{"id":5824,"date":"2025-07-16T11:09:35","date_gmt":"2025-07-16T09:09:35","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?p=5824"},"modified":"2025-10-24T12:04:27","modified_gmt":"2025-10-24T10:04:27","slug":"successful-abx-poc-practical-features-steps-and-tactics","status":"publish","type":"post","link":"https:\/\/merlinleonard.com\/en\/successful-abx-poc-practical-features-steps-and-tactics\/","title":{"rendered":"Successful ABx POC: practical features, steps and tactics"},"content":{"rendered":"<p>At Merlin\/Leonard, we rarely encounter companies that launch an ABx (Account-Based Experience) strategy by deploying a complete technology stack from day one.<\/p>\n<p>They often start with a proof of concept (POC) to demonstrate the value of this approach before rolling it out more widely.<\/p>\n<p>This article provides a detailed guide to <strong>getting started with your ABM POC at a low cost<\/strong>, while maximizing the impact on your strategic accounts.<\/p>\n<p>Below is the Miro followed during this Marketing Office Hour<br \/>\n<iframe loading=\"lazy\" src=\"https:\/\/miro.com\/app\/live-embed\/uXjVITSscHQ=\/?embedMode=view_only_without_ui&amp;moveToViewport=-3263,-3141,6561,3805&amp;embedId=434253990118\" width=\"768\" height=\"432\" frameborder=\"0\" scrolling=\"no\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<h2>The features you need to make your ABx strategy a success<\/h2>\n<p>Before even talking about campaigns or messages, it&#8217;s essential to identify the minimum features required for effective ABM.<br \/>\nHere are the key features, inspired by the Miro table we used during our last Marketo Office Hour.<\/p>\n<h3>1\ufe0f\u20e3 \ud83c\udfaf Define your ICP (Ideal Customer Profile)<\/h3>\n<p>The <strong>ICP<\/strong> is the foundation of any ABM strategy. It defines the profile of the company most likely to buy your products or services\u2014not in theory, but based on real data.<\/p>\n<p>Without a solid ICP, everything else falls apart. It determines <strong>which accounts you should target<\/strong>, <strong>which signals to monitor<\/strong>, and <strong>what content to create<\/strong>.<br \/>\nA good ICP is based on three types of data, among others:<\/p>\n<ul>\n<li><strong>Firmographics<\/strong>: size, sector, location, legal structure.<\/li>\n<li><strong>Technographics<\/strong>: technologies used, competitor stack.<\/li>\n<li><strong>Behavioral<\/strong>: past engagement level, purchase history.<\/li>\n<\/ul>\n<h4>What sets solutions apart<\/h4>\n<p>The most advanced solutions go beyond simple CRM segmentation.<\/p>\n<p>They have a global database of companies, allowing you to enrich your own CRM.<br \/>\nOne of the issues is the ability to reconcile your CRM accounts with those in the external database.<\/p>\n<p>They use AI to <strong>detect similarities between your best-performing customers<\/strong> and accounts in your addressable market.<\/p>\n<h4>Examples of solutions<\/h4>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th>Level<\/th>\n<th>Main solutions<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Lower market segment<\/strong><\/td>\n<td>HubSpot, Marketo (Smart Lists + firmo\/techno filters via enrichment).<\/td>\n<\/tr>\n<tr>\n<td><strong>Middle market segment<\/strong><\/td>\n<td>ZoomInfo, Cognism, Clearbit (enrichment + technographics).<\/td>\n<\/tr>\n<tr>\n<td><strong>Top of market<\/strong><\/td>\n<td>Demandbase, 6sense (customer\/market correlation AI).<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h3>2\ufe0f\u20e3 \ud83c\udf10 Account detection and intent data<\/h3>\n<p>This involves identifying which accounts are <strong>\u201chot\u201d<\/strong> in the market, even if they are not yet identified in your internal tools. Remember that at any given time, only <strong>1 to 5% of accounts are actively searching<\/strong>.<\/p>\n<p>One of the pillars of the ABx approach is to target <strong>ONLY<\/strong> these accounts.