essential steps to a successful ABM-to-Market strategy

B2B marketers can use account-based marketing (ABM), go-to-market strategies to engage buyers and communicate with key decision-makers on their preferred channels. It is important to first have a solid strategy and then to build your stack.

Let’s look at the two most important steps you should take to execute a successful ABM-to-market strategy.

1. Ensure that the ABM strategy is cross functional

Scott Vaughan, chief adviser for Vaughan GTM Advisory , stated that “anything we do must be cross-functionalaI involving people that are going [the strategy] to impact and touch those accounts.”

He said, “One thing that really gets you started, not only when you’re starting, but every year in planning or every quarter during your quarterly business reviews is to go back and review the definitions and blueprints that you’re creating for your account-based strategic strategy.”

Your strategy should include functions that are relevant to the markets and geographical areas in which your buyers live. The strategy should be reviewed frequently to ensure that it is in line with your customers.

Vaughan asked, “Does it still work?” “Have you optimized it?” Vaughan asked. What can we learn? What can we learn?

2: Strategy should be a top priority, along with execution.

Vaughan said, “Make sure to slow down and concentrate on strategy and people first.” Technology is last. You can get so excited about technology that you decide to change your account-based strategies or revise it. While it’s true that this is how you want to begin, it’s not the best way.

If they don’t have a strategy, organizations can get swept under the carpet with new technology.

ABM should have more than one leader.

Vaughan stated, “It takes village — you need integrated plays across functions and departments, systems.” “You don’t want to anoint someone as the ABM person. That’s when you make somebody an island and they won’t be set up for success.”

Assign responsibilities to different departments and the marketing team. You should have multiple ABM people on each team to avoid silos. This will ensure that ABM go to market is a cohesive strategy.

The organization can then choose the type of ABM strategy that they want to implement. Are they looking for a strategy that targets all prospects with ABM strategies? Are they looking for a one-to one strategy, where the ABM strategy is focused on a specific high-priority customer? The organization can choose to use one strategy or several strategies to find the perfect mix.

Vaughan stated that you may begin one-to-one in order to get a better understanding of your account-based [strategies],” You may also start one-to-few in order to get your feet on the ground.

You can now choose your technology

Vaughan stated, “Once that is done, you can start to think about technology and automation, scale analytics, as well as how you are going to activate.”

He said, “A lot times, what we find is that you can start with some tools in your stack and make small adaptations… The labels of ABM platforms differ widely so we want to be cautious and thoughtful.”

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