ABM has evolved, from marketing buzzword to broadly accepted and adopted B2B marketing strategy. There are now numerous SaaS platforms dedicated to ABM, respected courses, qualifications and dedicated consulting practices.
Thousands of organizations worldwide are seeing success with ABM and many firms now have marketing teams dedicated to executing ABM programs. Generally, the B2B play is likely to be centred around securing new sales for certain lines of business. With ABM we need to start thinking in a very granular way.
Let’s take a look at some key considerations for executing an ABM strategy using Salesforce Pardot.
Defining your key accounts and targets
There’s likely to be definitive attributes associated to your key accounts. What does an ideal customer with a preferable lifetime value (LTV ) look like? With ABM you’re able to identify your target account and subsequently engage that audience with personalized content.
Most often, there will be multiple individuals within an account who require attention. Identify the most relevant buyer personas from your target account and build these into your program. You might also want to be positioning certain lines of business to your target accounts.
Buyer personas can be easily siloed in Pardot using profiles. With profiles, prospects can then be scored by each line of business using scoring categories and graded to give an indication of how interested you should be in the prospect.
ABM as a tool for improved marketing and sales alignment
Clearly distinguish what the value proposition will be for each buyer persona you’ll be targeting in an ABM program. Having the ability to sell your services based on the understanding of the adding value is a critical capability. Support sales by communicating that value from the offset with focused and concise digital advertising and content.
Having a quantified value proposition (QVP) is required to maintain continuity between marketing and sales. Ensure that the QVP is updated and specific to each set of accounts and buyer personas.
Maintain assets within Pardot and ensure that your sales team has access to the latest versions. With one-to-one emails your sales team can be encouraged to use content which has been curated by marketing with the QVP in mind.
Some salespeople will be more adept at working with certain accounts. Make sure there’s rules in place to determine which accounts go to whom once they’ve been marked as marketing qualified. Create custom lead assignments in Pardot using automation rules to ensure that that the best value sellers are matched with the biggest opportunities.
Personalized content Is king
One of the core principles of ABM is to target your key accounts in a highly personalized way. Ensuring that you speak to each individual in a way that is tailored to their persona is crucial. Fortunately, Pardot makes it possible to personalize various digital assets with dynamic content.
When reviewing the content strategy for an ABM program, divide the plan into segments based on the personas you’re going to target. For example, if you wish to engage with individuals in procurement, they’ll require very different messaging and content materials to personnel in operations.
With these clearly defined personas you’re able to plan how assets can be personalized with dynamic content and what the angle of each piece might be. Pardot allows you to personalize forms, landing pages, emails and websites. Be creative about how you tailor the message for each persona to improve your chances of driving engagement.
The whole premise of ABM is that a one size fits all approach isn’t effective. It’s the role of the marketer to demonstrate precision targeting at each stage of the sales cycle to drive conversions.
For more on how to achieve your strategic objectives with ABM, check out GetFunnel’s latest eBook, ‘Fuel growth marketing with Pardot and account-based advertising.