<\/p>\n<p>Here, we will use solutions that leverage <strong>third-party data or solutions capable of identifying the IP addresses of people<\/strong> visiting your site.<br \/>\nExamples of solutions include Demandbase, 6sense, and Bombora, which collect signals of intent (searches, anonymous visits, etc.).<\/p>\n<h4>What sets these solutions apart<\/h4>\n<ul>\n<li><strong>Quality of the signal base\u202f<\/strong>: global coverage, geographic accuracy, granularity on topics that interest you.<\/li>\n<li><strong>Signal intensity\u202f<\/strong>: ability to detect the number of searches per account and the recency of keyword searches.<\/li>\n<li><strong>Integrated intent scoring\u202f<\/strong>: providing a ready-to-activate score, not just a list of keywords.<\/li>\n<li><strong>History &amp; trends\u202f<\/strong>: being able to compare an account&#8217;s evolution over time.<\/li>\n<\/ul>\n<p>The differences also depend on the <strong>source<\/strong> of the data:<\/p>\n<ul>\n<li><strong>1st-party<\/strong>: what happens on your site (Marketo, Google Analytics).<\/li>\n<li><strong>2nd-party<\/strong>: review platforms (G2, TrustRadius, PeerSpot, Gartner Digital Markets).<\/li>\n<li><strong>3rd-party<\/strong>: publisher and aggregator networks (Bombora, Demandbase, TechTarget, 6sense).<\/li>\n<\/ul>\n<h4>Examples of solutions<\/h4>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th>Level<\/th>\n<th>Main solutions<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Lower market<\/strong><\/td>\n<td>G2 Buyer Intent, TrustRadius Downstream Intent.<\/td>\n<\/tr>\n<tr>\n<td><strong>Mid-market<\/strong><\/td>\n<td>Bombora (Company Surge\u00ae), TechTarget Priority Engine.<\/td>\n<\/tr>\n<tr>\n<td><strong>High-end market<\/strong><\/td>\n<td>Demandbase Intent, 6sense Intent Data, Foundry (formerly IDG).<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<div class=\"su-note\"  style=\"border-color:#1e95cb;border-radius:15px;-moz-border-radius:15px;-webkit-border-radius:15px;\"><div class=\"su-note-inner su-u-clearfix su-u-trim\" style=\"background-color:#38AFE5;border-color:#ffffff;color:#ffffff;border-radius:15px;-moz-border-radius:15px;-webkit-border-radius:15px;\">\n<div>\n<p>Bonus: the most advanced solutions feature an \u201cAccount journey\u201d that allows you to quickly position an account according to a maturity stage: \u201cAwareness,\u201d \u201cConsideration,\u201d or \u201cDecision.\u201d<\/p>\n<p>This makes it possible to personalize actions on ads or web personalization engagement.<\/p>\n<\/div>\n<\/div><\/div>\n<h3>3\ufe0f\u20e3 \ud83d\udc65 Account enrichment and buying group construction<\/h3>\n<p>To succeed with an ABx strategy, it is essential to have a complete view of the account: who are the right contacts? What is their role? What is the hierarchical structure?<\/p>\n<p>You are no longer dealing with isolated leads, but with <strong>groups of decision-makers<\/strong> linked to the same account: IT, marketing, finance, senior management, etc.<br \/>\nThis allows you to send <strong>the right message to the right person<\/strong> at the right time in the cycle.<\/p>\n<p>The most advanced platforms can <strong>automatically recognize and segment roles<\/strong> within an account (buyer, influencer, sponsor, etc.).<\/p>\n<p>This can be done upstream, to prepare a highly personalized approach (1:1 or 1:few), or after the first signals, to engage more finely with accounts detected in 1:many.<\/p>\n<h4>What makes the difference<\/h4>\n<ul>\n<li>Richness and accuracy of the database: global or European coverage, depth of data (function, role, technologies used).<\/li>\n<li>Frequent updates: database updated regularly (even in real time).<\/li>\n<li>Ability to identify and structure the entire buying group, not just a few contacts.<\/li>\n<li>Seamless connection to CRM and marketing automation tools.<\/li>\n<li>GDPR compliance and legal compliance, essential in France and Europe.