How to develop an effective ABM strategy- 8 steps to success
Digital Marketing Specialist at SalesboxAI
Does your Account-Based Marketing (ABM) strategy involve designing and executing highly targeted, personalized marketing initiatives to drive business growth and impact with specific accounts?
If not, you should rethink the current ABM strategy. In order to run successful ABM, markers should follow a defined structure that is proven.
Here are the to-do essentials in developing and implementing an effective ABM strategy.
1. Choose the Target accounts
Make the initial list of target accounts you are considering, be sure that your accounts are classified. The classification should be on the basis of revenue potential as well as other strategic factors like the chance to purchase repeatedly from you, or potential for higher than average profit margins.
2. Identify key contacts
Once the target accounts are selected, the next step is to identify the key contacts within the selected accounts. Find out the structure of target accounts, major decision-makers and people who can influence them.
3. Define your content strategy
Now you have identified the target accounts and key contacts within accounts. Use this data to determine the voice of the contents and type of contents needed in the account lifecycle.
4. Create content
Once the contents are defined start creating content, the most important word to remember while creating the content is “consistency.” You need to make sure that the content is consistent and avoid conflicting messages.
5. Choose the right channels
Interact with customers in the optimum channels where they are available. Choose the channels based on the personas and figure out the best set of channels for each persona.
6. Execute the campaign
Spend some time to make sure you send the right content to the right people within an organization. And once again be sure that the messaging is consistent.
7. Measure your results
Like all other strategies, measuring is a significant factor in ABM campaigns as well. Make sure that you have adequate tracing and measuring systems in place to track results based on the campaign goals.
8. Continue nurturing
ABM is a long-term commitment and you need to continue customer nurturing. Nurturing doesn’t need to be nearly as intensive as campaigns but should be targeted and carefully considered. This phase must be about relationship building and continued brand awareness.