ABM Best Practices: A Comprehensive Guide

Introduction

If you’re reading this guide on ABM best practices, you’re likely already equipped with a CRM and a marketing platform for emails and outreach. But mastering the revenue-driving potential of Account-Based Marketing (ABM) goes beyond these basics. In this guide, we’ll break down the key components for an effective ABM strategy, including target audience tiers, performance metrics, and channel selection, as well as tech stack essentials.

The Four Tiers of Your Target Audience

Strategic Accounts: The Top 10s

Strategy: Personalized, one-to-one engagement through bespoke marketing materials, executive sponsorships, and dedicated landing pages tailored to the account, accessible via their IP address for an extra layer of personalization.

Target Accounts: The Upper 100s

Strategy: High-value content tailored to specific industries, custom webinars, targeted social campaigns, and industry-specific landing pages identified by IP address.

Named Accounts: The Mid-Tier 1,000s

Strategy: Automation tools to scale efforts, segmented email campaigns, programmatic advertising, and intent data to identify their buying stage.

All Other Accounts: The Long Tail

Strategy: Generalized content marketing, SEO, and automated drip campaigns to nurture these accounts until they can be moved to a higher tier.

Measuring Campaign Performance: The ABM Scorecard

Among the top ABM best practices is the measurement of performance. Consider creating an ABM Scorecard to measure your efforts. Below is a sample table:

TierTotal AccountsEngaged AccountsEngagement %OppsAccounts w/ OppsWon AccountsWin RatePipeline CreatedRevenue WonRevenue per AccountPipeline Velocity
Strategic
Target
Named
All Other
Use the data from your scorecard to refine your approach continuously, in line with ABM best practices.

Tech Stack Essentials

Early-Stage Companies:

Predictive Scoring and Data Provider tools can help you pinpoint target accounts and attract look-alikes.

Mid-Stage Companies:

Consider ABM platforms like Demandbase, Terminus, or Engagio to scale your efforts effectively. Also incorporate specialized tools like Outreach/SalesLoft for sales engagement, and LeanData for Account Matching.

Mature Companies:

Utilize advanced analytics tools like Tableau and AI-driven platforms like InsideView for data-driven insights.

Channels to Utilize: The Touchpoint Map

  1. Awareness: Google Ads, Social Media, PPC
  2. Consideration: Webinars, Whitepapers, Email Marketing
  3. Decision: Targeted PPC and Retargeting Ads, Sales
  4. Retention: Customer Success Outreach and Onboarding, Text, Meetings
  5. Advocacy: Community, Case Studies
ABM Customer Journey Touchpoint Map

Conclusion

From accurate segmentation and dedicated landing pages to multi-touchpoint channel strategies and measurable KPIs, mastering ABM best practices is a multi-faceted endeavor that can yield tremendous results. Ready to take your ABM strategy to the next level? Let’s discuss how to build your ideal ABM playbook.

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