Higharc’s ABM Playbook: Hyper-Personalized Product Demos at Scale

Higharc’s ABM Playbook: Hyper-Personalized Product Demos at Scale

Most ABM programs personalize with the prospect’s logo on a landing page. Maybe a custom video. Call it personalization and ship it.

Higharc takes a different approach. They grab floor plans from the prospect’s website, import them into their product, set up a full account with the prospect’s designs, then create persona-specific landing pages showing the prospect their own homes already in Higharc.

In a recent episode of Category Visionaries, Marc Minor, CEO and Co-Founder of Higharc, explained the entire workflow for this product-led ABM approach.

The Getting in the Room Problem

The challenge isn’t awareness. Homebuilders know they have problems. The challenge is getting busy builders to spend time evaluating a solution.

“The challenge is typically getting in the room,” Marc explains. “Marketing team’s job then is really to enable them and to give customer prospects a reason to spend some time with us because they’re just so busy.”

Traditional ABM tactics didn’t work. Personalized emails didn’t compel meetings. Custom videos didn’t demonstrate actual value. Generic demos required prospects to imagine how Higharc would work with their specific designs.

The breakthrough: use the prospect’s actual work to demonstrate value.

The Narrow ICP Requirement

This approach only works with extreme ICP focus. Higharc targets 15-25 accounts at a time.

“Let’s say we’ve got 15 or 25 targets right now for this kind of campaign,” Marc notes. “We’re very focused on ICP. Sort of narrowly identified ICP right now. Again, it’s all about making successful customers and using that to create a flywheel. So customer product fit is like everything.”

Better to fully personalize for 20 ideal prospects than partially personalize for 200 okay prospects.

The Team Structure

Most marketing teams have marketers. Higharc put an implementation person on the marketing team specifically for this ABM motion.

“What we did was we actually put one of our implementation people onto the marketing team,” Marc explains. “And I say the marketing team, it’s two people, you know, just to be clear, they’re amazing. Most three people anyway, we have an implementer on that team.”

The implementer can actually use Higharc like a customer would—import floor plans, set up accounts, configure the platform. They’re doing real implementation work for prospects who aren’t customers yet.

The Tactical Workflow

First, identify target accounts. Narrow ICP, high fit, companies worth the effort. For Higharc, production builders doing 50+ homes per year.

Second, gather floor plans. “We’re going to go to their website, grab a bunch of their plans that from their website,” Marc says.

Third, import and set up accounts. “We’re going to actually like set up, we’re going to set up an account in Higharc with their plans,” Marc explains. The implementation person takes 2D floor plans and brings them into Higharc’s 3D environment.

Fourth, create persona-specific landing pages. “We’re actually using new right now to create a customized landing page, you know, for them so that they can encounter Higharc in the context of their own business, which is really cool,” Marc notes.

Fifth, personalize by persona. “And it’s actually Persona based. So if you are consistent, we serve different parts of the value chain. We serve the person who’s responsible for designing, and we serve the person who’s responsible for selling. For example, you want to hear something different if you’re one of those two Personas.”

Designers see design workflow improvements. Salespeople see 3D configurators and buyer experience. Same company, different pages.

Why This Works

The power comes from eliminating imagination. Traditional demos require prospects to abstract from generic examples to their specific situation.

With this approach, prospects see their actual designs. Their Colonial model in 3D. Their Ranch model with a configurator. Their specific product line already in the platform.

“They can encounter Higharc in the context of their own business,” Marc says. This isn’t theoretical value—it’s demonstrated value with their work.

The Economics

This level of personalization seems expensive. But the economics work when your ACV is $300,000 and your sales cycle depends on getting meetings with busy buyers.

Compare it to alternatives. Cold outbound didn’t work. LinkedIn ads generated no results. Generic demos required too much imagination. The ROI on intensive personalization beats all of them.

One successful deal from a batch of 25 pays for the entire campaign.

What You Need to Make This Work

Not every company can execute this playbook. You need: a product that demonstrates value using customer inputs, the ability to set up accounts quickly, content prospects publish publicly, different personas who care about different value propositions, and high enough ACV to justify the effort.

Higharc hits all five. If you’re selling $10K ACV software, the economics don’t work. But for high-ACV software where the product can demonstrate concrete value with the prospect’s actual work, the playbook becomes viable.

The Principle Behind the Tactic

The deeper insight: use your product as the personalization engine instead of marketing tools that pretend to be your product.

Most ABM personalization happens in marketing tools. Custom videos in Vidyard. Landing pages in Unbounce. One-pagers in Slides. These tools can personalize around your product, but they can’t personalize with your product.

If your product can ingest prospect-specific inputs and demonstrate value with those inputs, use the actual product. Don’t create a demo of what they’d see. Show them what they actually see.

Scaling the Approach

Can this scale beyond 15-25 accounts? Yes, but with constraints. The bottleneck is implementation capacity.

For Higharc, 15-25 accounts appears optimal. Small enough for genuine attention. Large enough for meaningful pipeline. As they hire more implementation capacity, they could run multiple campaigns simultaneously.

The key is maintaining quality. At some threshold, personalization becomes perfunctory. The power comes from genuine effort—seeing their actual designs signals you’ve invested time in their business.

When Generic Demos Still Work

This approach doesn’t replace all demos. It solves a specific problem: getting the initial meeting with ideal but busy prospects.

The product-led ABM motion creates the meeting. The actual sales process proceeds normally from there. You’re trying to get prospects to invest time in evaluation by showing you’ve already invested time in understanding their business.

Marc’s ABM playbook reveals a simple truth: showing beats telling. Most ABM programs tell prospects what value they’d get. Higharc shows prospects what value looks like using their actual work. That’s the difference between getting ignored and getting meetings.