{"id":22074,"date":"2022-12-08T21:18:30","date_gmt":"2022-12-08T21:18:30","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/6-keys-to-a-successful-account-based-marketing-abm-plan\/"},"modified":"2022-12-08T21:18:30","modified_gmt":"2022-12-08T21:18:30","slug":"6-keys-to-a-successful-account-based-marketing-abm-plan","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/12\/08\/6-keys-to-a-successful-account-based-marketing-abm-plan\/","title":{"rendered":"6 Keys to a Successful Account-Based Marketing (ABM) Plan"},"content":{"rendered":"<p> <a href=\"https:\/\/go.fiverr.com\/visit\/?bta=1052423&nci=17043\" Target=\"_Top\"><img loading=\"lazy\" decoding=\"async\" border=\"0\" src=\"https:\/\/fiverr.ck-cdn.com\/tn\/serve\/?cid=40081059\" loading=\"lazy\"  width=\"601\" height=\"201\"><\/a>\n<\/p>\n<div id=\"hs_cos_wrapper_post_body\">\n<p>Of course, we\u2019re a huge proponent of <a href=\"https:\/\/www.weidert.com\/start-an-inbound-program-lp\" rel=\"noopener\" target=\"_blank\">inbound marketing<\/a>. Time and again, we\u2019re impressed by the results our disciplined clients in complex industries achieve when dedicated to a B2B inbound strategy.<\/p>\n<p>But, that\u2019s not necessarily the only strategy you should be deploying. Going hand-in-hand with inbound marketing for industrial manufacturers should be an <span style=\"font-weight: bold;\">account-based marketing (ABM)<\/span> plan, and here are a couple reasons why:<\/p>\n<ul>\n<li aria-level=\"1\">76% of marketers saw higher ROI with ABM than any other marketing strategy in 2020<sup>1<\/sup><\/li>\n<li aria-level=\"1\">60% of those who have employed ABM for at least one year attribute a revenue increase to its use<sup>2<\/sup><\/li>\n<\/ul>\n<p>Sounds great! But, don\u2019t jump in without familiarizing yourself with these <span style=\"font-weight: bold;\">keys to a Successful Account-Based Marketing (ABM) Plan<\/span>:<\/p>\n<p><!--more--><\/p>\n<ol>\n<li aria-level=\"1\"><a href=\"#Choose-Your-Approach\" rel=\"noopener\">Choose Your Approach<\/a><\/li>\n<li aria-level=\"1\"><a href=\"#Leverage-Your-Inbound-Content-Library\" rel=\"noopener\">Leverage Your Content Library<\/a><\/li>\n<li aria-level=\"1\"><a href=\"#Align-Sales-and-Marketing\" rel=\"noopener\">Align Sales and Marketing<\/a><\/li>\n<li aria-level=\"1\"><a href=\"#Set-SMART-Goals\" rel=\"noopener\">Set SMART Goals<\/a><\/li>\n<li aria-level=\"1\"><a href=\"#Identify-Target-Prospects\" rel=\"noopener\">Identify Target Prospects<\/a><\/li>\n<li aria-level=\"1\"><a href=\"#Define-Technology-and-Setup-Requirements\" rel=\"noopener\">Define Technology and Setup Requirements<\/a><\/li>\n<\/ol>\n<p>Before we dig in, let\u2019s start with some definitions\u2026\u00a0<\/p>\n<h2>What is account-based marketing?<\/h2>\n<blockquote>\n<p>Simply stated, <a href=\"https:\/\/www.weidert.com\/account-based-marketing-agency\" rel=\"noopener\" target=\"_blank\">account-based marketing<\/a> is a B2B strategy that targets a set of desired prospects using <span style=\"font-weight: bold;\">highly personalized<\/span> contacts.\u00a0<\/p>\n<\/blockquote>\n<p>ABM is not targeted outbound marketing (irrelevant emails or random cold calls); it\u2019s much more considered and strategic. ABM doesn\u2019t replace your inbound marketing strategy \u2014 it works best when run <span style=\"font-weight: bold;\">in conjunction <\/span>with inbound tactics (content creation, marketing automation, sales enablement, etc.), so they really do go <a href=\"https:\/\/blog.hubspot.com\/marketing\/account-based-marketing-vs-inbound-marketing?__hstc=144543722.a55e0d2e80f95cbafd47907440c5aa3f.1663269098670.1670262079787.1670269964650.49&amp;__hssc=144543722.3.1670269964650&amp;__hsfp=663811135\" rel=\"noopener\" target=\"_blank\">hand-in-hand<\/a>.<\/p>\n<h2>Why is ABM so effective for industrial manufacturers?<\/h2>\n<p>ABM provides marketing and sales teams with a number of <span style=\"font-weight: bold;\">advantages<\/span>: a faster sales process, cost effectiveness, and more efficient use of marketing resources than traditional marketing.