<\/li>\n<\/ul>\n<h4>Examples of solutions (French and European market)<\/h4>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th>Level<\/th>\n<th>Main solutions<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Low end of the market<\/strong><\/td>\n<td>RocketReach, Kaspr, Lusha (basic version) \u2014 mainly for occasional searches or limited manual enrichment.<\/td>\n<\/tr>\n<tr>\n<td><strong>Mid-market<\/strong><\/td>\n<td>Cognism (strong presence in Europe and focus on GDPR), Dealfront (formerly Echobot, well established in DACH &amp; France), ZoomInfo (but less coverage in France for specific contacts).<\/td>\n<\/tr>\n<tr>\n<td><strong>High end of the market<\/strong><\/td>\n<td>Dun &amp; Bradstreet (Hoovers), LinkedIn Sales Insights (for structure and organization), Demandbase Data Cloud (integrated into the ABM suite), 6sense Data Enrichment \u2014 all capable of aligning buying groups and advanced firmographics.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h3>4\ufe0f\u20e3 \ud83e\udde9 Advanced account segmentation<\/h3>\n<p>You need to be able to create dynamic segments based on<\/p>\n<ul>\n<li>the <strong>profile<\/strong> (industry, size, technologies used)<\/li>\n<li>the <strong>behavior<\/strong> (pages visited, engagements),<\/li>\n<li>the <strong>intent data<\/strong> seen above,<\/li>\n<li>the <strong>complex relationships<\/strong> between your company and your customers (see the FIRE model in the <a href=\"https:\/\/merlinleonard.com\/strategie-marketing-les-regles-du-nouveau-manuel-b2b-selon-jon-miller\/\" target=\"_blank\" rel=\"noopener\">new B2B Marketing Playbook<\/a>)<\/li>\n<li>or the <strong>account progression<\/strong> in the \u201cJourney\u201d<\/li>\n<\/ul>\n<p>Example: Smart Lists in Marketo or Demandbase&#8217;s Segmentation Engine.<\/p>\n<p>These are the segments you will then send to different campaigns: personalized ads, marketing campaigns, or sales engagement campaigns.<\/p>\n<h4>What makes the difference<\/h4>\n<ul>\n<li>Number of combinable criteria: firmographics, technographics, behavioral, intent signals.<\/li>\n<li>Multi-level capability: segmentation by accounts, buyer groups, and individuals.<\/li>\n<li>Dynamic segments: automatic updates based on new data.<\/li>\n<li>Precise management of exclusions and overlaps.<\/li>\n<li>Ability to filter based on lack of activity, opportunities, or responses to marketing actions<\/li>\n<li>Integration of external tables from your CRM or Marketing Automation (e.g., list of contracts, products purchased, internal support tickets, etc.)<\/li>\n<\/ul>\n<h4>Examples of solutions<\/h4>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th>Level<\/th>\n<th>Main solutions<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Lower market segment<\/strong><\/td>\n<td>HubSpot ABM (basic), Freshsales, Pipedrive (simple ABM add-ons)<\/td>\n<\/tr>\n<tr>\n<td><strong>Middle market segment<\/strong><\/td>\n<td>Marketo Smart Lists, Salesforce Pardot (Account Segmentation), RollWorks<\/td>\n<\/tr>\n<tr>\n<td><strong>High end of the market<\/strong><\/td>\n<td>Demandbase One, 6sense Segmentation, Adobe Real-Time CDP B2B (very advanced on cross-channel segmentation)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h3>5\ufe0f\u20e3 \ud83d\udd04 Design and orchestrate journeys<\/h3>\n<p>This is where the strategy comes to life: <strong>at each stage of the journey, deliver the right message, at the right time, on the right channel. <\/strong><\/p>\n<p>And share the same vision of execution across marketing and sales.<\/p>\n<p>You have a single funnel shared between marketing and sales, based on the progress of accounts in their purchasing journey.<\/p>\n<blockquote><div class=\"sue-icon-text\" data-url=\"\" data-target=\"self\" style=\"min-height:34px;padding-left:36px;color:#5C4293\"><div class=\"sue-icon-text-icon\" style=\"color:#5C4293;font-size:24px;width:24px;height:24px\"><i class=\"sui sui-check\" style=\"font-size:24px;color:#5C4293\"><\/i><\/div><div class=\"sue-icon-text-content su-u-trim\" style=\"color:#5C4293\">From \u201clead nurturing\u201d to account nurturing.