I see ABM guidance everywhere nowadays, everyone is mentioning it and wants to roll out a program today. It’s important to highlight that Account Based Marketing is not a new trend, it’s been around for a long time. It primarily involves strategically identifying the key accounts and going after their decision makers.
Why and how is ABM different from the marketing activities you run on daily basis (inbound or outbound)? It basically narrows the focus. And for this reason, if done right, ABM increases the chances of success. You deliberately choose to focus on specific quality leads that have been researched and identified as the target audience. Plus, ABM methodology goes beyond the initial engagement, it follows the target across different lifecycle stages, from Lead to Customer, all the way to Evangelist. Easier said than done, but there are at least a few key aspects that can help you find focus and set you on the right path. Check out this ABM checklist which highlights the importance of Targeting, Data and Tools.
ABM Checklist: Key Questions to Ask
|Have you got clearly defined set of high value accounts to target?||▢||▢|
|Have you considered strategic factors such as revenue potential, influence in the market, or likelihood to purchase repeatedly from you?||▢||▢|
|Have you identified how your target accounts are structured, how decisions are made and who the decision makers are?||▢||▢|
|Are you being personal in your targeting as well as in your message?||▢||▢|
|Have you identified how your messaging will address the target account’s specific business challenges (based on the firmographics and circumstances of a particular company)?||▢||▢|
|Have you decided on which specific attributes are you going to use to put together a compelling message for your account?||▢||▢|
|Have you planned and incorporated your website personalisation and targeted online advertising strategy?|
|Have you got a plan for engaging and continuing to nurture the rest of your database while your focus is on ABM?||▢||▢|
|Do you have the necessary contact information?
Are you missing data (job titles, email addresses, phone numbers) on your key accounts?
|Have you got a plan on how you can augment and enrich your data?||▢||▢|
|Have you set a bar for what is old and current data?||▢||▢|
|Have you considered when were your target contacts created and last updated?||▢||▢|
|Is your data flowing between marketing automation and CRM systems (common data for marketing & sales teams)?||▢||▢|
|Have you got a process in place that will ensure the leads handover from marketing to sales?||▢||▢|
|Have you defined what success looks like for your accounts?||▢||▢|
|Which technology are you going to be using to run these campaigns (setup, test, measure, and optimise)?||▢||▢|
|Have you identified the channels that are going to be more relevant for specific industries, personas?||▢||▢|
|Is your ABM tool designed to integrate with CRM and marketing automation platforms?||▢||▢|
|Which tools are you going to use to gather business intelligence about your high-value accounts?||▢||▢|