10 Tips for Account-Based Marketing
Written By Tyler Riddell
SaaS Marketing teams generally create lists or have inbound programs (Website, Social, Ads, etc.) of prospects and launch campaigns to engage and nurture them through a linear lead nurturing cycle. In recent years, salespeople think of lead generation then turn it into account-centric process of engaging with prospects at businesses.
Account Based Marketing (ABM) brings both Marketing and Sales together to use the account-centric sales approach. In addition, ABM focuses more on outbound tactics, but you MUST leverage inbound strategies (e.g., running PPC Remarketing ads to accounts/prospects that visit your website or loading target accounts in LinkedIn, etc.) to drive results. But, those tricks are for another article.
In this article, I highlight 10 Tips for getting your ABM strategy off the ground to grow your business. Remember, collaboration and transparency are major keys to success.
1. Lead Gen vs ABM – What’s The Difference?
2. What is Account-Based Marketing
3. Stages of Account-Based Marketing
4. Create an ABM Implementation Plan
5. ABM Implementation Tips
Ensure you have C-Level Sponsorship and Organizational support.
Partner with Head of Sales – You are both in this together!!
Develop an internal Pilot Program before full rollout – Identify Target Accounts, Personas, The Right Content, Integrate with your Multi-Channel Strategy; Measure and Optimize.
6. Evaluate Accounts, Territories and Roles – Sales
7. Greater sales and marketing focus on activity and target account engagement.
8. You Need Deeper Insights (aka Profiles) of Target Accounts
9. Account-Based Marketing – Coordinated Account Engagement
Coordinate “Story” Accross Channels
Sales Coordination/Assignment & Cadence
Leverage Social Media, Search, PPC Remarketing
Use eMail Marketing Drips and Automate Sales Engagement
Leverage Tools to track and measure content engagement (individually and aggregated at the Account level)
10. Use this ABM Marketing Framework
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