<\/p>\n<p>ABM typically aligns with the business models and decision-making processes of many industrial manufacturing companies, so it\u2019s particularly effective because:<\/p>\n<ul>\n<li aria-level=\"1\">Purchases are highly considered<\/li>\n<li aria-level=\"1\">There\u2019s a small pool of large-sized target accounts<\/li>\n<li aria-level=\"1\">Cross-selling to a current customer base yields high profitability<\/li>\n<li aria-level=\"1\">It emphasizes high customer lifetime value (CLV)<\/li>\n<li aria-level=\"1\">A strong focus is put on reaching sales goals faster<\/li>\n<\/ul>\n<p>Now, let\u2019s unpack those keys to an account-based marketing plan so you are set up for success:<\/p>\n<p><a id=\"Choose-Your-Approach\" data-hs-anchor=\"true\"\/><\/p>\n<h2>1. Choose Your Approach<\/h2>\n<p>You have a choice to make immediately that will affect every piece of your ABM strategy. Shape your efforts around <span style=\"font-weight: bold;\">one of these three ABM approaches<\/span>:<\/p>\n<ul>\n<li aria-level=\"1\">Pursue <span style=\"font-weight: bold;\">contacts<\/span> within different divisions and\/or personas at companies with which you already have <span style=\"font-weight: bold;\">established relationships<\/span>, and promote the effectiveness of your work using tools such as <a href=\"https:\/\/www.weidert.com\/blog\/close-more-leads-with-a-client-targeted-sales-page\" rel=\"noopener\" target=\"_blank\">custom sales pages<\/a><\/li>\n<li aria-level=\"1\">Identify <strong>companies<\/strong> that have similar, desirable <strong>business attributes<\/strong> and send targeted content to key contacts, building brand awareness and guiding them along the buyer\u2019s journey<\/li>\n<li aria-level=\"1\">Select specific <strong>target industries<\/strong> or target personas within industries (e.g., Design Engineer at an Automotive OEM) and market relevant content to them directly. This ABM \u201c<strong>demand generation<\/strong>\u201d approach most often uses LinkedIn to filter and find the audiences you\u2019re looking to reach and target<\/li>\n<\/ul>\n<blockquote>\n<p>To maximize ABM\u2019s tactical effectiveness, choose the approach that best <span style=\"font-weight: bold;\">aligns<\/span> with your marketing automation and CRM systems as well as your targeted accounts \u2014 their number, internal structure, and projected monetary value.\u00a0<\/p>\n<\/blockquote>\n<p><a id=\"Identify-Target-Prospects\" data-hs-anchor=\"true\"\/><\/p>\n<h2>2. Identify Target Prospects<\/h2>\n<p>In conjunction with determining your approach, you need to define your \u201c<a href=\"https:\/\/www.weidert.com\/blog\/ideal-customer-profile\" rel=\"noopener\" target=\"_blank\" style=\"font-weight: bold;\">ideal customer profile<\/a>.\u201d It\u2019s imperative that marketing and sales teams agree on this criteria (more on that below). Try starting with characteristics like these:<\/p>\n<ul>\n<li aria-level=\"1\">Industry \u2014 Targeting specific industries and\/or personas within industries allows you to expand your audience while still maintaining relevance<\/li>\n<li aria-level=\"1\">Size<\/li>\n<li aria-level=\"1\">Annual revenue<\/li>\n<li aria-level=\"1\">Location<\/li>\n<li aria-level=\"1\">Previous purchases<\/li>\n<li aria-level=\"1\">Opportunities for growth into different departments\/divisions<\/li>\n<li aria-level=\"1\">Plus, identify the job titles of potential buyers<\/li>\n<\/ul>\n<p>Use this criteria to pull lists of companies and contacts from your marketing automation platform, CRM, social networks, and various company websites. Remember that ABM needs to be a strategic approach <span style=\"font-weight: bold;\">aligned with your business needs<\/span>, but it doesn\u2019t have to be a narrow approach. The larger the audience for LinkedIn, the better!