Crafting ABM Account Journeys That Convert

To get results, ABM demands continuously nurturing target accounts. The key is carefully orchestrating multi-channel, multi-touch pathways tailored to each account's needs.

Start by mapping desired account actions to required touches using a framework like the customer journey canvas*.

?? Use journey analytics tools to identify the optimal mix of channels and messages for moving accounts through each stage. Early nurture may require lighter content to raise awareness. Mid-funnel outreach can get more promotional to drive consideration. Account-based advertising can help maintain visibility while your salespeople work deals.

Build journeys using layers of relevant content and context.

???? Account insights allow personalisation with customised content. Repurpose top-performing assets like ebooks, case studies, and demos for each account. Sequence touches to tell a compelling story that builds affinity.

Keep iterating journeys based on account engagement signals and outcomes.

?? Optimise pathways to accelerate progression for sales-ready accounts. Develop new funnel entry points to capture more accounts. Work cross-team to adjust journeys collaboratively.

Finally, don't forget retention and expansion motions.

?? Identify upsell opportunities or gaps in product usage in existing accounts. Craft journeys to maximize account lifetime value long after deals close.

Carefully orchestrating account journeys is essential for ABM success.

The most effective marketers compose holistic experiences combining art and science. Start curating the next level account journey today to transform your ABM impact.

*A customer journey canvas is a visual representation that documents a user's journey through your product or service. It helps you gain insight into, track, and discuss how a customer experiences a problem you are trying to solve

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