ABM is all about targeting, engagement, and measurement . So build these into the foundation of your program and you’ll set your marketing team up for success! Let’s take a closer look at each pillar of this strategy:
Targeting and managing the right accounts
ABM allows you to use technology to target and manage accounts that are worth your time and will result in the highest ROI. This gives you the ability to centralize targeting and account management , rather betting email list than managing and synchronizing accounts and lists across multiple applications. The type of accounts you target depends on your organization, but the following parameters are a good starting point: high yield, product fit, quick wins, strategic importance, competitors, and territory .
Engagement across all channels
Create and execute coordinated, personalized campaigns across each of your marketing channels from a single platform, rather than managing each one individually. This requires an account-based marketing solution that brings each channel together and provides a foundation for you to deliver comprehensive, cross-channel campaigns to your target audience.
Measuring and optimizing programs
Your ABM strategy needs to be measurable so that you can demonstrate success and improve over time. To do this, you’ll need to find a solution that helps you build account dashboards to look at specific leads, programs, and goals.