Moving your ABM plan into action 1

Dish On B2B: Move Your ABM Plan Into Action

By Andrea Avery on Mar. 16, 2016

Strategy Content Technology

Although Account-Based Marketing has been around for more than a decade, we continue to see marketers struggle to move theory into action. In this edition of Dish on B2B, Eric Wittlake, Senior Director of Media at Babcock Jenkins, and Charm Bianchini, Senior Director, Enterprise Marketing, at Marketo, discuss practical steps to get your ABM programs off the ground and into market. 

You can listen to this conversation on Soundcloud.

Here are 5 steps to get started:

  1. REMEMBER THAT YOU'RE NOT ALONE. Your sales team is an essential partner in your ABM program. Before getting started on your strategy, connect with them to garner insights prior to naming the targeted accounts.

  2. UTILIZE TECHNOLOGY. Technology allows you to view thousands of criteria, including account scores and Salesforce data, to understand which accounts have the highest propensity to buy. Marketo’s proprietary tool, Real Time Personalization (RTP), allows users to track website behavior from known, new and anonymous visitors.

    From thereon, your list can be expanded to include additional information, including current marketing automation and CRM tools in place, employee size, industry, etc.

  3. CREATE A BLENDED TARGETS LIST. After gathering lists from both sources—sales and technology—Charm suggests pulling data from both lists to test. A blended list allows you to tier your targeted accounts (Tier 1: Highest propensity to buy; and Tier 2: Your sales team’s known leads) and market to both. This test will guide you towards the leads that prove to be the strongest.

  4. TARGET YOUR ACCOUNTS LISTIf you’re going out to a handful of accounts, understand these accounts deeply. Know what kind of organizational structure they have, what types of contacts are in your database, etc. Or, if you’re going out to hundreds of accounts, consider focusing on certain segments or industries.

  5. MAP YOUR CONTENT. After your list is defined, the next step is to begin to map out the journey you want to take your audience on, and what content you’ll need. Charm suggests utilizing content for as many opportunities as possible. If you are able to leverage a piece of content for a broad marketing program and your ABM program, do it. Try to reuse existing materials to scale, including infographics, podcasts, ebooks, etc. Also, ensure your existing marketing programs are included into your ABM program. 

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