ABM 6-step Approach
Successful ABM campaigns rely upon clear identification of the targeted accounts, contacts, size, revenue, location and markets.
Account and customer profiling using data-driven insight is vital for driving campaign success, allowing for bespoke messaging and propositions tailored to your customer’s needs.
Content created should be highly personalised and targeted specifically with the accounts needs and pain-points in mind.
Sales & Marketing’s unity is imperative when embarking upon ABM, plans must be customer orientated and integrated to help differentiate the customer value proposition.
It’s important to determine which channels are most appropriate for the accounts you are targeting, and which platforms will be able to deliver the message in the right format at the right time. The best approach is a multi -touch & multi-channel (omnichannel strategy).
Analyse & Optimise
If you don’t know where you are going, how will you know you have got there? It is pivotal to ensure you have some sort of methodology in place for measuring ROI on your ABM campaigns. Next optimise! Keep the cost per lead down and fuel conversions. Work smarter, not harder.