Before you begin planning your first ABM campaign, you’ll need to assemble a core ABM team. Whether you’re ready to crawl, walk or run, we’re here to help arm your team with the right players.
First, you crawl.
Your company is probably already dabbling in account-based marketing and you don’t even know it. But how do you level up to make sure that it’s firing on all cylinders (while making yourself look like the marketing hero that we all know you are)?
The administrator of your marketing tech stack will be responsible for tracking the data flow and aligning contact and accounts with ABM tactics.
Your sales development team will be responsible for working with marketing to execute inbound and outbound ABM efforts.
Sales development representative
This key player leads and builds marketing plans consisting of multi-touch, multi-dimensional programs—including both inbound and outbound tactics—and works to meet pipeline requirements of account segments.
ABM coordinator and/or digital marketing manager
A platform like Terminus is easier to managevs. piecing together multiple single-pointsolutions.
This storyteller will work with all revenue teams to create relevant and helpful content that provides value based on each stage of your full funnel ABM strategy. Resources might include (but are not limited to): case studies, reports, ebooks, videos, blog posts, or infographics.
Your creative or design team will work with the content manager to develop on-brand resources that drives engagement and interest from your target accounts. This collaboration is especially important for your targeted advertising strategy.
This team member that will run events and help execute content for key customers. This person will manage relationships with advocates, partners and VIP onsite and virtually throughout the campaign.
Field events manager
Account Executives will get to know your target accounts inside and out, forming and strengthening relationships with all key stakeholders as they move the deal through each stage.
This role is a subject matter expert that works to create demand for products through effective messaging and marketing programs.
Product marketing manager
Your C-level leadership team should all have a stake in your ABM strategy. This includes budgeting and aligning on KPIs that measure success.
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Then, you walk.
You already know that well-executed ABM programs equal more revenue and happy customers and now you’re ready to do even more. You can do big things with a small group of people and now may be the time to add some members to your team.
Finally, let’s run.
Once you’re running a finely tuned machine, it’s time to fire up some complex multi-channel plays for highly established ABM teams with strategic goals. You may be ready to finalize your dream team by adding a few new people to the roster.
AEs get to know your target accounts inside and out, forming and strengthening relationships with all key stakeholders as they move the deal through each stage.
These are the people that know your current customers best. They will work with marketing to identify at-risk accounts and expansion opportunities.
Customer Success Managers
This data guru will keep the contact and account data in your CRM accurate and up-to-date.
Sales Database Administrator
If you’re In need of some account-based marketing inspiration, you’re in the right place. We brainstormed, tested, and ran 10 different multi-channel ABM campaigns so you didn’t have to. From beginner level to enterprise level
strategic plays, we’re sharing a step-by-step formula for each proven play to make
you successful no matter where you are on your ABM journey. Snag your copy here.