&#8221;<\/div><div style=\"clear:both;height:0\"><\/div><\/div><\/blockquote>\n<h4>What sets solutions apart<\/h4>\n<p>Advanced ABM platforms automatically manage <strong>triggers between systems<\/strong>: when an account moves from one stage to another, the CRM, Marketo, and sales are updated in real time.<\/p>\n<h4>Examples of solutions<\/h4>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th>Level<\/th>\n<th>Main solutions<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Lower market<\/strong><\/td>\n<td>Manual CRM + Marketo workflows.<\/td>\n<\/tr>\n<tr>\n<td><strong>Mid-market<\/strong><\/td>\n<td>Make.com, Digibee, Tray.io, HubSpot Operations Hub<\/td>\n<\/tr>\n<tr>\n<td><strong>High-end market<\/strong><\/td>\n<td>Demandbase Orchestration Journey, 6sense Pipeline Progression.<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h3>6\ufe0f\u20e3 \ud83d\udce2 Targeted advertising activation<\/h3>\n<p>ABM ads allow you to <strong>reach your target accounts before they even visit your site<\/strong>.<\/p>\n<p>This requires native integration with a DSP (Demand Side Platform) or ad integrations (e.g., LinkedIn Matched Audiences).<\/p>\n<p>The best platforms link ad impressions to the account journey to measure <strong>actual marketing influence<\/strong>.<\/p>\n<h4>What makes the difference<\/h4>\n<ul>\n<li>Number of channels supported: LinkedIn, display, native ads, retargeting, social ads, etc.<\/li>\n<li>Account-based retargeting capability (pure ABM retargeting).<\/li>\n<li>Frequency and budget management per account.<\/li>\n<li>Creative customization by segment.<\/li>\n<\/ul>\n<h4>Examples of solutions<\/h4>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th>Level<\/th>\n<th>Main solutions<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Low end of the market<\/strong><\/td>\n<td>LinkedIn Campaign Manager (standalone), Meta Ads (via custom audiences)<\/td>\n<\/tr>\n<tr>\n<td><strong>Mid-market<\/strong><\/td>\n<td>RollWorks (ABM ads), Terminus, Metadata.io<\/td>\n<\/tr>\n<tr>\n<td><strong>High-end market<\/strong><\/td>\n<td>Demandbase Ads, 6sense Ads, Madison Logic (leader in multi-channel ABM advertising)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h3>7\ufe0f\u20e3 \ud83d\udcbb Web personalization<\/h3>\n<p>Web personalization is the <strong>missing link<\/strong> between \u201cI target\u201d and \u201cI convert.\u201d<\/p>\n<p>The goal is to display a different message, visual, or offer depending on the account or sector.<br \/>\nYour website becomes an extension of your ABM message.<br \/>\nWhat makes the difference<br \/>\nNumber of possible variations (by segment or account).<\/p>\n<ul>\n<li>Ability to trigger in real time.<\/li>\n<li>Integration with analytics and multi-touch tracking.<\/li>\n<li>Integrated A\/B or multivariate testing.<\/li>\n<li>Account detection based solely on cookies, or (as with Demandbase) on identified account data (IP, domain, cookie match).<\/li>\n<\/ul>\n<h4>Examples of solutions<\/h4>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th>Level<\/th>\n<th>Main solutions<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Lower market segment<\/strong><\/td>\n<td>Google Optimize (recently closed but historical), Instapage Dynamic Text<\/td>\n<\/tr>\n<tr>\n<td><strong>Mid-market<\/strong><\/td>\n<td>Marketo Web Personalization, Dynamic Yield (standard)<\/td>\n<\/tr>\n<tr>\n<td><strong>High-end market<\/strong><\/td>\n<td>Adobe Target, Demandbase Web Personalization, Optimizely Full Stack<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h3>8\ufe0f\u20e3 \u2709\ufe0f Marketing automation activation<\/h3>\n<p>Deploy email scenarios, workflows, or nurturing to support identified contacts in their purchasing cycle.<br \/>\nTraditional solutions: Marketo, HubSpot, Eloqua.<\/p>\n<h4>What makes the difference<\/h4>\n<ul>\n<li>Content personalization by account.<\/li>\n<li>Cross-channel orchestration: emails, SMS, web, social.