ACCOUNT-BASED
MARKETING FRAMEWORK
5 Steps To Building A Successful ABM Campaign
Marketing (and sales teams, too) are shifting towards a more targeted marketing approach. And while account-based marketing comes with many benefits, it’s easy to go astray if you don’t have the proper framework in place.
Check out the five steps to building a successful ABM campaign below, then get the ABM Planning Workbook to put them in action.
FOUNDATION
Every framework requires a solid foundation to build from, and ABM campaigns are no exception. Having the right supporting data, technology and people in play sets your campaign up for success before it even begins.
INPUTS
Getting the right inputs should be a deliberate process that includes identifying your target accounts, defining personas, choosing which product or solution to promote, developing a compelling message and selecting the right channel for your ABM campaign.
ORCHESTRATION
Once the foundation is established and the inputs are gathered, you’re ready to launch. Creating assets like a campaign playbook and setting team check-in meetings help make sure your campaign goes off as planned and stays on track.
MEASUREMENT
ABM campaign success isn’t measured in activities but in results. Clearly defining what campaign success looks like allows you to do more of what’s working and less of what’s not.
ITERATE
If you don’t learn from your past campaign mistakes, you’re destined to repeat them. Take what you learn from your campaign successes and failures and apply it to the next one.
Ready to target and win new business?
Get the ABM Planning Workbook.
The ABM Planning Workbook covers the questions we ask our clients in order to identify gaps and uncover areas of strength as we help them build, execute, measure and iterate effective ABM campaigns.
The workbook will help you structure your planning, direct your activities and gain key insights into what it takes to establish a dynamic framework for ABM success.
SYMBIONT GROUP
Symbiont Group is an integrated marketing agency that helps B2B companies target, engage, reactivate and sell MORE.