Comprehensive Account-Based Marketing Strategy Blueprint for Top-Tier Accounts

 
ACCOUNT-BASED MARKETING (ABM)
STRATEGY 
TEMPLATE – EXAMPLE
 
Use this account-based marketing (ABM) strategy
blueprint to home in on top-tier accounts and
ensure consistency in your account-based
marketing initiatives. Fill in key areas such as aims
and aspirations, priority accounts, customer
profiles, content blueprints, media approaches,
interaction methods, collaboration blueprints,
financial allocations and assets, key performance
indicators, schedules, and evaluation and
feedback cycles. By integrating this framework,
your marketing team can align their objectives
with sales and boost conversion rates, thereby
elevating company revenue and enhancing
brand prestige.
 
ACCOUNT-BASED MARKETING (ABM)
STRATEGY 
CONTENTS
 
Objective and Goals
Target Accounts
Buyer Personas
Content Strategy
Channel Strategy
Engagement Tactics
Coordination Plan
Budget and Resources
KPIs and Metrics
Timeline
Review and Feedback Loop
 
Objective and Goals
 
Target High-Value Accounts Precisely
Align Sales and Marketing Efforts
Efficiently
Maximize Return on Marketing
Investment (ROMI)
Deliver Personalized and Relevant
Messaging
Shorten Sales Cycle for Key Accounts
 
 
OBJECTIVE
 
Increase Positive
Charge's market share
by targeting the top
100 environmentally
focused enterprises
and securing at least
20 new partnerships
by year-end.
 
GOALS
 
With ABM, you can clearly define your purpose
and achieve measurable outcomes.
Target major tech campuses, green-focused corporations, and large-scale
commercial parks in the West Coast region, prioritizing those with sustainability goals.
 
Target Accounts
 
Gather your criteria for account selection and make a list of specific target companies.
TARGET
STATEMENT
 
Score of
  
0 – 10
Text
A sustainability officer in a mid-to-large corporation who is
keen on implementing green infrastructure and measures
ROI in terms of carbon offset and corporate responsibility.
 
Buyer Personas
 
Include detailed profiles of decision-makers within target accounts.
Eco-Ellie
Persona Two
Text
Persona Three
 
ICP
  
I
  
Ideal Customer Profile
Text
INDUSTRY
Text
TYPE OF BUSINESS
Text
COMPANY SIZE
Text
LOCATION / MARKET
Text
TECH STACK
Text
REVENUE
Text
INVESTMENT
Text
WORK STYLE
Text
PAIN POINT
Text
GOAL
Text
BUDGET
Text
WHERE USERS SPEND TIME
13 Years
COMPANY AGE
Develop whitepapers on the environmental impact of EV charging, webinars
showcasing Positive Charge's logistics solutions, and case studies from existing partners.
 
Content Strategy
 
Include customized content that’s tailored to resonate with each buyer persona.
STRATEGY
STATEMENT
Engage via LinkedIn sponsored content that targets sustainability
professionals; conduct webinars; and attend green-tech conferences.
 
Channel Strategy
 
Identify the most effective channels to reach the target accounts.
CHANNEL STRATEGY
STATEMENT
Channel One
Channel Two
Channel Three
Channel Four
Channel One
Channel Two
Channel Three
Channel One
Channel Two
Channel Three
Channel Four
TACTICS
 
Define Problem           Consider Solutions           Evaluate Vendors           Decide
Initial
Research
Social
Network
Web
Research
Buyer
Committee
Buyer
Contact
Validation
Evaluation
Decision
Social
Media
 
OBJECTIVES
 
Engagement Tactics
 
Use specific tactics for engaging target accounts, such as personalizing emails or events.
Schedule a monthly sync-up between sales and marketing to discuss leads,
content requirements, and feedback from target accounts.
 
Coordination Plan
 
Ensure alignment between sales and marketing teams throughout the ABM process.
COORDINATION
STATEMENT
 
You can build an alignment index data and radar chart with Smartsheet’s 
ABM Sales and Marketing Alignment Template.
 
