How can you use technology to improve your ABM strategy?

1 Identify your ideal accounts

One of the first steps in ABM is to define your ideal customer profile (ICP) and identify the accounts that match it. Technology can help you with this process by providing you with data and insights on your existing customers, prospects, and competitors. You can use tools like CRM, analytics, and business intelligence to segment your audience, analyze their behavior, and find the best fit for your solution. You can also use tools like social media, web scraping, and email verification to find and validate the contact information of the decision-makers within your target accounts.

2 Create personalized content

Once you have your target accounts, you need to create content that speaks to their specific needs, goals, and challenges. Technology can help you with this task by enabling you to create, distribute, and optimize your content across different channels and formats. You can use tools like content management systems, landing page builders, and email marketing platforms to design and deliver personalized web pages, emails, and offers to your target accounts. You can also use tools like AI, chatbots, and video to create interactive and engaging content that captures their attention and interest.

3 Align your sales and marketing teams

ABM requires a close collaboration between your sales and marketing teams, as they need to work together to nurture and close your target accounts. Technology can help you with this aspect by facilitating the communication, coordination, and alignment of your teams. You can use tools like project management, collaboration, and workflow platforms to share information, assign tasks, and monitor progress. You can also use tools like sales enablement, CRM, and analytics to provide your teams with the resources, data, and feedback they need to execute your ABM strategy effectively.

4 Track and measure your results

ABM is not a one-time event, but a continuous process that needs to be evaluated and adjusted regularly. Technology can help you with this step by providing you with the tools to track and measure your ABM performance and ROI. You can use tools like analytics, dashboards, and reporting platforms to collect and visualize your data, such as account engagement, pipeline generation, revenue attribution, and customer satisfaction. You can also use tools like A/B testing, surveys, and feedback loops to experiment and optimize your ABM campaigns based on your results.

Technology can be a powerful ally in improving your ABM strategy, as it can help you with every stage of the process. By using technology wisely, you can enhance your efficiency, effectiveness, and scalability of your ABM efforts. How do you use technology to improve your ABM strategy? Share your tips and best practices with us.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?