How to Execute Account-based Marketing at Scale

Account-based Marketing (ABM) is increasingly regarded as the strategy of record for B2B companies. Many companies are adopting it in some way shape or form, but not everyone realizes how much potential it has across the funnel. ABM can be (and should be) done at scale to create sales and marketing alignment and support customer success across the whole lifecycle.

There are actually 4 types of ABM:

  1. Large account, which focuses on a just a few big accounts
  2. Named account, which focuses on a slightly larger list of specific named accounts
  3. Customer lifecycle, which delivers a targeted approach to different customers
  4. Industry/Segment, which allows marketers to target large groups of companies based on attributes

How-to-Execute-Account-based-Marketing-at-Scale

In all cases, ABM helps marketers focus on their efforts on driving growth. It supports the buyer at each phase of the journey. Without ABM, marketers run a greater risk of falling short when it comes to delivering the content needed to move buyers through the cycle. Ultimately, the goal of ABM is to help marketers turn their dream accounts into customers.

In order to do that at scale, you need to first evaluate what you know about the accounts you’re targeting. You’ll need that information to build out campaigns and messaging. Secondly, you need to ensure you’re fully aligned with sales, end-to-end, not just on each campaign but across the whole lifecycle. That means getting on the same page about marketing and communication for prospects and customers. It also means planning in advance and putting in place the proper technology to execute your ABM strategy in a measured way.

Scaling ABM requires some work, but ultimately, getting your whole organization aligned around marketing programs that focus on revenue is essential for today’s B2B businesses.

It doesn’t have to be a Sales vs. Marketing fight anymore. We’ve experienced the same pains, but executing on a strong ABM strategy has brought our teams together. Watch how we accomplished this and how you can apply the same alignment strategy in 2015.