<\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: bold;\">RELATED:<\/span> <a href=\"https:\/\/www.weidert.com\/blog\/abm-marketing-identify-targets\" rel=\"noopener\" target=\"_blank\">9 Easy Ways to Identify &amp; Prioritize Your ABM Targets<\/a>\u00a0<\/p>\n<p><a id=\"Leverage-Your-Inbound-Content-Library\" data-hs-anchor=\"true\"\/><\/p>\n<h2>3. Leverage Your Inbound Content Library<\/h2>\n<p>Since your target accounts may not have previous knowledge of, or organic online interaction with, your company, <span style=\"font-weight: bold;\">sharing relevant content in your outreach<\/span> is a must. Determine which offers in your library can be tailored for targets\u2019 specific needs so your outreach has context behind it. If budget allows, <span style=\"font-weight: bold;\">create new content<\/span> to fill gaps.<\/p>\n<p>Also, develop a strategic cadence for content delivery. Here\u2019s one possible format:<\/p>\n<ul>\n<li aria-level=\"1\">Run a targeted <strong>paid ad<\/strong> (LinkedIn, perhaps?) to put your company top of mind for key contacts \u2014 this also gives them a chance to organically convert<\/li>\n<li aria-level=\"1\">Follow up with strategic emails, sales outreach, LinkedIn messages, event invitations, etc. Make each offer unique and reflective of your <strong>understanding of the recipient<\/strong> and their specific business needs<\/li>\n<li aria-level=\"1\">Make sure your sales and customer service teams know the <strong>steps to take<\/strong> after a contact expresses interest or converts on one of your messages so they can move closer to closed\/won action<\/li>\n<\/ul>\n<p><a id=\"Align-Sales-and-Marketing\" data-hs-anchor=\"true\"\/><\/p>\n<h2>4. Align Sales and Marketing<\/h2>\n<p>That last bullet is more important than you think. Your ABM plan will fail if there aren\u2019t clearly understood protocols in place for <span style=\"font-weight: bold;\">following up with target leads<\/span>.\u00a0<\/p>\n<p>ABM leads are perishable! It\u2019s vital to nurture leads who don\u2019t immediately respond to sales follow-ups. Stay in front of ABM leads and continue to explain your value (a salesperson connecting on LinkedIn, an email that shares more info on the topic they converted on, etc. \u2026 you have options.)<\/p>\n<p style=\"text-align: center;\"><span style=\"font-weight: bold;\">RELATED:<\/span> <a href=\"https:\/\/www.weidert.com\/blog\/sales-and-marketing-alignment-glossary\" rel=\"noopener\" target=\"_blank\">Sales and Marketing Glossary: 10 Most Important Terms to Agree On for Alignment<\/a>\u00a0<\/p>\n<p><a id=\"Set-SMART-Goals\" data-hs-anchor=\"true\"\/><\/p>\n<h2>5. Set SMART Goals<\/h2>\n<p><span style=\"font-weight: bold;\">Detail <\/span>how your ABM strategy will be carried out, making goals specific, measurable, achievable, relevant, and time-bound (SMART). Arbitrarily reaching out to contacts is a waste of time and money.<\/p>\n<p>Think about ABM as an iterative approach, much like <a href=\"https:\/\/www.weidert.com\/growth-driven-design-websites-lp\" rel=\"noopener\" target=\"_blank\">how we view growth-driven design in websites<\/a>. Industrials have long sales cycles, so it\u2019s important to connect with prospects over an extended period of time.\u00a0<\/p>\n<p>Developing a long-term strategy that leverages <span style=\"font-weight: bold;\">new and existing collateral<\/span> leaves flexibility for refining the target audience and keeps things fresh. This also underscores the importance of <span style=\"font-weight: bold;\">measuring<\/span> success \u2014 reacting to data, and refining the strategy to meet\/exceed goals over time.<\/p>\n<p><a id=\"Define-Technology-and-Setup-Requirements\" data-hs-anchor=\"true\"\/><\/p>\n<h2>6. Define Technology and Setup Requirements<\/h2>\n<p>If you\u2019re using <a href=\"https:\/\/www.weidert.com\/blog\/account-based-marketing-hubspot\" rel=\"noopener\" target=\"_blank\">HubSpot<\/a>, setup can initially include company score reporting, workflows, custom contact properties, social media ads, and tracking URLs. If you have <a href=\"https:\/\/www.weidert.com\/blog\/why-go-hubspot-enterprise\" rel=\"noopener\" target=\"_blank\">HubSpot Enterprise<\/a>, even more ABM features are available.