In this session we will cover the fundamental steps required to build an ABM strategy for your organization. You will scope the people, resources and marketing programs that need to be considered, along with with the expectations that need to be set with your organization.
Based off the Fundamentals workshop, we take a deep dive into the timelines, communications and best practices for getting your Sales and Marketing teams committed to and working towards the same ABM goals and metrics.
Critical to the success of your new ABM strategy is the right target account list, agreed upon between the key Sales and Marketing stakeholders. We will discuss best practices, considerations and help you scope your initial rollout as well as a long term plan.
Once you have your target account list, you need to consider how you will shift your marketing strategy and tactics to provide the focus needed on these accounts. We’ll walk through the different considerations, new campaign metrics you should measure, and the mindset to help you look at your marketing mix with an ABM lens.
In an ABM world, you will start measuring your success differently – instead of campaign metrics like hand raises and MQLs, you will start to track metrics that are closer to Revenue – close rates, ACV and more. We’ll provide you with the metrics to track, and the best reports for measuring that will keep your stakeholders informed on your ABM success!
*Demandbase, the leader in Account-Based Marketing (ABM), has been introducing ABM solutions to the market since 2011. The company offers the only end-to-end ABM platform— account identification, account-based advertising, B2B website personalization, account-based marketing automation, sales insights and integrations into CRM so that ABM results are optimized around sales activity. High Performance Account-Based Marketing is a service mark of the ABM Consortium.