Everybody is talking about Account Based Marketing (ABM). It’s the latest and greatest buzz word for sales and marketing professionals. Marketers who implement Account Based Marketing strategies have deemed it successful. ABM strategies allow you to hone in on key accounts by implementing highly-customized campaigns built on specific triggers. Each campaign is designed to illicit a specific response across multiple channels.
What are the ABC’s of implementing a successful ABM strategy?
A- Automation Tool
Eloqua, Infusionsoft, Marketo and Hubspot are some of the platforms that are available and can help you implement this type of highly-targeted strategy. It’s important to do your research, though. Some of these programs charge extra for the ABM module.
B – Back- End
It’s important to know the ins and outs of how your customer response data connects with other data sources. For example, if your accounting, CRM, marketing automation tool and website etc. are not communicating to one another, it will require manual intervention. This can cause delays and add human error into the mix. It is not impossible, but without the proper connection to all platforms that run your business, the ABM program can become difficult to manage.
C – Credible Data
The ability to target key accounts depends on a solid foundation of accurate data. In order to engage with a decision-maker at a designated account, you will need to know who they are and what their role is in the organization. Let’s face it, turnover happens in every industry. If you are not updating your ABM program with fresh data on a continuous basis your program will fizzle out very quickly.
It’s important to build your strategy on solid ground, which means building on a reliable data source. Otherwise, you are at risk of implementing a program that may fail. In other words, it’s important to infuse your marketing platform with fresh data to avoid data fatigue and ultimately, improve your metrics.