Account-based Marketing (ABM) is a marketing tactic that combines the skills of both marketing and sales professionals to target specific accounts that require personalized marketing strategies.
To help these accounts hit their goals, ABM marketers use tailored strategies to locate their target prospects, engage with them, and close high-ticket deals.
However, creating and implementing an ABM strategy that brings results is challenging. In this article, I’ll tell you if you are doing ABM right and, if not, how you should do it!
So, let’s get started!
Here’s how most B2B organizations are doing enterprise ABM these days:
Most of the marketers I know at least are doing this in general. Even I did this when I used to run pilot ABM campaigns.
But I got some good playbooks from Fullfunnel.io to scale B2B ABM effectively!
Here’s how you should do ABM instead:
All accounts were not created equal and require different marketing & prospecting approaches.
You don’t need to purchase expensive software right from the bat. All you need is the following:
1 marketer - 1 SDR - 1 Region - 1 Vertical - 50 Accounts Max
Check intent data sources and CRM to identify accounts that are already aware of your company.
Check:
It’s crucial to define who will be in charge of what, define a list of tasks, and block them in the calendar, so your campaign won’t fail because of a lack of commitment.
Everybody should be aligned with metrics and know how to evaluate the campaign's efficiency. Include engagement metrics, account activation progress, and pipeline metrics.
ABM is not a one-time campaign. Track intent data regularly and add new accounts to your program.
Don’t let your ABM initiatives die beforehand, do it properly from the beginning!
Still, struggling to develop a personalized ABM campaign? Book a call with us, and let us handle the rest!
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