<\/p>\n<p>Once these key pieces are in place, it\u2019s time to launch your ABM plan! Be mindful of:<\/p>\n<ul>\n<li aria-level=\"1\">Monitoring the results over time<\/li>\n<li aria-level=\"1\">Scheduling a debriefing with marketing and sales to assess goal attainment and budget alignment<\/li>\n<li aria-level=\"1\">Identifying accounts in the pipeline that would benefit from additional nurturing<\/li>\n<\/ul>\n<p>Account-based marketing is a popular and effective B2B strategy and complements an existing inbound strategy. And since ABM often involves <span style=\"font-weight: bold;\">paid media<\/span>, take a moment and review this guide: <a href=\"https:\/\/www.weidert.com\/paid-media-guide-lp\" rel=\"noopener\" target=\"_blank\">Inbound Marketer\u2019s Guide to Paid Media<\/a>.<\/p>\n<p><!--HubSpot Call-to-Action Code --><span class=\"hs-cta-wrapper\" id=\"hs-cta-wrapper-d993c0f9-4bee-4096-a607-3bffef9cbda4\"><span class=\"hs-cta-node hs-cta-d993c0f9-4bee-4096-a607-3bffef9cbda4\" id=\"hs-cta-d993c0f9-4bee-4096-a607-3bffef9cbda4\"><!--[if lte IE 8]>\n\n<div id=\"hs-cta-ie-element\"><\/div>\n\n<![endif]--><a href=\"https:\/\/cta-redirect.hubspot.com\/cta\/redirect\/65360\/d993c0f9-4bee-4096-a607-3bffef9cbda4\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"hs-cta-img\" id=\"hs-cta-img-d993c0f9-4bee-4096-a607-3bffef9cbda4\" style=\"border-width:0px;margin: 0 auto; display: block; margin-top: 20px; margin-bottom: 20px\" src=\"https:\/\/no-cache.hubspot.com\/cta\/default\/65360\/d993c0f9-4bee-4096-a607-3bffef9cbda4.png\" loading=\"lazy\" alt=\"Paid-media\" align=\"middle\"\/><\/a><\/span><\/span><!-- end HubSpot Call-to-Action Code --><\/p>\n<p>\u00a0<\/p>\n<p style=\"font-size: 12px;\">Sources:<\/p>\n<p style=\"font-size: 12px;\"><sup>1<\/sup>DemandGen Report, <a href=\"https:\/\/www.demandgenreport.com\/features\/news-briefs\/new-research-76-of-marketers-using-abm-experienced-higher-roi-in-2020\" rel=\"noopener\" target=\"_blank\">New Research: 76% Of Marketers Using ABM Experienced Higher ROI In 2020<\/a>, January 2021<\/p>\n<p style=\"font-size: 12px;\"><sup>2<\/sup>Demand Metric, <a href=\"https:\/\/www.demandmetric.com\/content\/abm-adoption-benchmark-report\" rel=\"noopener\" target=\"_blank\">ABM Adoption Benchmark Report<\/a><\/p>\n<\/div>\n<iframe data-lazy=\"true\" data-src=\"https:\/\/www.fiverr.com\/gig_widgets?id=U2FsdGVkX18x7XQvttUTrv1oEqmGNGTgvvCUiUoJ\/AP4z\/UyMz8lXGOLpu15jIMxBbTR0gmD5uBoFvhC4KWeALQRp3h\/X\/AwcVD0K8Wj9H\/ZzYKzcCNHosB9oS4SCJJFWiN85P9ICAc4OgCoE\/wHKIY7CDkf2\/DQ1vqGvk4smVe5cRDEmrLPCWi4FC8p40VUhSmWQ5udCm0zoJtorgWv3vbDQw0kKYkwn39ozAnQXDe+YvWMxkLFWA+O3TFwkJvdkIK+\/AUSnRssPKt5WHY0FhNOxnSPcLslEL4G4\/RfP95ve99U+kRnDy3X+KtzdQLY+u935ghON\/o3UE4IMv9oN6JX9RnxzL\/LRcOgnHigxStSGPKsZYtnz8RWNVT\/rOLAibqiWJadC5MYHRbekF3eg6FOGrQGkXYbsn0+a5aovnlLCbLwIqY9fcS17UX8J235iQ6cdmHNbrPeS84CMm34RA==&affiliate_id=1052423&strip_google_tagmanager=true\" loading=\"lazy\" data-with-title=\"true\" class=\"fiverr_nga_frame\" frameborder=\"0\" height=\"350\" width=\"100%\" referrerpolicy=\"no-referrer-when-downgrade\" data-mode=\"random_gigs\" onload=\" var frame = this; var script = document.createElement('script'); script.addEventListener('load', function() { window.FW_SDK.register(frame); }); script.setAttribute('src', 'https:\/\/www.fiverr.com\/gig_widgets\/sdk'); document.body.appendChild(script); \" ><\/iframe>\n<br \/><a href=\"https:\/\/www.weidert.com\/blog\/account-based-marketing-strategy\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Of course, we\u2019re a huge proponent of inbound marketing. Time and again, we\u2019re impressed by the results our disciplined clients in complex industries achieve when&#8230;<\/p>\n","protected":false},"author":1,"featured_media":22075,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-22074","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tech-universe"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>6 Keys to a Successful Account-Based Marketing (ABM) Plan - mailinvest.blog<\/title>\n<meta name=\"description\" content=\"Technology is forever changing, and there are always new pieces of technology to replace obsolete ones. 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