Three Key Considerations for Running a Great ABM Program
Account Based Marketing (ABM) is a methodology that’s here to stay. When done correctly it delivers prolific results and is being eagerly adopted by companies across the globe.
The underlying objective of ABM remains the same as inbound marketing: to deliver a sales ready _____. Where inbound marketing focuses on an individual lead or title, an account-based approach looks holistically at the makeup of all parts of an account.
Scale is the biggest hurdle facing marketers. It’s not impossible to operate a larger scale ABM program—but it is extremely challenging when the most common mistake is choosing accounts.A meticulous approach is critical when defining what a successful, sticky customer looks like. It will be the boilerplate profile for future target accounts.
Having carefully curated a list of target accounts, your team should understand their composition, making it easier to deliver them a great experience. Apply what you know about your target accounts to every point of exposure between the two organizations. Tailor, if not personalize, every customer facing experience.
Convince and Convert contributor Ray Kemper suggest each of these “experience” touch points should work in tandem with the other touch points:
“Given the number of channels and touchpoints in play with ABM, your sales reps must understand how to nurture and convert your prospects. Just like bread alone does not make a sandwich, teams that are comfortable only with one channel or tactic won’t be effective, given that they must know how to drive synergy across all the ingredients of the channels.”
Kemper discusses ABM in greater detail in the original article below.
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