Planning Your Account-Based Marketing Efforts

Planning Your Account-Based Marketing Efforts

Planning Your Account-Based Marketing Efforts


Planning Your Account-Based Marketing Efforts

Account-based marketing is complex. That’s one of the reasons it’s so effective. But if you don’t take the time to plan your campaigns… well, things can fall apart fast.

You need ample time up front to research and identify your best-fit accounts, so you can design campaigns that speak accurately to the pain points and needs of key decision-makers at those specific organizations.

In Planning Your Account-Based Marketing Efforts, Samantha Stone with the Marketing Advisory Network takes a practical approach to ABM. She shows you what you need to consider when you select accounts to target with your campaigns. You’ll see how to build account profiles and how to map contacts to target accounts. (This is a constant headache if you don’t do it right.) You’ll also discover the value of breaking your list of accounts into tiers so you’re dedicating the right kind of resources to your best prospects.

Finally, you’ll bring it altogether in a pilot program that ensures your initial efforts are working… and worth scaling.

1 Select your target accounts and segment your list of accounts into three tiers
2 Develop a process to ensure leads coming into your CRM system are funneling to the correct target accounts
3 Identify a process for tagging, lead routing, and auditing data for your target accounts
4 Implement an ABM pilot program for a select group of accounts, and use the results to determine the best plan for adopting an account-based marketing approach