So, you’re looking to launch an account-based marketing (ABM) strategy that will target bigger deals. You have many targets on your list selected by sales, but you’re a team of one. How do you proceed? Where do you start? What is ABM?
In short, ABM allows marketers to focus their resources efficiently and run marketing programs that are specifically optimized for target accounts.
With ABM, you decide which accounts are qualified and then go after them. This can profoundly impact the way you think about sales and marketing, and the types of programs you execute.
So, how do you put ABM into practice for the most important accounts for your company?
The common consensus is that ABM can involve a lot of resources and time to develop. However, there is an easy way to get started and drive real results for your business quickly. You can implement “lean” ABM to effectively streamline your marketing and sales efforts with minimal resources. What this means is using the right Marketing technology (MarTech) resources that are out there, and trust me, there’s a lot of resources out there as the following graphic shows:
With ABM you don’t run broad-reaching campaigns. Instead, you look for ways to target very specific individuals in very specific organizations. If you target your efforts, you minimize the amount of sales and marketing resources on less important buyers or segments of the market— often reducing waste. Finding the platform for your needs is the 1st challenge.
Finding a tool that allows you to cover the different aspects of the campaign’s needs is also another thing to be taken into account, as you don’t want to be working with many different technologies that don’t integrate with each other easily.
At the core of your account-based marketing solution should be a single, unified platform that provides all of the essential components for ABM. The platform should have capabilities for account targeting and management, personalizing cross-channel engagement, direct communication capabilities and analytics.
By using one platform for ABM coordination and collaboration, you can manage your accounts through a selection process, such as account scoring or creating lists containing criteria important to your business. If this platform allows you to create internal communication groups within the platform, then even better as your colleagues can be kept in the loop over what’s happening.
Once you have identified the right audience to target, you can then engage them with highly personalized, coordinated messages within that platform. Most importantly, you can optimize your programs and measure success by tracking the sales pipeline to ensure you’re getting the most out of every effort.
Identifying gaps and adding missing tools as needed is critical to your ABM success, but just as important is having a solution that can easily integrate with your other core technologies such as your CRM software.
The right framework will help you evaluate your digital needs. By determining your business model, go-to-market strategy, organizational needs and integration requirements you can discover the right solution that will grow with your company.
If you wish to hear what elements of the above requirements Koble can help you with, get in touch.