ABM focuses on your company’s most profitable prospects, but who’s on the list is only the start. It’s also critical that your company creates meaningful outreach with offers relevant to each prospect’s specific pain points. And that means developing a hyper-targeted content plan for the entire sales cycle. Here are some things…
Creating and Putting to Work an ABM Target Account List
Account Based Marketing (ABM), perhaps more than any other approach to marketing, is singularly and intensively focused on the perfect buyer, the “target” account. It stands to reason, then, that the highest priority of an ABM campaign is identifying and refining the best possible target-account list. This is where sales…
Setting ABM Objectives
With any sort of demand generation, setting objectives before you start is critical to success. If you don’t know what you want to accomplish, you’re going to fail. But for ABM, the hyper-focus on select accounts means you can’t use “old” lead metrics like quantity of new leads or downloads. Instead, you…
Seven Building Blocks to Launching a Successful ABM Program
If your company hasn’t already established ABM, the thought of starting a program from scratch can be daunting. But how do you get started? If you’re a B2B marketer who is looking to set up ABM program within your organization here are some building blocks for success: #1 Get Everyone…
Another blog series on ABM?
If your company markets to a very specific audience or has a long sales cycle, Account Based Marketing (ABM) can help focus marketing and sales resources towards the accounts most likely to bring in the highest revenue. But a lot of companies don’t really understand how ABM works and may…