How can you use ABM to engage key decision-makers?

ABM is a key approach when you have a low volume of high-value sales transactions, e.g., in cyber security, in selling to governments, etc. In these situations, you can't win through "carpet bombing" approaches, generating dozens of content pieces every week and attract people to your website. Here you need a targeted, strategic approach of defining ICPs, buyer personas and work yourself to specific players in the buying organization and add value -> ABM

Adopting an ABM strategy is a highly effective way to grow business, but to take it on requires careful planning and thinking - you can't just go at it like a bull in a china shop. I love the advice in this article about the steps to take but what is missing here is the hardcore how? Yes, we need to identify the right accounts, yes we should approach the right decision makers with the right content - but how do you actually get the information in front of people? One of the simplest ways to accelerate the progress there is to use your network! IMHO most people who respect what you do are happy to recommend you. Of course, we need to do the thinking and the preparation - but when it comes to the approach, use your network!

ABM is a focused and targeted approach to B2B marketing where sales and marketing align and work together to identify, target and engage best fit accounts and turn them into customers. The concept of targeting and nurturing high value accounts has been around for some time. What’s new is the ABM approach, methodology and technology that makes this strategy manageable and simple to implement. Times have changed, and more people are involved in the decision- making process. How do you engage with influencers in a format and style suited to them? We can no longer stick to one channel of communication – to attract today’s consumer, we must use a mixture. This is where ABM comes into play.

A first step for us, as a marketing agency, is always to ask you about your existing customers. What is the DNA of your ideal target market? Think about your existing customers, what does good business look like for you - think about the size and shape of the organisations that generate great profit for your business. Then, where are they based, what size are those businesses, what personas within them spend money with you, and how did you win them? This should be the basis of your ABM strategy - how do we attract more businesses like the great ones we already have - and how can we use the case studies we've got to help attract them!

First off look at your existing customer base, who is your highest value account? What characteristics do they? Build out your ICP, consider your techno and firmographics. Once you have this you can look to see who fits this criteria and start to build your list out. I would advise if you can and if you have budget to add a layer of intent to see from your list if any are in market for your specific product or solution. One point to add, ABM isn't just about net new. You can also use it when it comes to account expansion, pipe line acceleration and even lapsed deals. If you are looking for quick wins I would suggest looking at account expansion as the relationship is warmer.

In order to service the digital savvy customer, we as marketers must lead the way to break down the barriers and established beliefs when it comes to sales and marketing teams. Both teams need to work as one, and truly align. Why? Because consumers take in a lot of content in various formats before sales get involved, which is where marketing steps in. Consumers want to have content that is informative, offers value and in a range of formats they prefer, and they want to see it on their chosen channel. Sales and marketing teams need to align, so together they can go to market with the same end goal. Conversion rates improve when sales and marketing align and share ownership of leads when it comes to nurturing.