LeadFabric's proven approach to ABM.
*Note: Marketing and Sales should work together across each of the following steps.
1. Define your larger ABM goals. With your team, make sure you're all on the same page about what exactly your ABM initiative(s) should be designed to support or achieve. Are you launching a new product, seeking to build market share, aiming to retarget dormant customers, entering new markets, or something else/a mix of multiple things?
2. Define your ICP and target accounts. An ICP or "Ideal Customer Profile" describes the type of company or account you should be selling to. These are companies that:
3. Build Buyer Personas and Buyer Journeys. Buyer Personas are fictional representations of your target audience. While Buyer Journeys describe the process and touchpoints (digital/non-digital) that your buyers go through leading up to purchase.
4. Develop your targeting and content strategy. Define what kind of messaging needs to be communicated at which points of your buyers' journeys; what existing content fits into that or needs to be developed; and which channels to distribute it all.
True ABM comes with organisational change. It doesn't work in traditional and siloed set ups where marketing does one bit then sales does another and they both just wash their hands of each other's issues.
ABM requires a more agile and collaborative approach than that; marketing and sales need to work together throughout and from the beginning, or it doesn't work.
5. Select and optimize the right ABM tech. Investing in ABM tech doesn't come cheap, so you want to make sure you get a hefty return on what you buy. Here are some of our top picks:
Integrate consolidates all lead sources and helps you find new prospects –a hub to manage and measure ABM at scale.
Turtl lets you easily create, monitor, and analyze highly interactive and personalised "Turtl docs" that are based on the psychology of how humans like to read. Folloze helps you launch micro-targeted and personalised content journeys or campaigns that leverage deep customer insights, sales orchestration, and AI.
Bombora tells you which orgs are researching your products or services (Intent Data) by collecting and observing web users' behaviours and content consumption.
