Build Your Account-Based Marketing Strategy
ABM success requires a strong set of marketing capabilities, tight alignment with Sales, and a content personalization strategy that targets high-opportunity buyers.
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42% of marketers can’t run effective account-based marketing programs because of difficulty aligning their Marketing and Sales teams. Root causes of ABM strategy failure include:
- Poorly defined persona(s) and ICP.
- Difficulty aligning with Sales on the target account list.
- Not delivering a personalized customer experience.
87% of marketers surveyed said ABM outperforms other marketing investments. Marketers using ABM report:
- 50% Less sales time wasted on unproductive prospecting.
- 208% More revenue generated using ABM.
- 171% Lift in annual contract value (AVC).
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Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.
Book NowModule 1: Drive Aligned Vision for Your ABM Programmatic
The Purpose
Align Marketing and Sales teams, conduct a foundational assessment of your ABM capabilities, review your tech stack, and define your ICP tiers.
Key Benefits Achieved
Create a comprehensive plan for ABM strategy implementation, with a focus on defining your ideal customer profile (ICP).
| Activities: | Outputs: | |
|---|---|---|
| 1.1 | Assess your foundational capabilities of ABM and conduct a gap analysis. Create a plan to address gaps. |
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| 1.2 | Review your tech stack integration requirements. |
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| 1.3 | Define your ideal customer profile (ICP). |
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Module 2: Define Your Targeting Strategy
The Purpose
Identify and focus on the accounts and individuals that are most likely to become your high-value customers.
Key Benefits Achieved
Develop a focused targeting and performance-tracking plan.
| Activities: | Outputs: | |
|---|---|---|
| 2.1 | Document your buyer persona and journey. |
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| 2.2 | Create your target account list (TAL) and segmentation strategy. Review predictive modeling and behavior-based targeting options. |
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| 2.3 | Evaluate marketing performance and streamline your reporting process. |
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Module 3: Develop your Content Strategy and Account-Based Scoring.
The Purpose
Develop a comprehensive plan for engaging and nurturing those targets to drive measurable business results.
Key Benefits Achieved
Develop a content strategy to guide target accounts through the buyer's journey and measure progress.
| Activities: | Outputs: | |
|---|---|---|
| 3.1 | Optimize your lead generation engine. |
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| 3.2 | Develop your content strategy: pillars, clusters, personalization strategy, and taxonomy. |
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| 3.3 | Implement your account-based scoring model and behavioral tracking. |
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Module 4: Plan Your ABM Programmatic Pilot Strategy.
The Purpose
Select the right tactics and channels to engage with your target accounts in a personalized and effective way.
Key Benefits Achieved
Develop an ABM Programmatic pilot.
| Activities: | Outputs: | |
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| 4.1 | Develop an actionable Programmatic pilot / discuss other ABM strategies. |
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| 4.2 | Establish a process for continuous improvement and refinement. |
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Module 5: Present Your ABM Programmatic Pilot Strategy, Next Steps
The Purpose
Finalize the pilot strategy and review the implementation plan and next steps to ensure a successful outcome.
Key Benefits Achieved
Finalized ABM Programmatic pilot and best practices.
| Activities: | Outputs: | |
|---|---|---|
| 5.1 | Finalize pilot strategy plan. |
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| 5.2 | Establish a process for continuous improvement and refinement. |
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