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Build Your Account-Based Marketing Strategy

ABM success requires a strong set of marketing capabilities, tight alignment with Sales, and a content personalization strategy targeting high-opportunity buyers.

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Thought Model: Build Your Account-Based Marketing Strategy

Member Challenge

  • Select the right ABM strategy for your organization and create complete alignment between the Sales and Marketing teams.
  • Clear the clutter and jumpstart your ABM implementation with a solid foundation.
  • Build a targeted account list with optimized data.
  • Engage buying account committees and create personalized content that helps buyers educate themselves.
  • Understand the necessary platforms and tools required to be successful with the selected ABM strategy.

Our Advice

Critical Insight

The success of each level of ABM maturity is closely tied to available resources, business needs, and having foundational elements in place to support your ABM strategy. Marketers should keep their initial ABM strategy simple to deliver a successful program. The goal is not to employ a complex program or include all levels of ABM strategy but rather to select the most feasible for your organization.

Impact and Result

With a strong set of marketing capabilities, tight team alignment with Sales, and a content personalization strategy, you will:

  • Create a solid foundation for a best-fit ABM strategy for your Marketing and Sales organization.
  • Target and build relationships with high-opportunity accounts.
  • Design experiences that will guide the buying committee through their buyer’s journey.
  • Develop a process for your team to continue to build on their maturity.

Research & Tools

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1. Build the Foundation for Your Account-Based Marketing Strategy Storyboard – This blueprint will help you to build a strong foundation for your ABM strategy and support future growth.

This blueprint will help marketers understand ABM strategy types and accompanying levels of personalization, how to quickly assess their organization's ABM maturity, and how to implement best practices to build a foundation for their ABM strategy.

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Build Your Account-Based Marketing Strategy Storyboard

2. ABM Maturity Diagnostic Assessment – Use this assessment to gauge your organization’s ABM maturity profile.

Quickly and accurately diagnose your current account-based marketing (ABM) maturity. This diagnostic assessment will help you understand how prepared you are for each ABM strategy you may want to employ.

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ABM Maturity Diagnostic Assessment

3. ICP Workbook – Leverage this tool to drive your ABM strategy by creating tiers based on your ICP.

Create a personalized approach to defining your ideal customer profile (ICP), uncover valuable insights to develop a targeted account list (TAL) and measure your marketing performance.

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ICP Workbook

4. ABM Strategy Presentation Template – Use our comprehensive template to communicate your ABM implementation plan.

This presentation template covers all steps of implementation including aligning Sales and Marketing, results of gap assessment, optimizing lead generation performance, and designing a programmatic pilot.

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ABM Strategy Presentation Template
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