By Kshitij Depda Published on : Aug 4, 2022
According to a recent report by 6sense," despite the importance ABM approach plays in their marketing mix, approximately 60% of the firms that claim to be 'account-based' are still largely focused on producing MQLs." For this reason, many of our clients turn to us for assistance in developing and executing an actionable plan. Building a target account list with the appropriate leveling and segmentation is one of the top areas where clients require help.
ABM is typically shown as a multi-layered pyramid, with each tier addressing fewer accounts and more targeted marketing efforts as you advance up the pyramid. Since it only occurs when the triangle is narrowest and only focuses on a limited subset of strategically significant accounts at one particular stage of their journey, this strategy differs significantly from pursuit marketing.
You may transition to a multi-layered ABM approach for a more effective and integrated way to organize your ABM campaigns by correctly tiering and segmenting your audiences.
Breakthrough Your ABM
In segmenting account lists, you want to focus on characteristics that indicate an account will respond quickly and with an increased likelihood of engaging with your campaigns, solutions, or the communication process. By segmenting accounts, you can determine when they will respond to you and if they are a great match for your ideal customers. Following are some questions to ask when building and vetting your list:
The following three essential (and specific) segmentation inputs are vital for success as you move forward in building this list and assessing ideal customers:
a. Ensure the list reflects what they see, explain the logic behind the creation of the list, and ask for their feedback.
Tagging based on ABM
Technology, data, and research are combined with account leveling to give your best accounts a top priority. In the end, you want to organize your tiers according to the accounts that might potentially increase income or strategic value for your company. A three-tiered strategy is found to be most effective by most B2B businesses:
Rank 1—or High-priority accounts are ideal customer profile fits, similar to your highest value customers. By referring to these as campaigns, each one gets deep research, a customized plan, and personalized content. Ideally, you will have a handful of accounts for your Sales, Marketing, and Executives to cultivate.
Rank 2 accounts—or medium priority ABM accounts are ideal customer fits but have a lower intent value. These accounts won't get content regularly, but they should still get highly relevant touches based on their industry and persona. On this list, you'll typically have 100–500 accounts that need some sales participation.
Rank 3—least important accounts are those that require traditional programmatic marketing with account-level targeting to win their business. These lists, which may contain hundreds of accounts, merely require marketing assistance. They're worth pursuing but typically not worth investing significant resources to win a customer's business. You monitor interaction at the account level rather than scoring leads.
How do you execute your ABM campaign? Let us know — we'd love to hear from you.
By Kshitij Depda
Published on 4th, Aug, 2022
According to a recent report by 6sense," despite the importance ABM approach plays in their marketing mix, approximately 60% of the firms that claim to be 'account-based' are still largely focused on producing MQLs." For this reason, many of our clients turn to us for assistance in developing and executing an actionable plan. Building a target account list with the appropriate leveling and segmentation is one of the top areas where clients require help.
ABM is typically shown as a multi-layered pyramid, with each tier addressing fewer accounts and more targeted marketing efforts as you advance up the pyramid. Since it only occurs when the triangle is narrowest and only focuses on a limited subset of strategically significant accounts at one particular stage of their journey, this strategy differs significantly from pursuit marketing.
You may transition to a multi-layered ABM approach for a more effective and integrated way to organize your ABM campaigns by correctly tiering and segmenting your audiences.
Breakthrough Your ABM
In segmenting account lists, you want to focus on characteristics that indicate an account will respond quickly and with an increased likelihood of engaging with your campaigns, solutions, or the communication process. By segmenting accounts, you can determine when they will respond to you and if they are a great match for your ideal customers. Following are some questions to ask when building and vetting your list:
The following three essential (and specific) segmentation inputs are vital for success as you move forward in building this list and assessing ideal customers:
a. Ensure the list reflects what they see, explain the logic behind the creation of the list, and ask for their feedback.
Tagging based on ABM
Technology, data, and research are combined with account leveling to give your best accounts a top priority. In the end, you want to organize your tiers according to the accounts that might potentially increase income or strategic value for your company. A three-tiered strategy is found to be most effective by most B2B businesses:
Rank 1—or High-priority accounts are ideal customer profile fits, similar to your highest value customers. By referring to these as campaigns, each one gets deep research, a customized plan, and personalized content. Ideally, you will have a handful of accounts for your Sales, Marketing, and Executives to cultivate.
Rank 2 accounts—or medium priority ABM accounts are ideal customer fits but have a lower intent value. These accounts won't get content regularly, but they should still get highly relevant touches based on their industry and persona. On this list, you'll typically have 100–500 accounts that need some sales participation.
Rank 3—least important accounts are those that require traditional programmatic marketing with account-level targeting to win their business. These lists, which may contain hundreds of accounts, merely require marketing assistance. They're worth pursuing but typically not worth investing significant resources to win a customer's business. You monitor interaction at the account level rather than scoring leads.
How do you execute your ABM campaign? Let us know — we'd love to hear from you.
