We’ve been talking a lot about ABM orchestration, but this week let’s take a step back and think about what orchestration is really trying to accomplish. At the end of the day, if you’re using any orchestration technology you may have to create an end-to-end ABM program. Unifying the buying experience across marketing, sales, and customer success is key to winning and retaining happy customers.
Today we’ll be tackling some major considerations every account-based marketer should take into account. Ask these questions to make sure your ABM program is truly end-to-end.
1. Which audience segments am I targeting?
All marketing campaigns start and end with the target audience. You can’t launch a campaign without knowing who you’re trying to win over, and your program isn’t going to succeed until you turn prospective buyers into happy customers. Everything—brand awareness, pipeline health, revenue growth—is contingent on getting that target audience right, so it’s essential that you’re 100% clear on who you’re going after.
Knowing the segments you’re targeting is different from knowing your ICP. Your segment will fit within your ICP, but you’ll need to get more specific than overall firmographic fit to develop a strong targeting strategy.
2. What’s my primary value proposition for each segment?
Whether you’re going after an audience of 1 or an audience of 10,000 accounts, each of your segments will have defining characteristics. Study the pain points unique to each segment, and get to know their primary interests and needs. You can use industry research databases or account-based intent data—whatever you can get your hands on to form a compelling value proposition for each segment.
3. What am I offering at different points in the customer lifecycle?
Your central proposition for each segment probably won’t change much at different stages in the customer lifecycle, but your approach should. Just as you’d have a different conversation with a childhood friend versus someone who you just met, plan to adjust your messaging and offers as your relationship with each account progresses.
Defining moments in your relationship with customers may look like: first website visit, first webinar, sustained engagement with campaigns, first conversation with sales, first purchase, first time showing up at a user group, renewal, etc.
You may want to change the messaging for phases like category exploration, product research, purchase consideration, new customer, renewal consideration, etc.
4. How will I unify messaging across different touchpoints?
Throughout the customer lifecycle, people will encounter your brand in a number of different ways. They may come across your company in an industry survey, interact with your social posts, talk to a sales rep, download resources from your website, reach out to support.
To truly unify every touchpoint, you need to think broader than “integrated marketing.” You’ll need to integrate not only across marketing channels but also across departments. That includes sales, marketing, customer success, UI designers, executives.
On the demand gen side of things, it’s essential to coordinate with sales. As you provide air cover for sales outreach and coordinate follow-up from marketing campaigns, be sure that both teams are delivering the same messaging at the same time across the various channels. Some commonly used tools to unify the buying experience include creating account-based ads, dynamic homepage personalizations, and one-to-one landing pages.
So, after asking yourself these questions, is your team running an end-to-end ABM program? If not, you’re not alone. The complete transition to a holistic, customer-centric approach to marketing and sales can take a lot of time and resources. However, this doesn’t mean there aren’t little things you can do today to work towards that goal. Triblio’s tools are built to help marketers like you quickly drive personalized and targeted content to different target segments at scale. If you’re interested in learning more, schedule time to speak with one of our ABM Experts here.