<\/li>\n<li>Level of CRM integration: fine synchronization, data enrichment.<\/li>\n<li>Native ABM scoring.<\/li>\n<\/ul>\n<h4>Examples of solutions<\/h4>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th>Level<\/th>\n<th>Main solutions<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Low end of the market<\/strong><\/td>\n<td>Mailchimp (standard), Brevo (formerly Sendinblue), ActiveCampaign<\/td>\n<\/tr>\n<tr>\n<td><strong>Mid-market<\/strong><\/td>\n<td>HubSpot (with ABM add-on), Pardot (Account Engagement), Marketo (excluding ABM module)<\/td>\n<\/tr>\n<tr>\n<td><strong>High-end market<\/strong><\/td>\n<td>Marketo Engage + ABM module, Adobe Journey Optimizer, Salesforce Marketing Cloud Account Engagement<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h3>9\ufe0f\u20e3 \ud83e\udd1d Sales activation<\/h3>\n<p>Align your sales teams so they can engage priority accounts as soon as the score is high enough.<br \/>\nTools: Sales Insights in Marketo, Sales Navigator, or Sales Engagement tools (Outreach, Salesloft).<\/p>\n<h4>What makes the difference<\/h4>\n<ul>\n<li>Automatic alerts based on intent or engagement signals.<\/li>\n<li>Deep integration with CRM and sales sequencer.<\/li>\n<li>Personalized \u201cnext best action\u201d recommendations.<\/li>\n<li>Access to detailed insights on accounts and buyers.<\/li>\n<\/ul>\n<h4>Examples of solutions<\/h4>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th>Level<\/th>\n<th>Main solutions<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Lower market segment<\/strong><\/td>\n<td>LinkedIn Sales Navigator (standalone), Outreach standalone, Yesware<\/td>\n<\/tr>\n<tr>\n<td><strong>Middle market segment<\/strong><\/td>\n<td>Salesloft, Outreach with enhancements, Marketo Sales Insight<\/td>\n<\/tr>\n<tr>\n<td><strong>High-end<\/strong><\/td>\n<td>Demandbase Sales Intelligence, 6sense for Sales, Groove (for sales enterprises ABM)<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h3>\ud83d\udd1f \ud83d\udcca Measurement and ROI<\/h3>\n<p>Accurately track the impact of campaigns, from the first sign of intent to the revenue generated.<br \/>\nSolutions: Marketo dashboard, Demandbase dashboards, Adobe analytics.<\/p>\n<h4>What makes the difference<\/h4>\n<ul>\n<li>Multi-touch and multi-channel view (advanced attribution).<\/li>\n<li>Granularity down to the individual account and buyer.<\/li>\n<li>Custom, cross-CRM, and marketing dashboards.<\/li>\n<li>Pipeline projection and revenue influence.<\/li>\n<\/ul>\n<h4>Examples of solutions<\/h4>\n<div class=\"su-table su-table-responsive su-table-alternate\">\n<table>\n<thead>\n<tr>\n<th>Level<\/th>\n<th>Main solutions<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td><strong>Low end of the market<\/strong><\/td>\n<td>Google Analytics (basic), HubSpot Analytics (starter)<\/td>\n<\/tr>\n<tr>\n<td><strong>Mid-range<\/strong><\/td>\n<td>Marketo Advanced Reports, Salesforce Tableau CRM, RollWorks Reporting<\/td>\n<\/tr>\n<tr>\n<td><strong>High end of the market<\/strong><\/td>\n<td>Adobe Customer Journey Analytics, 6sense Revenue AI, Bizible (Adobe), Demandbase Attribution<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<h2>1:1, 1:few or 1:many? Choosing your tactic<\/h2>\n<p>The choice between 1:1, 1:few and 1:many depends mainly on your resources and the size of your targets:<\/p>\n<ul>\n<li>1:1: Ultra-personalized approach for a single strategic account. Requires a lot of resources, but potentially very high ROI.<\/li>\n<li>1:few: Small segments (5 to 20 accounts) sharing the same need or profile. Good compromise between personalization and scalability.<\/li>\n<li>1:many: Broad targeting (50+ accounts), more automated and less granular approach.<\/li>\n<\/ul>\n<p>When starting an ABx strategy, it can be tempting to aim directly for 1:1 or 1:few, seduced by the idea of hyper-personalization and high impact on strategic accounts. But these approaches involve a lot of effort (personalization, sales-marketing coordination, dedicated resources) and present a high risk for a team that is not yet well-established.