The 5 pillars of an effective ABM program

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Marketing automation has made it possible for any company to affordably work with account-based marketing (ABM). But what is an ABM program? It depends on who you ask. It can be anything from purchasing a product to giving away premium giveaways to start a conversation. In our experience, ABM is a strategy that allows marketing and sales staff to focus their time and energy on specific accounts, rather than casting a wide net.

We’ve found that our ABM program works best as a coordinated approach between marketing and sales. This means more than just collaboration. The success of ABM programs and campaigns depends on us working together in a targeted and repeatable way.

Related: Account-Based Marketing Strategy

We carefully orchestrate account targeting, messaging, outreach, advertising, and all of our demand generation efforts right down to the day each activity needs to be performed. Why? Our philosophy is that ABM is a strategy rather than a technology.

Simple ABM Strategy

If that sounds strange coming from a RevOps consultancy , consider this: Many RevOps professionals have been conditioned to buy a “solution” for every problem they have. But cambodia telegram mobile phone number list where do you want to go with all this technology? If you don’t know, you’ll probably need to think about strategy a bit first. Once you have a process roadmap, choosing a technology will be much easier.

“You can’t build a great building on a weak foundation”

There’s no way around not having a solid database foundation for any business process you want to run. Without a solid database foundation to do it on, you’ll fall short time and time again. So make sure you’re following the basic principles of data quality: deduplication, segmentation, and enrichment.

With this philosophy in mind, we have five pillars on which we base our ABM program:

The 5 pillars of an effective ABM program
01. Target the right prospects with your ABM program
It goes without saying: If you’re not targeting the right prospects with the right message, you’re not going to be successful with your ABM campaigns . However, not all leads are created equal, which is why we developed our lead classification system. Grade A is the perfect account for us, Grade B is a good account, and Grade C is a company to keep an eye on because they’re growing quickly. Questions we ask ourselves when building our ideal customer profile include:

What types of deals have been won most often in the past?
What are the attributes of customers who grow with you over time?
What are the characteristics of customers who abandon?
Why do they leave? Are these the companies you should avoid?
Which verticals perform well over time?
02. Develop a retargeting campaign: Not all is lost
When you lose a deal, have you really lost the prospect or was it just that opportunity? Will another one come along? It's not uncommon for us to lose an opportunity and have them come back three or four months later to talk about something related. If you're in a business where you sell multiple capabilities, you can repurpose those prospects if you saw the right buying signals.