🕵🏻‍♂️ Are you ready for ABM?

Dear Trenchers,

Are you ready to take your marketing to the next level? Account-Based Marketing (ABM) could be the key.

But before you dive in, use this checklist as your roadmap to success. We'll cover everything from defining your ideal customer to building a dream team, ensuring you have the foundation for a thriving ABM program.

Let’s get right into it.

1. Check your Ideal Customer Profile!

Before you jump headfirst into ABM, let's make sure you've got the foundation down pat. And by foundation, we mean your Ideal Customer Profile (ICP). Think of it as your dating profile for businesses: it describes exactly who your dream client is, inside and out.

So, how clear is your ICP? Here's how to tell: do you know your high-value clients?

• Revenue breakdown: Have you analyzed your recent wins by industry, location, and contract size? Knowing your ACV (annual contract value), win rates and sales cycles for different categories helps you identify lucrative sweet spots.

• Alignment between marketing and sales teams: Are you and your sales team singing the same ABM tune? Aligning on target industries, regions, and even account clusters ensures everyone's marching to the same beat. Account clusters here refer to the classification of accounts in small groups based on the shared buying journey trigger, stage, and a set of challenges related to their specific jobs-to-be-done; 

• Win-Loss Intel: dive deep into your 5 biggest wins, 5 fastest wins, and 5 biggest losses in your target verticals. Unravel what triggered their buying journey, their key challenges, purchase criteria, and buying committee objections (even from power users, champions, and other stakeholders).

• Customer Conversations: Don't be shy! Talk to your top clients in those key areas. Learn about their buying journey, what made them choose you, and any lingering concerns they had.

• Specific account (dis)qualification criteria Target with Precision: Can you clearly say "yes" or "no" to potential clients? Develop specific criteria to build your target list and avoid wasting resources on companies that don't fit the bill.

• Prioritize the A-listers: Not all accounts are created equal. Rank your targets based on existing relationships, brand awareness, and indications of actual product needs and buying behavior signals.

• Map the Buying Committee: Understand who influences the buying decision. Get detailed buyer personas for champions, power users, and everyone else in the room. Know their priorities, pain points, and how your product addresses them.

Remember, your ICP is a living document. As you learn and grow, it should too. But having a clear, data-driven profile at the outset sets you up for ABM success. 

Now, let’s move to the second key point you need to check before launch!

2. Alignment on ABM goals, KPIs, and metrics

So, you've got your Ideal Customer Profile (ICP) nailed down. Now, let's talk teamwork!

In ABM, everyone needs to be playing the same song, from marketing belting out leads to sales rockin' the closings. That's where alignment on goals, KPIs, and metrics comes in.

Think of it like planning a road trip: everyone needs to agree on the destination (what are we trying to achieve with ABM?) and how to measure progress (are we getting closer?). 

Here's what to check:

• Crystal-clear goals: Are we after new clients, faster deals, growing existing accounts, or renewing contracts? Be specific! This is your treasure map.

• Team alignment: Are marketing, sales, and even the big boss all on the same page about goals? Imagine different maps leading nowhere!

• Measuring milestones: We wouldn't drive without a speedometer, right? Agree on key indicators (KPIs) like website visits from target accounts or leads generated. These show early progress and keep everyone motivated.

Remember: ABM is a team effort. By aligning your goals, KPIs, and metrics, you'll turn your ABM journey into a road trip to remember – with everyone celebrating when you reach the treasure!

3. Account nurture and opportunity development programs

Having a clearly defined ICP and aligned goals are foundational elements for a successful ABM strategy. However, it's through effective account nurturing and opportunity development programs that ABM truly delivers significant results.

Think of it like tending a garden: you need the right seeds (accounts), consistent care (nurturing), and a strategic plan (development programs) to reap the rewards (opportunities). Let's see if your garden is ready to bloom:

a. Streamlining Account Selection and Development:

• Continuous Identification & Prioritization: Do you have a system for regularly identifying and prioritizing high-potential accounts that align with your ICP? This ensures a steady pipeline of high-potential accounts for your ABM efforts.

• Leveraging Customer Insights: Have you analyzed the common challenges faced by similar accounts within your target segments? By understanding these "clusters," you can tailor your nurturing approach for maximum impact and engagement.

b. Targeted Engagement:

• Targeted Messaging:  Do you have compelling content and materials specifically designed for each account cluster and different roles within them?  This personalized approach resonates better than generic messages.

• Collaborative Content Creation: Is there a process in place for collaboration between subject matter experts and marketing to consistently create relevant social content aligned with the buying journey of each cluster? By leveraging your internal expertise, you can deliver valuable and timely content on the platforms where your target audiences are active.

c. Seamless Collaboration & Execution:

• Shared Playbooks for Success: Do marketing and sales have jointly developed playbooks outlining specific tactics and steps to create awareness, generate demand, and activate target accounts? Collaborative planning and execution ensure alignment and maximize the impact of your ABM campaigns.

Remember: Account nurturing and opportunity development are dynamic processes. Continuously analyze results, adjust your approach, and leverage data to optimize your ABM strategy for ongoing success.

4. The Pilot team

ABM isn't a solo act; it thrives on collaboration and expertise. 

So, let's see if you have the right players:

a. Core Leadership: A Full-Time ABM Champion

Do you have a seasoned B2B marketer holding the reins full-time? Think of them as the Lead, orchestrating all elements of the program. Their experience and focus are crucial for success.

b. An SDR

Have you secured a salesperson willing to dedicate 1-2 days per week to the pilot phase? Their insights are invaluable for targeting and engagement.

c. Subject Matter Expertise 

Have you engaged a subject-matter expert within your chosen industry? Their guidance, even for a few hours weekly, provides the necessary depth and nuance to ensure your messaging and content resonate authentically with your targeted accounts.

d. Content Development Engine: Bringing Stories to Life

Do you have a dedicated resource, even if part-time (50% FTE), to craft compelling and targeted content that fuels your ABM efforts? Engaging and relevant content acts as the lifeblood of your pilot program, keeping it moving forward and captivating your target audiences.

Remember: A successful ABM pilot hinges on a dedicated team with complementary skills and a shared commitment to success. By investing in the right talent, you equip your team with the necessary expertise to navigate challenges, gather valuable learnings, and ultimately lay the groundwork for a thriving ABM program launch.

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Before you suggest "let's implement ABM", go through this checklist and give your team an honest evaluation.

Then, figure out how you can close the gaps, and make it a part of your plan.

PS: If you want to elevate your B2B marketing game in 2024, join the Fullfunnel online academy and unlock the keys to B2B marketing success with our comprehensive courses.

You'll join a dynamic community of marketers dedicated to driving revenue growth.

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See you in Trenches 😉

Adechina ODJO