ALIGNMENT INDEX DATA
 
RADAR CHART
 
Enter a score of 0 to 5.0
 
Allocate the budget and necessary resources for executing the ABM strategy.
Allocate $50,000 for targeted LinkedIn campaigns, content creation, and conference
attendance. Designate a team - including one person from sales, one from marketing,
and one from technical support - to lead the ABM strategy.
BUDGET
STATEMENT
 
Budget and Resources
 
KPIs and Metrics
MONTHS
 
Use KPIs to measure and evaluate the success of the ABM initiative. Track metrics like the
following: the number of engaged target accounts; the conversion rate from
engagement to partnership; and the overall revenue increase from targeted accounts.
 
Relationship /
Reputation / Revenue
 
Timeline
 
Phase /
Milestone
 
Week
Q1
Q2
Q3
Q4
 
Show the phase/milestone (and relevant deadline) to guide the execution of the strategy.
 
Timeline
 
Show the phase/milestone (and relevant deadline) to guide the execution of the strategy.
 
Timeline
 
Show the phase/milestone (and relevant deadline) to guide the execution of the strategy.
 
Review and
Feedback Loop
 
 
Conduct a q
uarterly
review of the ABM
strategy's progress,
adjusting your tactics
based on market
trends and the
feedback from
engaged accounts.
 
Review the ABM strategy’s progress regularly,
adapting the strategy as necessary.
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Develop a robust Account-Based Marketing (ABM) strategy to target high-value accounts effectively, ensuring consistency in marketing initiatives. This blueprint covers key areas such as objectives, priority accounts, customer profiles, content strategies, engagement tactics, budgeting, KPIs, timelines, and feedback cycles. By aligning marketing goals with sales, increase conversion rates, drive revenue growth, and enhance brand credibility.

  • ABM strategy
  • account-based marketing
  • top-tier accounts
  • marketing blueprint
  • sales alignment

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  1. Use this account-based marketing (ABM) strategy blueprint to home in on top-tier accounts and ensure consistency in your account-based marketing initiatives. Fill in key areas such as aims and aspirations, priority accounts, customer profiles, content blueprints, media approaches, interaction methods, collaboration blueprints, financial allocations and assets, key performance indicators, schedules, and evaluation and feedback cycles. By integrating this framework, your marketing team can align their objectives with sales and boost conversion rates, thereby elevating company revenue and enhancing brand prestige.

  2. ACCOUNT-BASED MARKETING (ABM) STRATEGY CONTENTS Objective and Goals Target Accounts Buyer Personas Content Strategy Channel Strategy Engagement Tactics Coordination Plan Budget and Resources KPIs and Metrics Timeline Review and Feedback Loop

  3. With ABM, you can clearly define your purpose and achieve measurable outcomes. Objective and Goals OBJECTIVE Increase Positive Charge's market share by targeting the top 100 environmentally focused enterprises and securing at least 20 new partnerships by year-end. GOALS Target High-Value Accounts Precisely Align Sales and Marketing Efforts Efficiently Maximize Return on Marketing Investment (ROMI) Deliver Personalized and Relevant Messaging Shorten Sales Cycle for Key Accounts

  4. Target Accounts Gather your criteria for account selection and make a list of specific target companies. TARGET STATEMENT Target major tech campuses, green-focused corporations, and large-scale commercial parks in the West Coast region, prioritizing those with sustainability goals. Score of0 10 Decision- Maker Inclination Account Potential Revenue Prioritization Score ICP Fit % Current Need Buying History Ranking Selection Criteria 4 4 0 3 4 15 9 Account A 8 2 4 1 4 19 7 Account B 6 0 7 8 2 23 4 Account C 1 7 8 1 6 23 5 Account D 1 3 5 7 5 21 6 Account E 1 0 0 0 1 2 10 Account F 10 1 3 7 4 25 2 Account G 5 3 6 2 2 18 8 Account H 4 4 10 4 2 24 3 Account I 8 3 10 0 5 26 1 Account J