<\/p>\n<h3>\u2705 Step 1: Start with what you have \u2192 One to many<\/h3>\n<ul>\n<li>Reuse your current campaigns and content.<\/li>\n<li>Target a large group of accounts that match your ICP.<\/li>\n<li>Test the ABx mechanics while controlling resources and budget.<\/li>\n<\/ul>\n<h3>\u2705 Step 2: Move to one to few<\/h3>\n<ul>\n<li>Reduce the number of accounts targeted.<\/li>\n<li>Increase content personalization and sales collaboration.<\/li>\n<li>Introduce specific offers or more detailed journeys.<\/li>\n<\/ul>\n<h3>\u2705 Step 3: Move to one-to-one (if relevant)<\/h3>\n<ul>\n<li>Focus on a few high-value accounts.<\/li>\n<li>Create fully customized experiences.<\/li>\n<li>Mobilize multiple internal functions (marketing, sales, CSM, management).<\/li>\n<\/ul>\n<p>\u2714\ufe0f This way, you progress step by step, minimizing risk and giving your teams time to develop their skills.<\/p>\n<h2>Example of a classic \u201cABM-ized\u201d campaign<\/h2>\n<p>Here&#8217;s how a traditional acquisition campaign can evolve into an ABM campaign, based on slides 1 and 2 of the Miro.<\/p>\n<h3>Traditional campaign (slide 1)<\/h3>\n<ul>\n<li>Objective: Generate as many leads as possible, often through webinars or downloadable content.<\/li>\n<li>Metrics: Lead volume, conversion rate, cost per lead.<\/li>\n<li>Limitations: Many off-target contacts, low conversion rate into opportunities.<\/li>\n<\/ul>\n<h3>ABM-ized campaign (slide 2)<\/h3>\n<ul>\n<li>Objective: Activate a small number of well-identified strategic accounts.<\/li>\n<li>Actions:\n<ul>\n<li>Hyper-targeted ad campaigns on these accounts.<\/li>\n<li>Personalized email sequences enriched with intent signals.<\/li>\n<li>Web content tailored to these accounts.<\/li>\n<li>Close collaboration with sales reps to engage at the right time.<\/li>\n<\/ul>\n<\/li>\n<li>Metrics: Engagement per account, progress in the buying cycle, pipeline generated.<\/li>\n<li>This pivot allows you to focus your efforts and budgets on the accounts that really matter\u2014the ones that will generate the most value.<\/li>\n<\/ul>\n<p>This pivot allows you to focus your efforts and budgets on the accounts that really matter\u2014the ones that will generate the most value.<\/p>\n<h2>In conclusion: test before you go!<\/h2>\n<p>Launching an ABM proof of concept is a great way to demonstrate the value of an account-centric approach without immediately committing large budgets.<br \/>\nWe recommend starting with a minimal foundation (Marketo + CRM + intent solution), adopting a 1:few strategy, then measuring and adjusting before scaling up.<\/p>\n<p>\ud83c\udf81 And to help you along the way, take advantage of my free 1.5-hour strategic coaching session with me, Sylvain Davril, to challenge your marketing and identify your first ABM campaign.<\/p>\n<p style=\"text-align: center;\"><a href=\"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/free-strategic-coaching-1h30-to-challenge-your-b2b-marketing\/\" class=\"custombutton\">\ud83d\udc49 Book your coaching session<\/a>\n<h2>Nos autres articles ABM<\/h2>\n<div class=\"su-image-carousel  su-image-carousel-columns-4 su-image-carousel-has-spacing su-image-carousel-crop su-image-carousel-crop-2-1 su-image-carousel-has-outline su-image-carousel-adaptive su-image-carousel-slides-style-minimal su-image-carousel-controls-style-dark su-image-carousel-align-center\" style=\"max-width:100%\" data-flickity-options='{\"groupCells\":true,\"cellSelector\":\".su-image-carousel-item\",\"adaptiveHeight\":false,\"cellAlign\":\"left\",\"prevNextButtons\":true,\"pageDots\":true,\"autoPlay\":5000,\"imagesLoaded\":true,\"contain\":true,\"selectedAttraction\":0.025,\"friction\":0.28}' id=\"su_image_carousel_69d860b5021ea\"><div class=\"su-image-carousel-item\"><div class=\"su-image-carousel-item-content\"><a