Step 1
Build your foundation
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.
Step 2
Define your strategy
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?
Step 3
Choose your tech stack
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.
Step 4
Tell your success story
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.
The key to building a successful ABM strategy is laying out the right foundation
To make sure you’re fully aligned with your sales team don’t forget to:
Set the right expectations, shared targets and clear processes
Communicate openly and strategically Set your team up for success
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
An expensive and complex tech stack won’t solve all your ABM problems.
One-to-One, when you have high-value accounts and abundant resources
One-to-Few, if personalization is important but resources are scarce
One-to-Many, when your team needs to target hundred of accounts at scale
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.
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
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…
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Goal: Revive stalled deals
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Goal: Multithread within key accounts
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Goal: Nurture cold accounts
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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.
Gift type: Personalized bundle
Campaign idea: When working warmer and bigger accounts, multithreading is key. Create eye-catching direct mail campaigns (e.g. branded swag) for relevant account stakeholders and enable your team to engage with the extended buyer group and open more opportunities, faster.
Gift type: Marketplace gift
Campaign idea: Pique prospects’ interest by adding a eGift to an auto-triggered cadence, along with a relevant piece of content. For guaranteed success, allow your prospects to easily book a meeting with your sales team, directly from the gift claim page.
Gift type: eGift
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
🔎 Click to check out some ideas
Build your foundation
Define your strategy
Choose your tech stack
Tell your success story
Global support and a dedicated professional services team
Our global team of project managers can help ideate, source, and send personalized bundles across the globe, enabling you to create a seamless experience for your key accounts, and win more deals.
But how can Reachdesk help?
Robust integrations with marketing and sales tech stack
From Hubspot, to Salesforce, Chilli Piper to Salesloft, we integrate with your main sales and marketing tools, enabling you to send +4000 automated gifts with the click of a button.
Efficient and easy tool
Make your team’s life easier and foster direct mail adoption with dynamic links, AI recommendations and direct automations that help your team save time while sending gifts at scale.
Data-driven
Reachdesk is a data-driven platform built for revenue-driven teams, focused on delivering high ROI and over-achieving business goals.
Want to take your ABM strategy to the next level and create your success story?
Read our ABM guide