How to implement an ABM strategy 

Step 1 – Define your target accounts 

You should already have an idea who your customers are, for example if your product is manufacturing software then in reality any industry which requires a manufacturing function is a potential customer. This is a HUGE net to cast, so it’s time to figure out who your ideal customers are. Here are some key criteria to consider: 

Verticals – identify industries that you want to align with e.g. manufacturers of aerospace equipment.  

Geography – where do your ideal customers operate? Are they local, national or international. 

Size – is your product best suited to SMEs or international corporations with hundreds of employees?  

Financial health – are you the best solution for companies that are operating with minimal revenue or those with huge budgets?  

Pain points – what is the main problem your product solves? When that is clear, you can then connect that problem, or pain point, with a specific customer group. For example, your manufacturing software reduces production line errors and increases profit margins, therefore your more targeted customer base are manufacturers experiencing slow/negative growth and poor performance. 

Step 2 – Get Personal 

OK so you now have a very specific subset of customers that are going to be the bullseye on your marketing dartboard. Now it’s time to personalise all marketing activity so you have every chance of hitting that bullseye and increasing engagement and conversion rates. Some methods of doing that include: 

 

Outreach – personalise your initial contact with the customer so that it’s relevant to only them. For example, if they’ve just launched a new product, moved the HQ to a new location or hired a new CEO, include that in your initial communication with them. In other words, make them feel special! 

Content – produce content that specifically addresses the customer’s pain point(s). For example, case studies, blogs and white papers. Be sure to share it with the customers on… 

Specific channels – that your customer actually uses. There’s no point in trying to engage with a customer via Facebook adverts when they don’t use the platform for anything more than a company directory. In general, you want to employ a variety of channels, such as email, social media, adverts and direct sales contact, which leads me perfectly onto the last part of the ABM strategy run down. 

Step 3 – Sales & marketing, make it a match made in heaven 

You could have the slickest, most personalised ABM strategy mapped out, but if your sales department doesn’t implement it, then it’s nothing more than hot air. If we go back to the dartboard analogy, the sales team are the ones who throw the dart straight into the bullseye, so it’s imperative they know what they’re doing.  

It’s worth highlighting here that sales & marketing teams should be collaborating every step of the ABM process. Sales teams will have invaluable insight on which customers should be top priority, how they should be best engaged with, what the competition is doing and so on.  

Ensure both departments have common goals and benchmarks, such as outreach targets, and that the sales team has the correct personalised marketing materials (white papers etc.) and communication guidelines.