Strategic Business Objectives
- Growing business with existing accounts
- Selling into new accounts
- Supporting specific open opportunities
- Entering new markets/selling to new types of buyers
Top Business Benefits
- Account engagement
- Brand perception
- Pipeline and revenue growth
- Customer satisfaction
Three Types of ABM
Most companies are using just one type of ABM, but the most effective programs use two or three.
Top Tactics
The most effective tactics for ABM vary across the three types of ABM, but in all cases reflect a multichannel, online and offline, highly personalized approach.
One-to-One
Tactics: 57% online, 43% offline | One-to-Few
Tactics: 68% online, 32% offline | One-to-Many
Tactics: 81% online, 19% offline |
Account-specific custom content & thought leadership pieces | In-person events (happy hour, speakers, company alumni, etc) | Email marketing |
Executive-to-exec relationship programs | Email marketing | Retargeting/targeted digital ads |
In-person events (happy hour, speakers, company alumni, etc) | Account-specific custom content & thought leadership pieces | Paid social media (LinkedIn, etc) |
Direct mail offers | Paid social media (LinkedIn, etc) | Webinars & virtual events |
Paid social media (LinkedIn, etc) | Executive-to-exec relationship programs | Paid search |
Email marketing | Retargeting/targeted digital ads | In-person events |
Channels and Offers
Most buyers engage with 3-5 pieces of content before talking with a salesperson. The best ABM content marketing approach uses existing content first and adds personalization to it.
Most Effective In-Person Events
Small, intimate thought leadership/executive networking meetings are the most successful and rightfully so.
Types of Tech to Support ABM
Many companies use email, web, CRM, and social media with great results. The most effective programs take a gradual and deliberate approach to testing and integrating new tools over a multi-year time frame.
Tech Stack Options
There are lots of tools out there but they can be broken down into different categories.
Event Campaign Example
Events are an ideal channel for ABM. They provide an intimate, one-on-one space to engage with buyers. This is how to use chat, conversational marketing, and a virtual event to engage with target accounts.
Toughest Challenges
- Personalizing and tailoring marketing to the key contacts at each account
- Tracking and measuring ABM results
- Getting adequate budget to support programs and resources
- Developing campaign assets that are mass customizable to allow scale
- Educating sales on the process and value of ABM
Top 5 Metrics to Measure Success
- Pipeline growth
- Revenue growth
- Total revenue tied directly to ABM initiatives
- Engagement (e.g., events, response rates, meetings, opt-ins, downloads)
- Win rate/number of deals closed
5 Keys to Success
- Practice Patience - ABM can generate substantial results quickly but takes time to develop fully; the most mature programs drive far greater business impact
- Strengthen Sales Alignment - ABM programs do a good job working with sales, but there’s substantial room for greater collaboration across the range of approaches and programs
- Invest in Insight - The best ABM is customer-centric and based on deep insight; we’re still early in tapping tools and data for sustained and high impact success
- Master Multichannel - The most effective ABM programs use a balance of online and offline approaches, fully integrated across sales and marketing
- Build a Blended Strategy - Most companies are still relying on just one type of ABM but the most effective programs use two or three: One-to-One, One-to-Few, and One-to-Many
LinkedIn Sales Navigator
Great walk-thru on how to build a prospecting list.
Sources:
https://www.drift.com/books-reports/account-based-marketing-strategy/