ABM is about building sustained, relevant engagement — not just hitting send. Plan for longer campaign durations, refresh content regularly, and adapt cadence based on buyer signals.
Campaign duration and structure
What’s the typical length for a B2B Tofu campaign?
- ABM campaigns usually last 3–6 weeks for a defined initiative (e.g., promoting an event, re-engaging target accounts), but can run longer with new touches or content.
- Nurture and evergreen campaigns for account engagement can last several months, with new content cycling every 4–8 weeks to keep it fresh.
- Short sprints (3–10 days) work for high-intent, event-driven blitzes (product launch, event follow-up). Most B2B buyers need multiple touches over multiple weeks.
Rule of thumb Plan for at least 4–6 touches over 3–6 weeks for best engagement.
Should campaigns be structured as quarterly initiatives?
- Quarterly campaign sprints work well. They let you coordinate messaging, align with sales priorities, and measure results in cycles.
- Refresh content each quarter. Use new case studies, product updates, or offers to keep things relevant and avoid fatigue.
- A quarterly structure also makes goal-setting, reporting, and ROI analysis easier.
Can you continuously add to and extend Tofu campaigns?
- Yes. Tofu supports modular campaign building. You can add touches, swap out messages, or introduce new channels anytime.
- If an account isn’t engaging, add them to a nurture track or reactivation campaign.
- For key accounts, keep the conversation going by layering in new assets or plays each quarter.
How to handle campaign exit and re-enrollment
Define exit criteria:
- Exit when: the account meets a defined goal (booked meeting, MQL status, hard unsubscribe).
- Re-enroll when: no engagement after a full sequence, new high-intent action, stakeholder change, or shift in business priorities.
Tip Tag and segment accounts so you don’t “overcook” by sending irrelevant messages or creating fatigue.
Email cadence and volume
What’s the right number of emails for MQL scoring?
- Most B2B prospects need 4–7 high-quality, personalized emails for enough touchpoints to trigger engagement without overwhelming them.
- Focus more on value in each email than just hitting a number.
- If using lead scoring, ensure scoring reflects both opens and clicks and meaningful actions (reply, meeting booked, download).
Should we move away from “3 emails per week”?
- Yes — quality over quantity. More frequent emails lead to diminishing returns and unsubscribes.
- Spread emails out (every 4–7 days), with more frequent touches early, then slow if no response.
- Mix in LinkedIn and thematic content between emails for multi-channel reinforcement.
What cadence works for disengaged subscribers?
- Reduce frequency if prospects aren’t engaging.
- After 2–3 unresponded touches, pause for 2–3 weeks, then try a reactivation or new-angle message.
- Create a “slow drip” or quarterly nurture for low-engagement contacts, featuring educational or thought-leadership content.
- Always make it easy to opt out and avoid email fatigue.
Optimization tips
- Tailor cadence to intent. Speed up for hot buyers, slow down if there’s no signal.
- Monitor domain health. Too many emails to disengaged lists can hurt deliverability — keep your list clean.
- Personalize based on behavior. Trigger higher frequency if a recipient shows intent (visits landing page, downloads resource).
- Coordinate with sales on status changes. If an account books a meeting, suppress ongoing nurture to avoid confusion.
Foundational takeaway ABM is about sustained, relevant engagement. Plan for longer durations, refresh content regularly, and adapt cadence based on buyer signals.