Crafting an RFP for Your Brand's Account-Based Marketing Program

In the quest to find the perfect match for your Account-Based Marketing (ABM) program, an effective Request for Proposal (RFP) is your trusted ally. For brands seeking a partner agency that aligns seamlessly with their values and goals, an RFP is the compass that guides both parties towards a successful collaboration. Drawing from our extensive experience in the industry, Found&Chosen has distilled the essential ingredients for an RFP that will get you what you want.

Introduction: Setting the Stage

Begin by painting a vivid picture of your organization. Share a brief history and highlight the inflection point that has brought you to this RFP. What has changed, and why is now the time to seek a new partner? Offer insight into your position in the industry, your mission, target audience, and any past digital campaigns that left a lasting impact. This context empowers potential agencies to grasp the challenges and opportunities that lie ahead.

Access our Quality Questions for Writing an RFP for your ABM Program Workbook 

Objectives: Charting the Course

Define your program's goals with unmistakable clarity. Start by outlining the intended impact on your business. Are you grappling with a resourcing issue? Venturing into a new market? Seeking to engage with accounts that you have had no visibility into? Then, transition to your goals and expected outcomes. By specifying your objectives and linking program objectives to business goals, you enable ABM agencies to tailor their strategies and ensure the right metrics are in place for tracking success.

Audience: Nailing the Bullseye

Provide a crystal-clear definition of your intended audiences. If applicable, offer insights into personas or Ideal Customer Profiles (ICPs). Include information about other pivotal stakeholder groups if the need arises, such as investors, board members, current, and future employees.

Scope of Work: The Roadmap

Delve into the nitty-gritty of your current state of play. From resource allocation and maturity to tech stack and operational challenges - leave no stone unturned. The more explicit your expectations, the better ABM agencies can craft accurate proposals to address your needs.

Budget: Balancing Value and Cost

While precise figures aren't mandatory, sharing a budget range empowers agencies to propose financially feasible solutions. An ABM Program will sit around $100k USD per year (+ media spend) but can be dialed down or ramped up depending on resourcing and needs. Remember, the most economical option isn't always the best one; the value proposition matters too.

Duration: Time on the Horizon

Define the program's duration clearly. Whether it's a concise six-month project (the minimum amount of time to launch an ABM Program) or a long-term, multi-year partnership, establish unambiguous start and end dates.

Proposal Requirements: The Blueprint

Specify what you expect in proposals and the preferred format. Do you prefer written submissions, a pitch deck, or both? Feel free to outline the expected headings you'd like to see, such as insights, strategy, campaign ideas, tactics, executive visibility, influencer engagement, social strategies, measurement, onboarding plan, budget, and more.

Evaluation Criteria: The Scoring Matrix

Lay out the criteria for evaluating proposals. Consider factors like agency experience, creativity, cost, and past results in similar industries.

Submission Details: The Logistics

Conclude by clearly stating the submission deadline, preferred format (e.g., PDF, hard copy), and contact information for any queries or clarifications.

A meticulously crafted RFP is the cornerstone of a fruitful ABM agency partnership. By articulating your needs and expectations with precision, you pave the way for transparent communication and successful outcomes.

Let's embark on this journey of discovery together.