Worksheets

ASSEMBLING DECISION MAKERS • What the prospect is doing: Search engines, educational activities including primary research, articles, peer review TEAM MEMBERS RESEARCH OPTIONS, COME BACK WITH THEIR SHORT LIST OF POSSIBLE SOLUTIONS • What the prospect is doing: Website visit, content download • ABM Campaign: Ad Targeting • ABM Campaign: Nurture (length varies based on typical length of sales process) TEAM CREATES A COMBINED SHORT LIST, SETS UP MEETINGS • What the prospect is doing: Sales contact request • ABM Campaign: Sales Intro – Warm Up campaign • ABM Campaign: Multichannel nurture (PFL mailer, website personalization TEAM CONDUCTS SALES MEETING, PRESENTS SOLUTION DEMO • What the prospect is doing: Sales call • ABM Campaign: Sales initiated campaign offer CUSTOMER REFERENCES • What the prospect is doing: Going through the validation process • ABM campaign: Sales initiated case study nurture programs SALES DECISION IMPLEMENTATION & CUSTOMER SUPPORT • What the customer is doing: Opt-in on preference center; set up profile • ABM Campaign: Onboarding nurture program ADVOCACY • What the customer is doing: Newsletters, social/communities, public speaking • ABM Campaign: Loyalty programs, surveys, invites • ABM Campaign: Sales initiated Upsell campaigns The Account Decision Making Process is made up of eight stages. Following is a checklist of various activities to be completed in each stage. 1 2 3 4 5 6 7 8 © 2018 DemandGen® International, Inc. All Rights Reserved. ABM, Now What?

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