Start by collaborating
Designing an Account-based marketing strategy requires collaborative efforts between sales and marketing. As a first step, your sales and marketing teams should team up on a targeting exercise to identify the appropriate buyer personas in strategic industries. Also before getting started, it’s also essential to ensure that everyone in sales and marketing is aligned and committed to an account-based strategy, without which it’s very likely to fail.
Identify Your High-Value Accounts
Now once that you have a unified team the next step is to find and define your high-value accounts. Leverage firmographic #contactdata – things like industry, company size, location, annual revenue and market intelligence to prioritize your high-value accounts. Learn and understand the customer journey, buying time-frame, market influence, and the likelihood of repeat purchase and expected profit margin. By working closely with your sales team you should be able to build a list of high-value accounts that includes existing customers where there is scope for cross-selling and net new accounts matching your ideal customer profile.
You can do this yourself with a bit of research, but SMARTe can simplify the process for you.
Identify key internal players
A good start to prospecting is to define what a good prospect is like for your business. Identify how your target accounts are structured, figure out who the decision-makers and influencers are. Once you have identified your potential decision makers and influencers next step is to have their detailed contact information. For more refer to our customized contact discovery.
Tailor your Messaging
Now that you know, who exactly are the crucial players within your Dream accounts, it’s time to create a personalized messaging. Personalized content can sway key influencers and decision makers. According to an ITSMA survey, 75% of executives would read unsolicited marketing material that contains ideas relevant to their business. Your chances of winning new business will increase significantly by ensuring your audience see content that is closely aligned with their needs.
So, when constructing your messaging take a step back and think about how your messaging and content can address the target account’s specific business challenges. You can consider sending personalized email messaging or creating customized landing pages with unique offer to each group you’re marketing to.
Plan your touch points
Once you have designed a personalized content for key players within each account, think about how you could approach them. Just like same content doesn’t work well with each prospect, it’s equally important to choose right channels based on what’s most effective for specific roles or industries.
Create an engagement map to track engagement across different channels, as every persona would respond differently to the channels you choose. Also don’t be afraid to experiment with the traditional formats such as magazines, offline events, letter or post. These touch points are highly effective when incorporated with other channels like email, social media, PPC, and blogging.
Deliver | Measure | Iterate
While executing #ABM plan keep sales leaders closely involved. Your sales team must be geared up to handle quick responses from the targeted campaigns. Also every campaign needs to have its results measured properly to optimize it further. By unifying the sales and marketing team you can do a quick review of what went well and what didn’t while also identifying the gaps and areas for scope of improvement. Record all feedback of sales about account traction and measure returns.
Through close analysis of your sales marketing funnel data and the feedback you get from Sales about account traction, you will be able to optimize your ABM plan. Last but not least you should look to iterate constantly. Track and yardstick your ABM success from the very beginning and improve your strategy.
Still have concerns about the ABM data? SMARTe can help you fix this by identifying the niche set of best fit companies and contacts matching you Ideal Customer Profile. With SMARTe identifying your high-value accounts and key internal players will become a daily routine rather than a strenuous task. So don’t wait, request a trial through our website.