#B2B marketers, do you have a method in place for selecting ABM (Account-Based Marketing) accounts?
In truth, this line captures it perfectly, “ABM isn’t a “one-and-done” B2B marketing and sales strategy.”
There is no one size fits all strategy for implementing ABM. And even when implemented, ABM takes consistent experimentation and flexibility to ensure your targeting, outreach, and messaging support is working properly.
The upside of this approach?
Here are some fast facts for you:
💯 ABM = ROI. 97% of marketers achieved higher ROI with ABM than with any other marketing initiatives according to Alterra Group.
💯 84% of marketers say ABM strategies outperform other marketing investments. ABM is superior to other marketing efforts.
💯 208% more revenue is generated in companies that have aligned their sales and marketing teams with ABM.
Yet these great returns hinge on a company’s ability to select the right accounts. The strength of your target account list is the #1 foundation to executing a profitable ABM strategy.
Here are a few of my tips for selecting the right accounts:
✔️ Hire an expert. A strategist with successful ABM experience can save your team a lot of trial and error when it comes to account planning.
✔️ Look back at successful deals you’ve facilitated in the past. Marketers, this is where you should be working closely with the sales team to review past data and identify themes.
✔️ Equally important, select traits that you do not want in a key account. Again, a lookback is helpful here. What you are not looking for is just as crucial to define as what you are looking for.
If you and your team are looking for some more guidance on where to start with ABM, book a 30-minute FREE consultation session, and one of our ABM experts will be happy to talk through your challenges when it comes to choosing the right accounts to target!
