steps to building an ABM program that is recession-proof //

Want to stop producing content that seems never-ending and feed the ABMmachine in the hope of a hit. Are you tired of anonymous or intent data that doesn’t produce results?

Your program must work better than ever in today’s difficult economic environment. A wide net cast in a sea of fewer fish is less effective. It is time to create a proactive, targeted program. This will take some effort. Here are five simple steps that will help you get started in building an ABM program ready for the market.

1. Target specific people or accounts

Account-Based Marketing is a marketing strategy that relies on actual accounts. You’ll also need a list with the key targets for each account. You can forget about trying to determine anonymous hits on your content or website. Invest in building a list.

2. What and who is important?

Not all prospects are equal. Not all prospects are important. The first will be passive and the second active. Not all engagements or responses are equally important.

You will need to know how your target’s personality is structured in order to make the distinction. This will give you valuable insights into the people and corporate culture you are dealing with.

3. You can use ‘friendlies to reach the real buyers

In today’s economic climate, “if it is not broken, then it won’t get fixed”, unless the problem is found. Instead of focusing on the C-suite, focus on the users.

Do not go to the decision makers, but rather the people with the need. There is still no decision for that group. You must build the case for the need and expose it.

4. Create the business case

As soon as you gain this insight, focus less on your solution and instead discuss how to alleviate the pain in that particular account. The solution should also be close to the core business operation.

Can you reduce costs, increase revenue, make your employees more productive etc. In today’s market, we are not in a “nice-to-have” environment. marketing and must work together.

Dig deep: Managing unpredictable situations: Aligning marketing, sales, and operations

5. Send it back

After you’ve created the business case, it’s important to speak to your key account targets in a way that they can understand. You need the right people taking action to move the purchasing process forward.

Knowing their personality type is crucial to motivating them. You can create marketing materials and offers that are highly customized and encourage action.

This approach can be divided into two parts: a front-end and a rear-end. As they say, you will need to “take orders” rather than “make orders.” Could I use any more clichés?

Sales and marketing must work together to create the problem or discover it.

Back end communication and selling of pain. To get the deal done, you’ll have to motivate your organization at three different levels: corporate, business line and individual. This is true for both existing and new accounts.

The information you collect on the front-end should provide the insights to help you build your messaging and business case at the back-end. This requires a coordinated effort between marketing and sales.

Dig deeper: 3 recession-defeating marketing strategies

ABM Programs that are recession-proof

You must be smarter and work harder in this market. It’s not about adding more tools or increasing scale. It’s all about identifying and leveraging the best opportunities. If only it were that simple.

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