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Research from SiriusDecisions shows:
“92% of B2B marketers worldwide consider ABM extremely or very important to their overall marketing efforts.”
You firstly need to build a list of target accounts. Usually, a good sales team already have this data. You need to build this ecosystem of contacts for each target account, segment them by their job role and where they stand in the buying journey, then shape your campaigns to fit each segment.
This content should speak not only about the pain points of each specific employee, but more on the pain that the organisation is experiencing as a whole.
Look at industry type, company size, location, and annual revenue etc.., along with strategic factors, like market influence, likelihood of repeat purchase, and expected profit margin to determine which of the target accounts would yield the most business for you. By prioritising target accounts, you’ll know where to put your efforts first.
From awareness through to decision, you need to be at the right place at the right time. What exhibitions, trade shows, magazines, forums or wikis do they hang-out in to find out about trends in their industry
How is your target company is structured and who are the critical players? Which buyer persona fits best? For ABM you need to determine every stakeholder at a target account who has influence over the buying process. From IT manager to Marketing, from the head of operations to head of sales. These roles will differ per account.
Even with the best content for your target accounts, it won’t be very effective if you don’t use the correct channels to promote it in a timely way. It’s important that you choose the right channel/s to deliver your content, based on what’s most effective for a given organization or role.
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