Want to start an account-based marketing strategy but don’t know where to start? Say No more.
In my experience, the best place you can start is by: Identifying Your Goals
Think about your primary business objective that can be agreed upon by all sectors of your company and go from there. Here are three common goals you can consider:
Some want to grow by closing a deal. This comes from having the intention to land and then expand which then you can use as a jumping-off point.
Some want to identify and cultivate brand affinity, commonly with logo acquisition. This is usually to build social proof and bespoke account strategy.
Some want to re-engage big clients who have grown silent. The ABM strategy is a great avenue to educate and inspire these companies to take another look.
Once your goal is set, the next thing is to identify accounts that would add legitimacy and social proof to your brand. This is found by asking two small questions:
What segment of their business are they lacking?
Which brands have the most name recognition and respect among that segment of buyers?
From there, identifying an ‘ideal customer profile’ to build an upfront analysis will help you identify target accounts quicker.
Calculating a company’s ICP (ideal customer profiles) involves listing a collection of characteristics that verify this type of company and determine if it is an ideal fit for your products and services. Making this list of qualifications adds tiers and levels to your ABM strategy and enhances its potential to succeed.
The overall message is to: choose accounts based on intelligence.
The purpose of ABM is to marry marketing with sales and task them to create account plans to benefit the company as a whole. By identifying your goals and creating an ideal customer profile for each account, you are one step closer.