Account-Based Marketing Capabilities that Accelerate Your Sales Pipeline

Account-Based Marketing Capabilities that Accelerate Your Sales Pipeline

 

Account-based marketing – we’ve talked about this before and we’ll continue to talk about it in the future. We know that ABM is important for the success of many companies. But do you know why ABM is so important? Let’s take a look at the different capabilities ABM has and what that means for you.

 

Account Selection
With ABM you are able to identify specific accounts that you plan to target. Find companies that meet your criteria,are showing strong buying signals, and are demonstrating an interest in your product.

 

Insights
Gaining insights for ABM is part of your planning and preparation process. This is where you start your strategy. Narrowing down account profiles (decision makers, buying process, trends, value props), creating an account marketing plan (strategy, objectives, media, budget), and data preparation. 

 

Content
Content strategy and production drive the media and messages to be delivered in order to achieve each account’s marketing plan. Ensure your messages are personalized and relevant for each specific industry and account. You don’t want to be sending irrelevant messages.

 

Orchestration
This is defining and configuring the relationship between the account marketing plan, content, and channel delivery. 

 

Distribution
Distribution is delivering impressions based on the orchestration parameters (email, website, display, social, search).

 

Measurement
You’ll be receiving analytics based on account level activity. It is designed to identify and optimize the results of your investments as well as optimize the relationship between the account marketing plan, content, and orchestration.

 

These are only 6 capabilities ABM offers – there are more! It is easy to see why ABM is a smart solution for your company.  If you are ready to get started on your ABM game plan, give us a call! We’ll be happy to help you out!