How to Create a Winning ABM Strategy for Your Business?

Some safe ways to determine if account-based marketing is the right choice for you is to determine if:

The choice of target accounts varies for each company, as each organization has unique business goals and a personal strategy that determines its criteria. Before you start putting together a solid plan, there are some account-based marketing benchmarks you need to research:

Before you embark on your ABM efforts, your marketing and sales process needs to do some heavy research to help you make an informed decision about the accounts you choose. Decide which industry, company size, location, annual turnover, sales opportunity, profit margin, etc., is the right one to give your business the highest long-term profit. This research must be both qualitative and quantitative.

If you do not know which accounts to target or have exhausted your original list, work with the marketing team to build a predictive model. Predictive analytics takes into account millions of data attributes from both internal and external sources (company tech stack, hiring trends, social media activities, funding level, marketing solution, CRM, blog posts, third-party websites, social media channels, etc.), then applies machine learning to understand who has the greatest tendency to buy.

Then you need to prioritize your accounts and decide which ones to go first. Prioritizing the lists is crucial to demonstrating early success and maximizing your ABM ROI.

Once you have prioritized your target accounts, start mapping personas within each key account. This gives you a closer look at which buying groups are best to target. You need to understand your audience well - what challenges each person faces, what influences their decision, and who makes those decisions.

Have a plan that focuses on the central part of the organization. Consider

Successful and effective marketing must start with understanding your audience. This is especially important when the audience is an entire buying group or a specific set of key people who decide when, what and where to buy.

You need relevant content to communicate the value of your solutions to your ABM audience. To offer tailored branding experience across all channels, consider customizing content to the contacts on your accounts.

Creating scalable content to support your ABM model across the entire buying cycle may sound a little overwhelming at first, but not impossible. Before you start creating original content from scratch, look at what you already have in your library. You may have a comprehensive list of content with details about its date, audience, and so on that can be used or help you find potential gaps.

This way you know what content to update, reuse or discard from your archive. Start by building an effective content strategy for your target accounts once you have a clear idea of ​​what content you have, the gaps in the content index, and who you are creating the content for. You can use a content / message matrix to map out what content you want to use to reach your goal across the buying journey.

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