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Follow this simple step-by-step guide to develop an account-based marketing approach and strategy.
Table of Contents ACCOUNT-BASED MARKETING
Framework 03
Introduction 04
stage
1 Align Resources 08
stage
2 Select Accounts 11
stage
3 Generate Insights 14
stage
4 Create Plans 17
stage
5 Execute Campaigns 20
stage
6 Measure Results 23
About 25
ACCOUNT-BASED MARKETING
Framework
Click the buttons below to access all related
Leverage the framework below to quickly
training, tools, templates, and other resources.
empower your organization’s agile marketing strategy.
ABM Capabilities Ideal Customer Buyer Persona ABM Buying Engagio’s ABM ABM Program
Assessment Profile Template Template Committee Diagram Market Map Metrics Dashboard
ABM Tech Stack ABM Account Tiers Decision Maker ABM Content Plan ABM Platform
Report Worksheet Influencer Map Worksheet Evaluation Matrix
Google Alerts
1 2 3 4 5 6
Align Select Generate Create Execute Measure
Resources Accounts Insights Plans Campaigns Results
Introduction
ABM Defined
All effective marketers know that their job is to get the right
message to the right person in the right way at the right time.
The coining of the term and associated buzz over the last five years is
the result of new technologies that allow marketers to implement the
strategy at scale.
ACCOUNT-BASED MARKETING 4
1 2 3 4 5 6
Align Select Generate Create Execute Measure
Resources Accounts Insights Plans Campaigns Results
Introduction
The ITSMA defines three different ABM tiers based on the level of personalization and technology used:
Programmatic ABM
One-to-many accounts Market specific accounts at scale Programmatic ABM
Leverages sales knowledge One-to-many accounts
“Leveraging technology to tailor marketing
campaigns for specific named accounts at scale”
ABM Lite
ABM Lite 5-10 “second-tier” target accounts One-to-few accounts
One-to-few accounts
Tailored content and marketing
“Creating and executing lightly-customized programs initiatives
for clusters of accounts with similar issues and needs”
ACCOUNT-BASED MARKETING 5
1 2 3 4 5 6
Align Select Generate Create Execute Measure
Resources Accounts Insights Plans Campaigns Results
Introduction
An effective ABM strategy consists of three broad phases: account plan- Be sure to check our Ultimate Guide to ABM for more background on
ning, engagement, and measurement. account-based marketing.
ACCOUNT PLANNING
VIE
DOWW NRL E
OASDOGUU R
I DC
E E
ENGAGEMENT
MEASUREMENT
Sections of the guide include:
■ What is ABM?
Within each phase, there are tasks to complete and milestones to reach. ■ Why ABM?
■ ABM Success Stories
Before defining these steps in further detail, it’s important to highlight that
■ How To Implement ABM
any new marketing strategy will require a crawl, walk, and run approach.
■ ABM Troubleshooting
Often, an ABM pilot program is the ideal way to introduce the strategy
■ Action Plan
in a company.
ACCOUNT-BASED MARKETING 6
1 2 3 4 5 6
Align Select Generate Create Execute Measure
Resources Accounts Insights Plans Campaigns Results
Introduction
ACCOUNT-BASED MARKETING 7
ACCOUNT-BASED MARKETING
STAGE 1
Align Resources
In this first stage, you will evaluate your strategic capabilities,
align your team, and determine your ABM budget.
STEP 1 STEP 2
Evaluate Your ABM Capabilities Audit your Tech Stack
Benchmark yourself against 500+ organizations and get Download a copy of the ABM Tech Stack Report to
personalized recommendations to improve your ABM better understand the ABM technology adoption curve
capabilities with our interactive assessment. and the top 7 ABM challenges.
If your ABM journey has already started, use our ABM Capabilities Demandbase and Demand Metric recently completed
Assessment to evaluate the following key processes: research to illuminate the marketing technology stack
challenges B2B firms face as they execute Account-Based
Account Selection
Marketing (ABM) strategy.
Account Profiling
Planning
Content & Channels
Measurement
ACCOUNT-BASED MARKETING 9
2 3 4 5 6
Introduction
1 Select Generate Create Execute Measure
Accounts Insights Plans Campaigns Results
Align
Resources
STEP 3 STEP 4
Build your ABM Team Determine your ABM Budget
Use the ABM Roles Matrix to understand the roles and Use the ABM Program Budget Template to set and
responsibilities of high-performing ABM teams. track your overall ABM budget on a monthly and yearly
basis.
D O W N L O A D T E M P L AT E D O W N L O A D T E M P L AT E
This tool will help you identify and document responsibilities Sections of the budget template include:
for the following team members:
■ Software
■ ABM Lead (Head of Marketing) ■ Sales Leadership & ■ Advertising
Account Executives
■ ABM Campaign Manager ■ Campaigns
■ Executive Sponsors
■ Product Marketing ■ Content
■ Operations
■ Account Development Reps ■ Training
(BDR/SDR)
■ Consulting
ACCOUNT-BASED MARKETING 10
ACCOUNT-BASED MARKETING
STAGE 2
Select Accounts
In Stage 2, you will build an ideal customer profile,
determine account entitlements, identify which products or
solutions to sell, and evaluate target accounts.
ACCOUNT-BASED MARKETING 11
1 3 4 5 6
Introduction Align
2 Generate Create Execute Measure
Resources Insights Plans Campaigns Results
Select
Accounts
STEP 1 STEP 2
Identify your Ideal Customer Categorize Account Entitlements
Use the Ideal Customer Profile (ICP) Template to Use our ABM Account Tiers Worksheet to create tiers
describe the type of company that would benefit the for the accounts that are included in your ABM program.
most from your products or solutions.
