Target account selection: understand the accounts in market, and the key buying groups within an organisation. This is the primary aim of an ABM program and prioritising the target accounts that you want to focus on. These accounts need to be high-value, high-potential, and a business outcome orientated. A data-led approach ensures that account selection is run effectively to ensure that each opportunity works as a good fit for your organisation.
Personalised marketing campaigns: ABM campaigns should be personalised to the specific needs and interests of each target account. This means using different channels, messages, and content to target named individuals and key buying groups within the organisation – ensuring a greater chance of success for deal-based and pursuit-based programs.
Account profiling: once you have identified your target accounts, you need to gather as much information about them as possible. This information should include their size, industry, challenges, and decision-makers. Accounts can be researched in depth, to understand their strategic objectives and the opportunity that is present within the organisation.
Measurement and analysis: account measurement and analysis of the results of your in-market campaigns against objectives, to ensure this aligns with business goals and commercial targets. ABM allows sales and marketing to align to the same objectives and empowers both teams to reach a successful joint outcome in targeting strategic accounts.