href=\"https:\/\/merlinleonard.com\/en\/successful-abx-poc-practical-features-steps-and-tactics\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-caption=\"Successful ABx POC: practical features, steps and tactics\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"200\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/Marketo-Office-Hour-400x200-1.png\" class=\"\" alt=\"Marketo Office Hours : one hour of free support on MArketo with Sylvain Davril, Marketo expert since 2012\" srcset=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/Marketo-Office-Hour-400x200-1.png 400w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/Marketo-Office-Hour-400x200-1-300x150.png 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><span>Successful ABx POC: practical features, steps and tactics<\/span><\/a><\/div><\/div><div class=\"su-image-carousel-item\"><div class=\"su-image-carousel-item-content\"><a href=\"https:\/\/merlinleonard.com\/en\/which-martech-stack-to-choose-for-your-abx-strategy\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-caption=\"Which Martech stack to choose for your ABx strategy?\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"200\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/Marketo-Office-Hour-400x200-1.png\" class=\"\" alt=\"Marketo Office Hours : one hour of free support on MArketo with Sylvain Davril, Marketo expert since 2012\" srcset=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/Marketo-Office-Hour-400x200-1.png 400w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/Marketo-Office-Hour-400x200-1-300x150.png 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><span>Which Martech stack to choose for your ABx strategy?<\/span><\/a><\/div><\/div><div class=\"su-image-carousel-item\"><div class=\"su-image-carousel-item-content\"><a href=\"https:\/\/merlinleonard.com\/en\/why-your-mqls-arent-good-enough-and-how-to-make-the-switch-to-abm\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-caption=\"Why your MQLs aren&#8217;t good enough (and how to make the switch to ABM)\"><img loading=\"lazy\" decoding=\"async\" width=\"400\" height=\"200\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/Marketo-Office-Hour-400x200-1.png\" class=\"\" alt=\"Marketo Office Hours : one hour of free support on MArketo with Sylvain Davril, Marketo expert since 2012\" srcset=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/Marketo-Office-Hour-400x200-1.png 400w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2024\/01\/Marketo-Office-Hour-400x200-1-300x150.png 300w\" sizes=\"auto, (max-width: 400px) 100vw, 400px\" \/><span>Why your MQLs aren&#8217;t good enough (and how to make the switch to ABM)<\/span><\/a><\/div><\/div><div class=\"su-image-carousel-item\"><div class=\"su-image-carousel-item-content\"><a href=\"https:\/\/merlinleonard.com\/en\/qualification-score-prioritizing-the-right-accounts-with-ai\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-caption=\"Qualification Score: prioritizing the right accounts with AI\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-1024x576.jpg\" class=\"\" alt=\"Demandbase Tips by Merlin\/Leonard - The Ultimate Playlist with Sylvain Davril\" srcset=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-1024x576.jpg 1024w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-300x169.jpg 300w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-768x432.jpg 768w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-1536x864.jpg 1536w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-600x338.jpg 600w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips.jpg 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><span>Qualification Score: prioritizing the right accounts with AI<\/span><\/a><\/div><\/div><div class=\"su-image-carousel-item\"><div class=\"su-image-carousel-item-content\"><a href=\"https:\/\/merlinleonard.com\/en\/2025-why-your-lead-gen-strategy-is-no-longer-enough-and-how-account-based-marketing-can-restart-your-growth\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-caption=\"2025: Why