D O W N L O A D T E M P L AT E
D O W N L O A D T E M P L AT E
Sections of the ICP template include: For each tier, make decisions about which marketing tactics
and channels you will use to engage them.
■ Firmographics
Use this matrix to communicate to your sales organization
■ Psychographics
which entitlements each tier of account is eligible for.
■ Behavioural
■ Environmental
ACCOUNT-BASED MARKETING 12
1 3 4 5 6
Introduction Align
2 Generate Create Execute Measure
Resources Insights Plans Campaigns Results
Select
Accounts
STEP 3 STEP 4
Identify What to Sell Score Target Accounts
Use our Account & Product Mapping Matrix to identify Use our Account Scoring Tool to train sales reps on how
which products or solutions you should sell into each they can score each of their accounts to identify the key
target account. accounts in their customer-base or sales territory.
D O W N L O A D T E M P L AT E D O W N L O A D T E M P L AT E
Conduct a white space analysis to identify new sales What criteria can you use to score accounts?
opportunities that you can sell into your existing target
■ Industry
accounts.
■ Company Size
■ Decision Maker
■ Current Need
■ Opportunity Size
■ Purchase History
ACCOUNT-BASED MARKETING 13
ACCOUNT-BASED MARKETING
STAGE 3
Generate Insights
In Stage 3, you will build buyer personas, evaluate key stakeholders at your
target accounts, and capture account insights.
ACCOUNT-BASED MARKETING 14
1 2 4 5 6
Introduction Align Select
3 Create Execute Measure
Resources Accounts Plans Campaigns Results
Generate
Insights
STEP 1 STEP 2
Identify Buyers and Create Personas Map Buyer Influence
Use our Buyer Persona Template to create profiles of Use our Decision Maker Influencer Map to evaluate key
the different personas in your target audience. stakeholders during a complex sale and to identify strat-
egies that can influence the deal.
D O W N L O A D T E M P L AT E D O W N L O A D T E M P L AT E
A few important considerations might include: What goes into an influencer map?
ACCOUNT-BASED MARKETING 15
1 2 4 5 6
Introduction Align Select
3 Create Execute Measure
Resources Accounts Plans Campaigns Results
Generate
Insights
STEP 3
Capture & Socialize Account Insights
■ Account Data
■ Contact Data
■ 3rd Party Intent Data
■ Insights
■ Data Platforms
ACCOUNT-BASED MARKETING 16
ACCOUNT-BASED MARKETING
STAGE 4
Create Plans
In Stage 4, you will identify buying committees, build content plans, and
create one-page action plans for your target accounts.
ACCOUNT-BASED MARKETING 17
1 2 3 5 6
Introduction Align Select Generate
4 Execute Measure
Resources Accounts Insights Campaigns Results
Create
Plans
STEP 1 STEP 2
Identify Buying Committees Build a Content Plan
Use our ABM Buying Committee Diagram to help you Use our ABM Content Plan Worksheet to identify the
build a organizational chart for each of your target content assets that you will use at each stage of the
accounts. journey.
D O W N L O A D T E M P L AT E D O W N L O A D T E M P L AT E
The formatting provided in the template will make it easy Identify the right content to use at each of the following
for you to identify the following key personas at your target stages:
accounts:
■ Prospecting/Needs Analysis
■ Deal Influencer ■ Qualification/Discovery
■ End User ■ Demo/Consideration
■ Technical Buyer ■ Proposal/Decision
■ Financial Buyer ■ Contract/Implement
ACCOUNT-BASED MARKETING 18
1 2 3 5 6
Introduction Align Select Generate
4 Execute Measure
Resources Accounts Insights Campaigns Results
Create
Plans
STEP 3
Finalize Target Accounts Plans
Action Item
D O W N L O A D T E M P L AT E
ACCOUNT-BASED MARKETING 19
ACCOUNT-BASED MARKETING
STAGE 5
Execute Campaigns
In Stage 5, you will review and evaluate ABM technology before
creating campaign plans to execute.
ACCOUNT-BASED MARKETING 20
1 2 3 4 6
Introduction Align Select Generate Create
5 Measure
Resources Accounts Insights Plans Results
Execute
Campaigns
STEP 1 STEP 2
Review ABM Technology Evaluate ABM Technology
Check out Engagio’s ABM Market Map for a compre- Use our ABM Platform Evaluation Matrix to compare
hensive listing of all the categories and vendors in ABM. vendors against one another based on up-to-date ABM
technology requirements.
VIEW INFOGRAPHIC D O W N L O A D T E M P L AT E
ACCOUNT-BASED MARKETING 21
1 2 3 4 6
Introduction Align Select Generate Create
5 Measure
Resources Accounts Insights Plans Results
Execute
Campaigns
STEP 3
Create Campaign Plans
Action Item
D O W N L O A D T E M P L AT E
ACCOUNT-BASED MARKETING 22
ACCOUNT-BASED MARKETING
STAGE 6
Measure Results
Now that you have executed your campaign strategy, you can start to
measure the results of your Account-Based Marketing program.
ACCOUNT-BASED MARKETING 23
1 2 3 4 5
Introduction Align Select Generate Create Execute
6
Resources Accounts Insights Plans Campaigns
Measure
Results
STEP 1
Manage the process end-to-end
Action Item
D O W N L O A D T E M P L AT E
ACCOUNT-BASED MARKETING 24
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