The best way to create a successful ABM strategy is by targeting, engaging and winning over the right accounts. This eBook “Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue” includes everything you need to know about creating an account-based marketing strategy that works for your business.
You’ll find out exactly how successful B2B companies are using ABM principles to grow their customer base. You can also develop an effective strategy for adapting these principles for your own organization with its own unique needs. Integrate your sales and marketing processes into an efficient, cohesive whole by following the guidelines in this eBook!
TABLE OF CONTENTS
- Chapter 1 The Sweet Spot 1
- Is This Book for You? 3
- What Would a World-Class Marketing Strategy Include? 4
- Pushback 6
- Key Gains of an ABM Strategy 11
- How to Make a Smooth Transition into ABM 13
- Chapter 2 Building Blocks 15
- Organizational Benefits of ABM 15
- One Size Never Fits All 17
- Data Is at the Core of an ABM Strategy 20
- The Six Areas of Focus for ABM 22
- ABM Maturity Model 33
- Key Transformations of an ABM Strategy 36
- Chapter 3 Getting Buy-In 39
- What 1878 Can Teach Us 40
- Getting ABM Off the Ground 41
- Next Step: Alignment 47
- Everyone Will Get to Flex Some New Muscles 51
- Your New Compass Heading 53
- Chapter 4 Your Target Account List 59
- Beginning the List Process 60
- Secure Provisional Agreement 64
- Update Your List Regularly 65
- Begin to Embed the List in Your Systems 66
- Segmenting Your Target Account List 67
- Set Your Goals 70
- Expanding Your Target Account List 70
- Customers, Partners, and Your Target Account List 73
- The 30-60-90-Day Plan 77
- Chapter 5 Attracting Your Target Accounts 79
- Marketing Automation Systems 80
- Account-Based Advertising 80
- Case Study: Progress 85
- What About Retargeting? 86
- Field Marketing 88
- Getting Social 90
- Your Event Strategy 90
- Webinars 92
- Content Marketing 93
- Defining Your Initial ABM Attraction Strategy 97
- Chapter 6 Boosting Engagement 99
- The Net and the Dart 100
- Personalize the Message 101
- Seven Steps to Phasing in Website Personalization 106
- Chapter 7 Converting and Closing 109
- Signals and the Buying Journey 110
- Heat Maps Deliver Insights 111
- On-Page Signals to Watch for 112
- The Great Gate Debate 114
- Ways to Increase the Likelihood of a Conversion 116
- Best Practices for Webinar Conversions 12
- Lowering the CTA Bar 123
- Case Study: Iron Mountain 124
- Closing Accounts 125
- Chapter 8 Measuring What Matters 129
- Attribution 130
- Three Levels of Measurement 13
- Establishing Goals and Incentives 139
- Reporting Your Results 143
- Chapter 9 Scaling Your ABM Efforts 149
- Six Questions to Ask Yourself 150
- Your ABM Playbook Is Crucial 155
- Five Ways to Find the Budget for ABM 164
- Orchestration 167
- Chapter 10 Enhancing ABM with Technology 171
- Identify Current Gaps 172
- The ABM Tech Stack 173
- Infrastructure Technologies 173
- Account Selection Technologies 176
- Engagement Technologies 177
- Sales-Enablement Technologies 180
- Measurement Technologies 181
- Four Considerations to Keep in Mind 183
- Take It Step by Step 184
- Chapter 11 Guiding ABM Ever Higher
- The Top Eight Signs that Your ABM Strategy 187
- Might Be in Trouble 188
- Two Interesting Questions 191
- CA Technologies Case Study 193
- What’s on the Horizon for ABM 195
- Acknowledgements 199
- Index 201