Is ABM right for you?

Introduction 

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Account-based marketing (ABM) is an execution tactic that concentrates resources on a set of target accounts, using personalized campaigns with marketing messages to engage each account. When paired with an overarching go-to-market (GTM) strategy, ABM can be a winner, hands down. Many of the world’s best-known companies are using ABM successfully. 

For example, Thermo Fisher Scientific brought account-level data into their web analytics solution so they could identify the accounts that were visiting their website and better measure, analyze, and optimize their marketing programs. From there, they set up campaigns that were geared to the accounts visiting their website and also developed programs focused on declining accounts to move them back to stable ground.  

Now that you know a bit more about ABM, you might be wondering if it is right for you. To help you find out, we have created this workbook. It features 10 questions, one on each page, that can help you evaluate ABM, find gaps and uncover areas of strength, and determine whether and how you can build, execute, measure, and iterate successful ABM campaigns.

Download the Workbook here.

In this workbook you will ask yourself and your team the following quality questions:

1.  Do you have an overarching go-to-market strategy that dictates how your product fits in the market? What is it?

2.  Do you have a transactional or consultative sales model?

3.  How aligned are your marketing, sales, on-boarding, and success teams?

4.  How open to collaboration are marketing, sales, and customer success?

5.  Do you have leadership that is equipped to manage change and execution?

6. How are you planning on turning your GTM strategy into executable programs?

7. Do you have an ABM tactics list?

8. Is ABM right for you? Do you need help? 

Download here.

ABM Quick-start Program.