With each ABM strategy, there’s a finite number of accounts you can target at a given time. Your team needs to be able to figure out who qualifies as a target account and how those accounts should be prioritized.
Your ideal customer profiles (ICPs) should lay out the firmographic information that will indicate fit and guide your qualification process. While your company may have multiple ICPs for your overall marketing strategy, your ABM qualification will generally focus on accounts that have the most potential to perform well.
Which accounts have you had the most success with 99 acres database from both the sales and ongoing service perspectives?
What types of accounts would realize the most value from your product or service?
Once you have a group of qualified accounts, your team can prioritize them based on interest. Ask questions like:
Have they demonstrated interest in your solution in the past?
Have they displayed any buying intent?
Have trigger events occurred?
Do you have connections within the company?
Sales intelligence tools and news alerts can help you monitor target accounts for signs of interest.
3. Create a content strategy and distribution plan
How personalized your end communications with target accounts are will depend on your particular ABM strategy. However, with all types of ABM you can leverage content that is generic in addition to more personalized offers.
For example, you might have generic guides on your solution that define what you offer and how it works. Content like that can be useful reference materials for all types of target accounts. In addition to that, you might have content tailored to your ABM micro-segments that explains industry-specific pain points or benefits. Finally, you might have hyper-personalized content that specifically lays out how your solution will impact an individual company.
Your content strategy should span the range of the funnel. As you’re planning what to create, consider both what you need to generate interest initially to pull the target account into your funnel and what you’ll need to nurture prospects throughout the sales process.
This content can take a variety of forms from digital ads to downloadable checklists to physical mail.
In addition to varying the personalization levels of the content itself, you can also have differing levels of personalization in your distribution channels.
For example, if you're leveraging an educational asset as part of a strategic ABM strategy, you might promote it through a completely custom or present it on a call. If you’re using that same asset as part of a scale ABM strategy, you could send it in a small batch email with messaging extremely tailored to the interests of a micro-segment. In a programmatic ABM strategy, that asset might be sent out to a larger group of accounts and use personalization tokens to adjust the messaging based on contact properties.
All of the content you create and distribute should work together as part of your overall content strategy. Based on how the account reacts, you should have plans for how to follow up and continue to nurture them through the sales process.
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