Spring Cleaning Your ABM Programs

Posted By Sruthi Kumar at 05-31-2018 ABM Account Based Marketing

It’s deep into Spring Time, and it’s time to check into your ABM Program, and maybe give it that Spring Cleaning Refresh it needs.

Let’s take a look at the 5 pillars that make up ABM and make sure you are on track:

Account Selection

  • Time to check into your Customer Lifetime Value (CLV) when selecting your target accounts.
  • Check in with sales for this conversation and you can start small by selecting your top 50-100 accounts based on your ideal customer profile
  • Establish a regular cadence with your sales team to review your target list.
    • Yes, you’ve established goals on how you will win your target accounts, but you also need to keep on mind there will be instances where non-target accounts are relevant.
    • Look out for signals to identify when those non-target accounts are identifying themselves as handraisers.

Data Discovery/ Enrichment

  • Set up check in points within your tools or Ops team.
  • Software tools are there to help, but at the end of the day, you need to make sure they are in line with your strategy.
  • You’ve got your target account list, now let’s make sure you are also identifying “look alike” accounts
  • Make sure to have data for Account Status, Type, ABM, Priority, Number Opportunities, and Latest Opportunity Stage.

Planning, Messaging, and Content

  • You need to deliver content that really tells a story and relevant to where your prospect/customer is currently in the buying cycle.
  • Deliver messages that are timely and relevant to each account.
  • Establish a process for curating and delivering relevant content for each content.
  • Map out your target audience, metrics you want to hit (i.e. number of downloads, clicks, website visits, etc).
  • This is a a good way to communicate campaign details (Marketing email schedule, marketing email text, Landing page text, and other relevant assets) to the Sales team.
  • Keeps you on schedule for email, social media updates, and more.
  • Also keeps messaging and design aligned.

Engagement & Execution

  • Reevaluate how you are engaging with your accounts and check to see how sales are engaging with these same accounts.
  • Define what a journey is from start to finish.
  • Collaborate with Sales & Customer Success to ensure you are on track with the bow-tie funnel methodology, especially when selling to the enterprise, as you need your AEs and CSMs involved.

Account Analytics

  • One size doesn’t fit all. Yes, start with the basics, but always make sure you customize.
  • Feedback is key, from your CSM team and Sales team. By working together and knowing what matters helps everyone involved.
  • Alerts are your friends! This can get overwhelming however, select basic triggers for your signals

Spring is almost over, so it’s time to make sure you have gone through the above steps for an effective ABM Revamp. If you want to take the next step, listen to our Webinar on Revamping your ABM Program with Folloze here.

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