Marketing organizations are under increased pressure to show how their efforts contribute to helping sales teams achieve their targets. In companies focused on major account sales, that often means adopting account-based marketing, often known as “ABM.”
However, while there is a lot of buzz about ABM and even more vendors eager to sell ABM software or solutions, there are not a lot of widely available ABM strategy examples to work off of for companies and marketing departments getting started.
How do I build an ABM strategy?
To build an ABM strategy, begin by defining your target account selection criteria, and leveraging data to identify high-value accounts that align with your business objectives.
Once the target accounts are agreed upon, it is important to establish clear alignment between sales and marketing teams, outlining roles, responsibilities, and communication processes to ensure seamless collaboration.
Then, develop a deep understanding of each target account's unique pain points, organizational structure, and decision-making processes. Craft tailored content and messaging that resonate with your target accounts and their key stakeholders. Utilize a multi-channel engagement approach, leveraging tactics such as personalized email campaigns, targeted advertising, and events to effectively reach and nurture relationships.
Once the campaigns are running, continuously measure and optimize your strategy based on account-level engagement metrics and ROI to drive success.
What does an ABM campaign look like?
An ABM campaign typically starts with the identification of high-value target accounts based on strategic alignment and revenue potential. Sales and marketing teams collaborate to develop a deep understanding of each account's unique needs, pain points, and decision-making processes. They create personalized content and messaging tailored to address the specific challenges and interests of the target accounts and their key stakeholders.
The campaign is then executed using a multi-channel approach, leveraging tactics such as email marketing, targeted advertising, events, and social media to engage and nurture relationships effectively.
Finally, the campaign performance is continuously monitored and optimized based on account-level engagement metrics and ROI to drive long-term success.
What are examples of account-based marketing campaigns?
Here are some examples of ABM campaigns:
A B2B software company targeting large healthcare organizations to promote their electronic health record (EHR) system. The campaign includes personalized email sequences, targeted LinkedIn ads, and case studies showcasing successful EHR implementations in similar organizations.
A cybersecurity firm targeting financial institutions with a focus on protecting their sensitive data. The campaign involves creating tailored whitepapers and webinars addressing specific security concerns in the finance sector, along with personalized demos of their security solutions for key decision-makers.
A marketing automation platform targeting e-commerce companies looking to improve customer retention and increase sales. The campaign includes sending personalized email campaigns, hosting industry-specific webinars, and offering customized product demos to demonstrate the value of their platform for e-commerce businesses.
A B2B logistics company targeting manufacturers that need efficient supply chain management solutions. The campaign involves sharing case studies of successful supply chain optimizations, inviting key decision-makers to exclusive roundtable events, and offering personalized consultations to assess their logistics needs and demonstrate the value of their services.
What is the first step in implementing the ABM strategy?
The first step in implementing an ABM strategy is identifying and selecting high-value target accounts based on criteria like revenue potential, strategic fit, and industry alignment.
To identify and select high-value target accounts, a company should follow these steps:
Define your Ideal Customer Profile (ICP): Determine the characteristics of your ideal customers, including company size, industry, location, revenue, and growth potential. This will help you focus on accounts that align with your business objectives and offerings.
Gather data: Collect firmographic, technographic, and behavioral data on potential accounts to further refine your target list. This may include factors like annual revenue, employee count, industry, technology stack, online behavior, and recent events (e.g., mergers or acquisitions).
Prioritize accounts: Use a scoring model or account prioritization matrix to rank accounts based on their fit with your ICP and potential value to your business. Consider factors like revenue potential, strategic importance, likelihood to purchase, and ease of engagement.
Validate the list: Engage your sales team to review the prioritized list of target accounts, ensuring they agree with the selection and have valuable insights or existing relationships with these accounts.
Continuously refine: As you gather more data and insights about your target accounts, continuously refine your account selection process to ensure you're focusing on the most valuable and strategically aligned prospects.
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