Strategy development
Successful Account-Based Marketing starts with strategy and organizational alignment
Measurable goals and objectives guide your ABM program. Creating an ABM strategy that will help you reach those goals typically consists of four main steps.
The Growly team will guide you through the strategy development process from start to finish, to ensure you get the most out of your campaign.
Organizational alignment
Account-based buyer journey
Account scoring
ABM playbook
Organizational alignment
Teamwork makes the dream work. That’s no different in Account-Based Marketing. Sales and Marketing need to be aligned with each other to build a sophisticated strategy. Establishing goals and objectives is fundamental for both teams to collaborate efficiently.
Once teams have been aligned, you’ll need to ensure that everyone works together effectively. To do so, they need to agree on program goals and clarify roles during program execution. Only then will you be able to define your ABM strategy.
Account-based buyer journey
In Account Based Marketing, the traditional buyer journey is upgraded to an account-based customer journey based on the ICP. Marketing instead of Sales teams have become responsible for buyer engagement and digital sales. Through solid metrics tracking the journey is continuously improved.
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Account scoring
How do you determine which asset or message to show to which account? What is the current position of an account within the funnel? Without information like this, the original ABM strategy goes out the window.
That’s where account scoring comes in. Through account scoring, you’re able to assign value to customer interactions and rank the level of engagement. It is a process where potential customers within the target audience are ranked from most to least valuable. The value allotted to each account depends on several factors, including how much they resemble your ICP. It is a continuous process where you continually evaluate whether the assigned values are still accurate.
Account scoring is designed to aggregate all engagement info to see how target accounts evolve through the funnel. Growly helps you ask the right questions and review the outcome.
ABM playbook
You’ve decided what needs to happen to reel in those big fish. But how do you put your strategy into practice? An ABM playbook is the ideal tool to guide you along. It defines the plays, processes, people, metrics, technology and coordination of resources to launch and scale a successful ABM program. It is the operating manual for your campaign.
Putting together an ABM playbook at the start of your program is a fail-safe way to ensure you have something to guide you through the whole process.
