5 Essential Tips for a More Effective Account-Based Marketing Plan
Posted: Sat Feb 22, 2025 8:48 am
Before launching a campaign, you need to pay special attention to these following five questions:
1) Make the most of your content library
Since target accounts may not have prior knowledge or organic interaction with your business online, you need to share relevant content to provide context behind your outreach.
That's why it's necessary to evaluate content offerings to see which pieces can be adapted to the needs and pain points of buyer personas.
If your budget allows, creating new content to fill in the gaps is a good strategy. You’ll also need to develop a strategic cadence for delivering content that follows this general format:
Run a targeted LinkedIn ad or other paid online channel to get saudi arabia mobile database your business featured among key contacts – this also gives them the chance to convert organically;
Follow up on strategic emails, sales outreach, LinkedIn messages, event invitations, etc. Remember: each offer should be unique and reflect your understanding of the recipient and their specific business needs;
Ensure that sales and customer service teams know the steps to take after a contact expresses interest or converts on one of your messages, so they can move closer to a closed/won deal.
2) Keep marketing and sales teams aligned
An account-based marketing plan won’t yield meaningful results if there aren’t commonly understood protocols for tracking leads and what to do with those who express interest. If your company is running an effective inbound marketing program, you already have this process figured out.
3) Set goals clearly
You need to detail how the ABM plan will be executed. Set specific, measurable, achievable, relevant, and time-bound goals.
Arbitrarily targeting and reaching out to contacts without the right KPIs to measure success is wasting your company’s money.
A budget and 90-day timeframe is recommended to determine whether your ABM campaign will achieve results based on the content of your strategy and how long to wait before obtaining final analytics on the overall effectiveness of the campaign.
4) Identify potential leads
Have your sales and marketing teams define your ideal customer profile based on characteristics such as industry, size, location, past purchases, growth opportunities across different departments/divisions, and annual revenue.
Additionally, identify the job titles of potential buyers. Use the criteria to obtain lists of companies and contacts from your marketing automation platform, CRM, social media, and more.
1) Make the most of your content library
Since target accounts may not have prior knowledge or organic interaction with your business online, you need to share relevant content to provide context behind your outreach.
That's why it's necessary to evaluate content offerings to see which pieces can be adapted to the needs and pain points of buyer personas.
If your budget allows, creating new content to fill in the gaps is a good strategy. You’ll also need to develop a strategic cadence for delivering content that follows this general format:
Run a targeted LinkedIn ad or other paid online channel to get saudi arabia mobile database your business featured among key contacts – this also gives them the chance to convert organically;
Follow up on strategic emails, sales outreach, LinkedIn messages, event invitations, etc. Remember: each offer should be unique and reflect your understanding of the recipient and their specific business needs;
Ensure that sales and customer service teams know the steps to take after a contact expresses interest or converts on one of your messages, so they can move closer to a closed/won deal.
2) Keep marketing and sales teams aligned
An account-based marketing plan won’t yield meaningful results if there aren’t commonly understood protocols for tracking leads and what to do with those who express interest. If your company is running an effective inbound marketing program, you already have this process figured out.
3) Set goals clearly
You need to detail how the ABM plan will be executed. Set specific, measurable, achievable, relevant, and time-bound goals.
Arbitrarily targeting and reaching out to contacts without the right KPIs to measure success is wasting your company’s money.
A budget and 90-day timeframe is recommended to determine whether your ABM campaign will achieve results based on the content of your strategy and how long to wait before obtaining final analytics on the overall effectiveness of the campaign.
4) Identify potential leads
Have your sales and marketing teams define your ideal customer profile based on characteristics such as industry, size, location, past purchases, growth opportunities across different departments/divisions, and annual revenue.
Additionally, identify the job titles of potential buyers. Use the criteria to obtain lists of companies and contacts from your marketing automation platform, CRM, social media, and more.