Leveraging account-based marketing (ABM) can be a powerful tool but it can be hard to understand because it's a program usually reserved for "the big boys". This comprehensive guide will walk you through the nuances of ABM, from initial research to closing deals, ensuring a strategic and data-driven approach tailored for large account pursuit. You don't have to be a huge company to deploy ABM strategies but you do need to be organized and invest in research to guide tactics.
1. Defining and Researching Large Accounts
To kick off your ABM strategy, start by understanding the market landscape to pinpoint potential high-value accounts. Develop criteria for selecting these accounts based on their revenue potential, strategic value, or market influence. Utilize robust tools and resources like Gartner, Forrester, Bloomberg, and SEC filings to gather deep insights into these businesses. Regularly update your criteria and use advanced business intelligence tools for continuous monitoring to keep your data fresh and actionable.
2. Deconstructing Large Account Executive Roles
Mapping the organizational hierarchy and identifying key decision-makers within the account is your next step. Detailing profiles of C-suite executives, department heads, and procurement officers with insights from LinkedIn and corporate websites will help you understand their roles and influence better. Regularly integrating this data into a CRM ensures it remains updated and actionable, providing a solid foundation for personalized marketing efforts.
3. Identifying Individuals in Key Roles
To pinpoint the actual individuals in key roles, leverage tools like LinkedIn Sales Navigator. This is crucial for understanding who to target within the large accounts. Maintain the accuracy of this data with regular updates and validations through multiple sources to ensure your strategies are directed at the right individuals.
4. Using Social Channels and Data Sources
Develop a deep understanding of your targets by monitoring their activity on social platforms like LinkedIn and Twitter, and analyzing their content preferences using tools like BuzzSumo. Integrating these insights into a CRM helps keep the profiles enriched with the latest data, crucial for crafting tailored marketing messages.
5. Creating Bespoke Marketing Campaigns
Craft personalized marketing campaigns designed to engage and influence your identified targets effectively. This involves creating multi-format content such as white papers, videos, and targeted ads. Implement hyper-targeted digital advertising and direct outreach through personalized emails and private webinars to engage these decision-makers effectively. Utilize A/B testing to refine these elements continuously and collaborate closely with sales to ensure alignment.
6. Tracking and Verifying Impact of Efforts
It's vital to track the effectiveness of your ABM campaigns. Implement tools to create touch points and use heat mapping to visualize engagement, helping you see what's working and what isn't. Regularly review progress with sales to align strategies and optimize the handoff process.
7. Creating Sales Pipeline to Closed-Won Results
Finally, convert your marketing leads into sales opportunities and close deals. Ensure a seamless handoff from marketing to sales, maintain data continuity, and collaborate on deal progression. Establish feedback loops and use integrated CRM and marketing automation tools to track everything from lead generation to deal closure, helping you measure ABM ROI effectively.
Want a detailed guide? Reach out to seth@brandedstrategic.com