B.A.M.: Your New Framework for B2B Campaign Execution

Traditional B2B campaign frameworks often focus on TOFU, MOFU, and BOFU, emphasizing the prospect’s level of awareness and engagement. While useful, we can do even better, replacing abstract concepts with the pragmatism marketers need to execute campaigns effectively. Enter B.A.M. (Broadcast, Addressable, Multithreading), a concrete framework designed from the marketer’s perspective to streamline campaign planning and execution.

The big picture thinking behind B.A.M. is that we invest more as we know more.

The “B” in B.A.M.: Broadcast

Broadcast is the starting point of any campaign. At this stage, your goal is to create awareness and attract prospects to engage with your GTM assets. This is where you begin building your marketable database by addressing a broad audience with scalable and cost-effective tactics, using your ICP definitions as the foundation for crafting messaging and execution strategies.

Goals:

• Generate awareness for your brand and offerings.
• Attract new prospects and encourage initial engagement.
• Collect explicit opt-ins to grow your contact database.

Tools & Tactics:

• Lower-cost channels: Use SEO, content marketing, PR, organic social media, professional community engagement, and speaking engagements to drive visibility.
• Fixed-cost tactics: Invest in conferences, billboards, and sponsorships to cast a wide net.
• Paid tactics: Run PPC campaigns that accept broader targeting parameters, knowing you may attract a mix of high- and low-value leads.

Key Considerations: While tools like Phantom Buster and RB2B can help identify anonymous visitors or social media engagers, direct opt-ins through gated content, webinar registrations, newsletter signups, or LinkedIn comment-gated content remain the most reliable and effective approaches.

Outcome: By the end of the Broadcast phase, you should have a growing list of marketable contacts who are ready for more targeted engagement in the next phase.

The “A” in B.A.M.: Addressable

Once prospects have entered your database or can be targeted through other identifiable means, the campaign moves into the Addressable phase. At this stage, your goal is to deepen engagement and guide these individuals toward becoming Sales Qualified Opportunities (SQOs).

Goals:

• Engage prospects with personalized and relevant communications.
• Assess intent and qualify individuals based on their activity and fit.
• Convert prospects into SQOs through repeated and meaningful interactions.

Tools & Tactics:

• Profile enrichment: Use tools like Apollo or Clay to gather additional information about your prospects, such as company details or seniority levels.
• Engagement tracking: Monitor activity across owned properties, social media, and third-party platforms to assess intent.
• Targeted outreach: Implement retargeting ads, lead nurturing email sequences, and warm outbound efforts to maintain engagement.
• Custom offers: Tailor offers ranging from gated content and webinars to high-value field events or exclusive experiences for top prospects.

Key Considerations: SDRs play a critical role in this phase, following up on new and re-engaged prospects with messaging and offers that align with the campaign’s goals.

Outcome: Successfully executing this phase should result in a steady flow of SQOs, with clear data on which prospects to prioritize for deeper engagement.

The “M” in B.A.M.: Multithreading

Multithreading begins when an opportunity has been qualified and a pipeline number is associated with the account. The focus shifts from engaging a single prospect to building relationships across the entire buying committee to maximize the likelihood of closing the deal.

Goals:

• Identify and engage all stakeholders within the buying committee.
• Build consensus across the account to support the deal.
• Accelerate deal velocity by addressing objections and providing tailored value.

Tools & Tactics:

• Stakeholder mapping: Work with sales and partners to identify key decision-makers and influencers.
• Customized content: Develop account-specific materials like case studies, POCs, or personalized portals.
• Amplified outreach: Leverage targeted ads, field events, and customer references to deepen relationships.
• Collaborative selling: Integrate efforts with sales teams to align on messaging and account strategy.

Key Considerations: Multithreading requires a shift in focus from individual prospects to the broader account. Field Marketing plays a key role here, organizing and executing high-touch engagements that deepen relationships across the buying committee. Investments in this phase should correlate with the potential deal value and complexity of the buying process.

Outcome: By multithreading effectively, you increase your chances of closing deals by ensuring the entire buying committee is engaged, informed, and aligned.

Measurement and Iteration

Throughout the B.A.M. framework, ongoing measurement is essential to optimize performance and allocate resources effectively.

Metrics to Track:

• Individual-level: Conversion rates, engagement levels, and cost per SQO.
• Account-level: Stakeholder engagement, account-based ROI, and deal velocity.
• Cohorted analysis: Monitor performance over time, such as the conversion rates of leads or accounts acquired during specific campaigns.

Continuous Improvement: Use insights from each phase to refine your tactics and messaging, ensuring maximum impact at every stage of the campaign.

Why B.A.M. Works

B.A.M. offers a pragmatic and actionable approach to B2B marketing that mirrors the familiar TOFU, MOFU, and BOFU framework. However, instead of focusing solely on the prospect’s journey, it defines specific gates based on what Sales and Marketing have as inputs, such as ICP definitions and engagement data. This perspective shapes the budgetary and creative decisions made at each phase.

Additionally, B.A.M. rationalizes where ABM fits into an overall campaign strategy by showing how the framework evolves from broad-based Broadcast activities to highly targeted Multithreading efforts. It ensures that resources are allocated intelligently as new data and insights are gathered, enabling marketers to balance reach with precision effectively.

B.A.M. enables marketers to:

• Align campaign activities with the marketer’s perspective and objectives.
• Provide a structured framework to move prospects from awareness to conversion and beyond.
• Integrate marketing and sales efforts to create a seamless GTM strategy.

By adopting the B.A.M. framework, marketers can drive better results, optimize resource allocation, and create campaigns that deliver meaningful business outcomes.