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You can’t create a successful account-based marketing strategy without your sales team. Their collaboration is key to knowing who to target, why and with what messaging.
Build your foundation
There are many different approaches to ABM. Some teams focus on one-to-one strategies, and some teams prefer to target a lot of accounts with one-to-many campaigns. What is the best strategy for YOUR business?
Define your strategy
You don’t need fancy (and costly) tools to kickstart an ABM strategy. When you’re starting, take advantage of your good old CRM and a free enrichment tool. But if you’re ABM is mature enough, it’s time to bring out the big guns.
Choose your tech stack
CFOs need to see it to believe it. But without sourced attribution, the positive impacts of an ABM strategy can be hard to see. Focus on early indicators, and share pre and post ABM efforts performance with your leadership team.
Tell your success story
The key to building a successful ABM strategy is laying out the right foundation
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There are different ABM strategies (or mix of strategies) you can choose from
Your business goals, target accounts, team size and available tech stack will influence the strategy you choose
One-to-One, when you have high-value accounts and abundant resources
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An expensive and complex tech stack won’t solve all your ABM problems.
A successful account-based marketing strategy requires the combined efforts of many teams, supported by different platforms.
Be sure to access your ABM maturity to define what tools you need to crawl, walk and run.
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Proving the impact of your ABM strategy without sourced attribution can be difficult, but it’s not impossible
There are some alternative ways you can use to highlight your successes, such as:
Account level metrics
Case studies
Surveys and feedback
Pipeline contribution
Sales team’s insights
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We’re a little bit biased, but one of our favorite account-based marketing tactics is direct mail.
Independently of what stage of the funnel your accounts are in, or the ABM strategy you choose, there’s a place for direct mail. Not sure about it? Check out some ideas below…
If you ask 10 different people to describe what ABM is and how to execute it well, you’ll get 10 different answers.
We’re here to make it clear…
Read our ABM guide
To make sure you’re fully aligned with your sales team don’t forget to:
Campaign idea: Re-engage champions by sending a personalized gift based on relevant data from the account (e.g. award won, relevant milestone). Tie your gifting campaign with a personalized landing page experience, that shows your key buyers your creativity and thoughtfulness. Initiatives like this will surprise your champions, showcase your people-first approach and help you close more deals.