Are you ready for
Account-Based Marketing?

Account-based marketing (ABM) is a strategic approach where a business focuses its resources and efforts on targeting specific individual accounts or companies, rather than a broader audience.

Let’s find out!

A B2B company focuses on providing goods or services specifically tailored for other businesses, rather than catering to individual consumers.

Are you a B2B company?

Yes
No

If you’re a B2C company, it’s likely that your target market is pretty large.

You won’t be able to easily personalize your marketing efforts.

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Great start!

ABM works great for B2B companies so that you can select specific companies and contacts that you want to target

Are you selling high-priced items or large contracts?

Yes
No

ABM hones in on the accounts with the highest potential value.

If your product isn’t priced at a premium, your return on investment will not justify the money, resources, and time needed to run an effective ABM campaign.

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At BlueByrd, we like to say “Do you sell really expensive things to a few people” for ABM. The higher the cost of the item, the more careful and skeptical your customer will be in the purchasing process. This is where personalization and building trust can help.

Are you selling to a relatively small TAM or have a lower volume of deals?

Yes

We can list out our target customers

No

We are selling to
the masses

A main aspect of ABM is highly personalized content, calling out the company name and sometimes the contact name in advertising.

If you’re selling to a large TAM, it makes this personalization extremely difficult.

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You’re already ahead!

The point of ABM is to target a few of your highest value potential customers. If you have a list of companies, make sure to do some research and get some contacts at those companies as well.

Do you have a long sale cycle?

Yes

Yes, it’s 6 months
or more

No

No, it’s less
than 6 months

ABM is a marathon effort based on brand awareness and relationship building.

If your sales cycle is short, you’ll be more effective and have a better ROI by using some quicker tactics opposed to the higher-spend and long-tailed nature of ABM.

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Perfect!

ABM is a marathon not a sprint. It is all about building the relationship with your prospects and serving them content dependent on where they’re at in their buyer’s journey.

Is there a multi-person buying committee?

Yes

There are multiple people who make the purchasing decision

No

There’s only an individual decision maker

ABM works great when there is a buying committee so you can engage with the right members of the buying committee with the right messaging at the right time with personalized interactions.

If you’re targeting an individual, there are other marketing tactics better suited for your needs.

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Good News!

ABM works best when there is a buying committee so that you can engage with the right members of the buying committee with the right message at the right time. Take it a step further and identify their buying role to tailor content even more.

Do you have the resources, time and budget to allocate to ABM?

Yes

We have a sizable budget to allocate to ABM

No

We don’t have a very large budget to allocate to these efforts

Your campaign won’t be effective if you don’t have the budget to allocate towards it.

It’s not impossible to do it on a limited budget, but it makes it harder to be successful. If you do have the budget for it (especially on the front-end), the results will speak for themselves.

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Start prepping your team!

ABM is a significant investment. From content creation and targeting your prospects through various tactics, to aligning your sales and marketing teams and making adjustments, ABM is time-intensive and high-cost.

Do you know your target customer and their buyer’s journey?

Yes

I know
everything

No

I know most
about them

You need to have a clear picture of your audience before you start choosing tactics. Check out this article on positioning

Read article now

In addition, consider conducting Voice of the Customer research to learn more about your buyers

Read article now
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Great!

You’ll need to know exactly what type of content to serve them and at what time to help them in making their buying decision. It’s important to know the challenges and pain points they face, while offering a solution.

How often do your sales and marketing teams communicate?

Very often
Only sometimes

If your sales and marketing teams don’t communicate and work together regularly, an ABM campaign won’t be effective.

Download our checklist to ensure that your sales & marketing teams are aligned.

Download now
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Go teams!

Your sales & marketing teams need to be as aligned as possible to have a full understanding of the buyer persona, the message, the content, and the hand-off from marketing to sales. This alignment is also invaluable for feedback and adjustments.

Are you open to multi-channel marketing?

Yes

The more places we can reach our prospects, the better.

No

Our team really only targets our customers through one or two channels and that probably won’t change.

Getting in front of your customers wherever they spend their time is just as important as providing a personalized experienced.

Read about the importance of multi channel marketing and why you should branch out.

Read article now
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That’s the ABM mindset!

You should be meeting your prospects in as many places that you can with personalized content

Do you have a lot of content?

Yes

We have a bunch of content to use at our disposal

No

We have some,
but it could be more

If you’re stuck on “no” for any of these, try some lead and demand gen tactics.

Read more here

If you’re not ready for ABM quite yet,
we can get you ABM ready!

Contact us for a FREE discovery consultation.

Let’s talk now!

It’s time to conduct a content audit. With your target audience in mind, what content do you have? What content do you need? What content can you update? How heavy is the lift to make necessary updates?

Measure your content next to each step of your buyer’s journey to identify gaps. You should make sure you have enough content to support your ABM campaign before you launch.

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We still recommend conducting a content audit, but if you have a lot of content already, it will make your life a lot easier in preparation to launch your campaign. Make sure you have content for every stage of the buyer’s journey for all of your personas that speaks to the challenges and pain points that they face.

You’re ready for ABM!

Account-Based Marketing can be a lot of work, but the return on investment is worth it if done correctly. Contact BlueByrd if you need some assistance setting up and launching your ABM campaign.

Contact Us Now
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