The Ultimate Checklist: How to Build Your First Account-Based Marketing Strategy
Women Who Market
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Welcome to the world of Account-Based Marketing (ABM)! A targeted marketing approach that focuses on high-value accounts with the potential to yield the highest return on investment. This approach is particularly practical because it matches your business offerings to the specific needs of the target accounts.?
It's a powerful way to connect with prospects, build strong relationships, and drive revenue growth. However, starting with ABM can be overwhelming, especially if it's your first time. But don't worry, we've got your back!
Our comprehensive checklist will take you through three critical steps to launching a successful ABM campaign: strategic alignment, reviewing possibilities, and defining your target accounts. We've broken down each step into actionable items, making it easy for you to stay organized and on track. By the end of this checklist, you'll have a clear ABM campaign plan and be ready to start engaging with your target accounts.
We know that ABM requires a well-thought-out plan and dedicated effort, but the results are worth it! This checklist will help you start on the right foot and set you up for success in your ABM efforts. So, let's dive in and build your first ABM campaign together!
Step 1: Strategic Alignment?
? Team Alignment
?Decision-Makers are 100% committed to embracing the ABM approach
?Sales Team/Product Goals
?Marketing Team/Resouces?
?Sales and Marketing Teams are Aligned Internally
? Creation of Playbooks
?Sales & Marketing Playbook (WIP)
?Marketing Campaign Playbook (WIP)
Step 2: Research Possibilities?
? Account/Company Profile. For example:
?Industry
?SIC/NAICS
?Technology Stack
?Revenue
?Departmental Budgets
?# of Employees
?Geographic Location
?# of Locations
?Years in Business
?Other Key Qualifiers/Disqualifiers?
? Persona 1
?Seniority Level
?Job Function
?Title Keywords
?Technology Responsibilities
?Location (HQ or Branch)
?Type of Connection with C-Level
?Years with the Company
? Persona 2
?Seniority Level
?Job Function
?Title Keywords
?Technology Responsibilities
?Location (HQ or Branch)
?Type of Connection with C-Level
?Years with the Company
? Persona 3
?Seniority Level
?Job Function
?Title Keywords
?Technology Responsibilities
?Location (HQ or Branch)
?Type of Connection with C-Level
?Years with the Company
? Content by Industry AND/OR Job Function for Persona 1
?List of assets:
? Content by Industry AND/OR Job Function for Persona 2
?List of assets:
? Content by Industry AND/OR Job Function for Persona 3
?List of assets:
Step 3: Make Decisions
? Identify Target Accounts
? Data mining - Note: Acquiring the correct contact information for accounts requires a significant amount of time, effort, and resources. While there are several tools that can expedite the process, they are not always 100% accurate. Therefore, it's crucial to have real human resources available to ensure accuracy.?
? Complete Strategic Alignment?
? Complete playbooks
? Engage with Accounts (different personas in one account) through Multiple Channels.
? Digital Marketing
?Social Media
?LinkedIn?
?Digital Media Plans
?Retargeting
?Online Events/Webinars
?Email Marketing
?Content - Sequences?
?Videos
? Website
?Blog Posts
?Downloadable Pieces
?Web Personalization
? Off-Line Tactics
?Events by Associations
?Tradeshows
?Company Hosted Events
?Direct Mail
?Phone Call
?Texts
?One-to-One Emails
? Pick Key Performing Indications (KPIs) at the Account Level
?Number of people that were reached out to
?Number of outreach tasks
?Response rate
?Number of booked demos/month
?Attendance rate to booked demos/month
?Number of new proposals/month
?Close rate of proposal
?Number of closed deal/month
?Number of the average contract value
?Number of monthly/annual revenue
Hola! My name is @AlinaWestberg. Thank you for taking an interest in ABM. I have been specializing in ABM for B2B tech firms since 2017. If you'd like to learn more about the outcomes I've delivered for the companies I've worked with or how I can assist you, please reach out. I'm excited about the opportunity to connect with you!