264edc2e38e556f5eab60

[4] Use the Folloze Account Engagement Score to identify the intensity of activity across the account, including content views, time on boards, calls to action, and tells you how far along they are in evaluating your platform or solution.

[5] 6sense Intent Data Info: https://6sense.com/platform/intent-data/what-is-intent-data/

Demandbase Intent Data Info: https://support.demandbase.com/hc/en-us/articles/12123822573595-Understanding-Demandbase-Intent-as-a- Data-Service

[6] Visit the Folloze ABX Masterclass course Personalization for Growth ABM to access free rule sets.

https://academy.folloze.com/c/df35dc03c6b4ede583e264edc2e38e556f5eab60