The 3-Step Guide to Establishing Your ABM Strategy

The 3-Step Guide to Establishing Your ABM Strategy

Over the last couple of years, account-based marketing (ABM) has become the preferred outreach and client acquisition strategy for B2B businesses worldwide. By leveraging the power of ABM, businesses are able to increase the average size of contracts, improve client engagement, and boost win rates.

If your business is searching for a way to improve its marketing success, generate more revenue, and fuel long-term growth, account-based marketing may offer the ideal solution. With that being said, the thought of implementing any new marketing strategy can seem daunting.

In order to alleviate this common pain point and help your business leverage the power of this methodology, we have outlined a no-nonsense, 3-step process for establishing an ABM strategy. It has become abundantly clear that ABM is here to stay, so why not capitalize on this effective marketing tactic and use it to grow your business?

1. Implement a Selection Process

The entire account-based marketing concept is centered around targeting a specific group of high-value accounts with personalized content. While it may be tempting to crack open your laptop and start wildly listing all of your dream clients, you have a little bit of work to do first. 

Before you craft your list, you must define a formalized account selection process. This process involves creating several ideal client personas that identify key traits and pain points that prospective accounts are encountering. These personas will help you select clients that have a high likelihood of converting. 

2. Synergize Sales and Marketing

The next order of business involves synergizing your sales and marketing teams. For ABM to produce optimal results, sales and marketing personnel must be on the same page. The two groups should coordinate with one another in order to carefully nurture prospective clients and draw them closer towards a conversion. 

The synergy between sales and marketing teams is particularly important when attempting to upsell existing clients. It is vital that you do not inadvertently damage your relationship with active partners in an effort to increase their average contract value.

3. Invest in the Right Tech and Tools

Finally, you will need to equip your sales and marketing teams with leading-edge customer relationship management (CRM) technologies so that they can effectively communicate with clients. 

Top programs should include automation tools, reporting software, and other features that will reduce the burden on your sales staff. When selecting a solution, make sure to conduct thorough research and consult with experienced IT professionals so that you can choose the best option for the unique needs of your business.

If your organization is already using a robust CRM/ABM solution, you can add other software or tools as necessary.

Expedite Your Efforts with the Right Digital Strategy Partner

While the three steps outlined above can certainly help you establish your ABM strategy, doing so will still require a heavy investment of time and resources. In addition, learning how to make the most out of account-based marketing will involve some level of trial and error.

You are probably wondering if there is a better way to incorporate ABM into your marketing and sales strategy. Fortunately, there is.

If you want to get your ABM campaign up and running as expediently as possible, then you should consider partnering with an experienced account-based marketing agency like Insights ABM.

Our collective of designers, strategists, content creators, and branding professionals have the experience and expertise necessary to help you craft an ABM strategy that will produce measurable results. To learn more about the benefits of working with Dallas’ premier account-based marketing agency, contact Insights ABM today.  

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.