New marketing and advertising strategies are always becoming available, and to stay competitive as marketers we continuously learn and evolve as the marketing field does. For B2B marketers, an account-based marketing approach has been the solution to alleviate pain points common to B2B marketers and marketing automation strategies.
- Something for Everyone
Whether your key challenge as a B2B marketer is a lack of unity between marketing and sales, low lead quality, a need to prove pipeline impact, a need to increase ROI for existing accounts, or simply not having enough resources to reach your company’s target accounts, the Modern Marketer’s Guide to ABM has a wealth of information that can speak to each of these challenges. The eBook will introduce you to ABM with the what, how, and why. Then guide you through the steps to work through to ensure that ABM is right for you and your business, provide a framework in which to set up your initial ABM strategy, and go over use cases that can act as models for future success.
- Provides an ABM Framework
Learn our ready-set-go recipe for success! The Modern Marketer’s Guide to ABM contains three stages to prepare you to launch a successful ABM program and to help clear any roadblocks along the way.
These steps will walk you through preparing your organization for an ABM strategy.
- Find Organizational Support
- Define Your Ideal Customer Profile
- Develop a Target Account List
- Assess Current Campaigns
These steps will walk you through building your audience, establishing metrics for success, and designing a multi-channel orchestration that works best for your marketing and sales teams.
- Build Audience Segments
- Source Stakeholder Contacts
- Establish Account Metrics & Goals
- Design Multi-Channel Orchestration
This step will walk you through key strategies for ABM campaign execution, and showcase real use cases.
- Execute ABM Campaigns
- Measure and Optimize Results
At the end of the eBook, you’ll find worksheets that will help you plan and execute the strategies you just read about.
- Real-life ABM use cases
In theory, this all sounds great, but how do other marketing practitioners put this information into practice? In our case studies, you’ll see how our client Flexera leveraged 1st and 3rd party intent data to reach accounts with confirmed interest, how DLT created their segmented multi-channel campaign to reach accounts across platforms, how ServicePower used vertical segmentation to increase lead quality, and more use cases from marketing practitioners.
See how The Modern Marketer’s Guide to ABM can make ABM work for you.