How to Develop Account-based
Marketing Super Powers?
Here are some considerations for launching a successful ABM strategy in your organizations:
TAKE INVENTORY OF YOUR CONTENT
• Determine what can be repurposed to support account-specific activities?
• Are there case studies of similar companies who achieved success?
• Do you have industry-specific content that would be relevant to your key
accounts?
• Do you have materials you can use to market to different functional roles
within the account's selection team?
ARCHITECT YOUR INTERACTION MANAGEMENT
• What channels are you considering?
• Will you be leveraging ad or website retargeting?
• Will you include dynamic content in emails and landing pages?
INVOLVE YOURSELF IN ACCOUNT PLANNING
• Become a sales executive.
• Be an enabler of their account plans by coordinating marketing plans with
their goals.
• Deliver insights via customer analytics, digital heatmapping reports and
customer data platforms.
EXPEDITE THE SALES SUPPORT PROCESS
• How will you score and nurture ABM leads?
• Will you personalize communications for the account reps?
PERFORM AN ABM DATA AUDIT
• What information is available to you for marketing?
• How often is that data updated?
• Is there supplemental data in your CRM that will be useful?
MAKE A (REALISTIC) PLAN
• Once you know what you have to work with, start to think about how you can
structure programs around what you have and what you need.
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