Your Lead Gen Strategy Is No Longer Enough (and How Account-Based Marketing Can Restart Your Growth)\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"200\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/09\/2025-Why-Your-Lead-Gen-Strategy-Is-No-Longer-Enough.png\" class=\"\" alt=\"2025: Why Your Lead Gen Strategy Is No Longer Enough\" \/><span>2025: Why Your Lead Gen Strategy Is No Longer Enough (and How Account-Based Marketing Can Restart Your Growth)<\/span><\/a><\/div><\/div><div class=\"su-image-carousel-item\"><div class=\"su-image-carousel-item-content\"><a href=\"https:\/\/merlinleonard.com\/en\/build-your-target-account-list\/\" target=\"_blank\" rel=\"noopener noreferrer\" data-caption=\"Build your Target Account List\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-1024x576.jpg\" class=\"\" alt=\"Demandbase Tips by Merlin\/Leonard - The Ultimate Playlist with Sylvain Davril\" srcset=\"https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-1024x576.jpg 1024w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-300x169.jpg 300w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-768x432.jpg 768w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-1536x864.jpg 1536w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips-600x338.jpg 600w, https:\/\/merlinleonard.com\/en\/wp-content\/uploads\/sites\/2\/2025\/10\/Demandbase-tips.jpg 1600w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><span>Build your Target Account List<\/span><\/a><\/div><\/div><\/div><script id=\"su_image_carousel_69d860b5021ea_script\">if(window.SUImageCarousel){setTimeout(function() {window.SUImageCarousel.initGallery(document.getElementById(\"su_image_carousel_69d860b5021ea\"))}, 0);}var su_image_carousel_69d860b5021ea_script=document.getElementById(\"su_image_carousel_69d860b5021ea_script\");if(su_image_carousel_69d860b5021ea_script){su_image_carousel_69d860b5021ea_script.parentNode.removeChild(su_image_carousel_69d860b5021ea_script);}<\/script>\n","protected":false},"excerpt":{"rendered":"<p>At Merlin\/Leonard, we rarely encounter companies that launch an ABx (Account-Based Experience) strategy by&#8230;<\/p>\n","protected":false},"author":2,"featured_media":3128,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"\u202fA successful ABx POC","_yoast_wpseo_linkdex":69,"_yoast_wpseo_content_score":60,"inline_featured_image":false,"footnotes":""},"categories":[24,25],"tags":[26,43,44,47],"technology":[],"class_list":["post-5824","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-videos","category-virtual-roundtables","tag-abm","tag-marketing-stack","tag-marketing-strategy","tag-marketing-office-hours"],"acf":{"rsrc_module":null,"meta_duration":40,"meta_difficulty":"dif-medium","modules_bottom":[{"acf_fc_layout":"sidebar_marketo_form_cta","cta_sidebar":"Register for Marketo Office Hours","padding_t":"pt-medium","padding_t_copier":"pb-medium","bg":"bg-white"}],"post_or_page":5482,"agenda_shortcode":"[mktoagenda formid=\"2030\" button_text=\"Register now!\" form_title=\"Register for one hour of free Marketo support every week!\" focus_area=\"officehours\"]\r\n<script src=\"\/\/go.merlinleonard.com\/js\/forms2\/js\/forms2.min.js\"><\/script> <form id=\"mktoForm_2030\"><\/form> <script>MktoForms2.loadForm(\"\/\/go.merlinleonard.com\", \"380-REU-819\", 2030);<\/script>[\/mktoagenda]","post_featured_image_style":"normal","ressources_video":"","post_subtitle":"Marketing Office Hour - 07\/11\/25","modules":null},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Successful ABx POC: practical features, steps and tactics - Merlin\/Leonard<\/title>\n<meta name=\"description\" content=\"Discover the essential features and steps for launching an effective ABx strategy, without blowing your budget.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/merlinleonard.com\/en\/successful-abx-poc-practical-features-steps-and-tactics\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" 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