Account Based Marketing for MUMBOs Is Here: Introducing Custom Targets

Account-based marketing (ABM) is one of the most effective ways to win high-value B2B deals. Instead of casting a wide net, it focuses on highly personalized, one-to-one outreach—treating each prospect as a “market of one.” The goal isn’t volume, but deep, strategic relationships with the right accounts.

In franchising, that means targeting multi-unit, multi-brand operators (MUMBOs)—experienced groups with teams, existing portfolios, and real access to capital. While nurturing them is slower and more effortful, their ability to execute large, multi-unit deals can be transformative for franchisors.

Here is how the new Custom Target feature supports Account-Based Marketing.

Step 1: Build your MUMBO filter

Instead of mass outreach to a big group, focus on narrowing down based on geography, brand ownership and industry. Remember, you can create many targets so try to keep each one specific.

Step 2: Save it as a Target

After saving the Custom Target through a button in the top right corner, you will always be able to access it from the dashboard. You can also control the privacy of your targets to set them as private, team (accessible to your teammates) or public. The beauty of a Custom Target is that you can jump back into processing the most valuable leads instead of selecting filters every time.

Step 3: Research each account and create multi-touch, multi-channel outreach

Inside the saved target view, you will be able to scroll through the MUMBOs, look inside their organizations and find key decision makers inside each franchisee group. Once you find them, you can use their email and LinkedIn for the initial outreach. We recommend to layer in your outreach across several channels and keep your outreach personalized.

The Custom Targets are always available in the main dashbord view. You will see targets that you created, your team shared with you or public targets created by Wefranch.

Here is a demo of this feature walking through the steps to create and use a board: