At the best organisations, each Account has a strategy around it for how you’re going to achieve your goals.

1. You have multiple stakeholders to target and recruit.

2. Your product is niche, often with multiple verticals within your main niche.

3. Your lifetime value income (LTV) per sale would be expected to be in the tens of  thousands ($’000’s).

4. Your lead-in time is typically in the months (6-18) not weeks.

5. You have the marketing automation tech stack available (HubSpot, Pardot, Marketo etc.)

• Workshop with Sales, Marketing, Product Owners and Experts (team effort and all that).

• Identify a list of target Accounts. 

• Research and identify decision makers from these Accounts, ideally with ‘buying intent’ data.

• Ideally include Accounts from your existing prospects in your CRM.

• Map out your existing Content required, identify the gaps in the content.

• Develop your ABM Skeleton Strategy and Plan.*

• The Account-based marketing (ABM) Program Overview.

• Your Ideal Client Profile (ICP)  and their pain points.

• The Target ICP buyer’s journey through the Awareness to Consideration to Decision stages.

• The objectives

  by each stage

  of this buyer journey.

• The tactics (1:many, 1:few,  1:1 accounts)

  and

  content required  to be used

  by each stage

   of this buyer  journey.

• The messaging by channel (Social, Email).

• The Workflows required for automation.

• Reporting and metrics for success.

One of our best Account-based marketing campaigns! See here how we helped Lenovo generate US$66Million across APAC.