As a marketer, you are aware that account-based marketing (ABM) is an effective method for driving up revenue. But putting an efficient ABM program into place can be a difficult task. So here we want to offer you some advice based on our experience as a marketer so that you can succeed in your Account Based Marketing goals.
Establish Your Strategy with Specific Goals
You must establish your annual goals before beginning your ABM program. Are you introducing a new product or service? Are you aiming to expand your current customer base or find new customers? Your ABM approach should be in line with the goals of your company and include a dedication to a focused account strategy. If you want to succeed, make sure your ABM leadership team is dedicated to it.
Prioritize Execution and Alignment
Where the rubber hits the road is in execution. If sales and marketing are not in sync, even if you have a solid ABM strategy and tech stack, execution may suffer. Establish a solid lead process, organize your territories around business goals, decide on a list of targeted accounts, run well-organized “always-on” campaigns, use accepted campaign naming conventions and UTM parameters, rely on AI to identify intent and engagement, and keep a shared content calendar in order to ensure success.
Measure Success and Enhance It
It will be challenging to evaluate the performance of your ABM program without clearly defined targets, KPIs, and high-level scorecards. CTR, page visits, and MQLs are examples of conventional metrics that serve as leading indicators of ABM performance. The number of MQAs, pipeline, and funnel velocity are more crucial KPIs, as are the number of targeted accounts on the site and the rates of targeted account conversion. Every month, present a dashboard to your organization to help you create alignment, make your program more visible, and instil discipline in your staff.
Conclusion
A clear strategy, strong execution and alignment, and a focus on measurement and optimization are necessary for the implementation of an effective ABM program. These suggestions will help you enhance your ABM program and boost your company's revenue.
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