  5. Buyer Personas Include detailed profiles of decision-makers within target accounts. Eco-Ellie A sustainability officer in a mid-to-large corporation who is keen on implementing green infrastructure and measures ROI in terms of carbon offset and corporate responsibility. Persona Two Text Persona Three Text

  6. ICP I Ideal Customer Profile INDUSTRY INVESTMENT LOCATION / MARKET GOAL Text Text Text Text COMPANY AGE 13 Years REVENUE TYPE OF BUSINESS B U DGET Text Text Text WORK STYLE Text COMPANY SIZE WHERE USERS SPEND TIME Text Text TECH STACK PAIN POINT Text Text

  7. Content Strategy Include customized content that s tailored to resonate with each buyer persona. STRATEGY STATEMENT Develop whitepapers on the environmental impact of EV charging, webinars showcasing Positive Charge's logistics solutions, and case studies from existing partners. Buyer Persona Custom Content Develop whitepapers on the environmental impact of EV charging, webinars showcasing Positive Charge's logistics solutions, and case studies from existing partners. Persona One Persona Two Text Persona Three Text Persona Four Text Persona Five Text

  8. Channel Strategy Identify the most effective channels to reach the target accounts. CHANNEL STRATEGY STATEMENT Engage via LinkedIn sponsored content that targets sustainability professionals; conduct webinars; and attend green-tech conferences. Target Accounts Most Effective Channels Account One Channel One Channel Two Channel Three Channel Four Account Two Channel One Channel Two Channel Three Account Three Channel Two Channel Three Channel Four Account Four Channel One Account Five

  9. Engagement Tactics Use specific tactics for engaging target accounts, such as personalizing emails or events. Define Problem Consider Solutions Evaluate Vendors Decide OBJECTIVES Initial Research Social Media Social Network Web Research Buyer Committee Buyer Contact Evaluation Validation Decision Make Aware and Educate Engage and Educate Connect and Educate Identify and Talk Sell Sell Differentiate Close Close TACTICS MESSAGE / THEMES TARGET AUDIENCE PAID OWNED EARNED Deliver Personalized and Relevant Messaging Top 100 environmentally focused enterprises Text Invite potential leads to a virtual tour of Positive Charge's latest EV charging facility, following up that event with a personalized proposal about how Positive Charge can fit into their sustainability goals. Text

  10. Coordination Plan Ensure alignment between sales and marketing teams throughout the ABM process. COORDINATION STATEMENT Schedule a monthly sync-up between sales and marketing to discuss leads, content requirements, and feedback from target accounts. ALIGNMENT INDEX DATA Enter a score of 0 to 5.0 RADAR CHART SALES MARKETING ALIGNMENT METRIC 2.3 4.0 Shared Goals and Objectives 3.8 2.3 Customer Journey Understanding 1.7 4.6 Content and Resource Sharing 4.4 3.1 Feedback Mechanisms 0.9 2.6 Integrated Technology and Tools 4.1 4.2 Performance Metrics and KPIs 2.9 3.5 AVERAGE SCORES 57% 69% OVERALL % You can build an alignment index data and radar chart with Smartsheet s ABM Sales and Marketing Alignment Template.

  11. Budget and Resources Allocate the budget and necessary resources for executing the ABM strategy. Allocate $50,000 for targeted LinkedIn campaigns, content creation, and conference attendance. Designate a team - including one person from sales, one from marketing, and one from technical support - to lead the ABM strategy. BUDGET STATEMENT Annual Budget Allocation YTD YTD EXPENSE ITEM Consumption Remaining Staff Salaries $100,000 50,000 50,000 External ABM Consultant Charges $54,000 24,000 30,000 ABM Trainings Vertical Account Research Account Development Messaging Development Web Development Content Creation Events, Roundtables, Etc. Direct Mail Digital Ads Sales Engagement Platform TOTAL $154,000 74,000 80,000

  12. Use KPIs to measure and evaluate the success of the ABM initiative. Track metrics like the following: the number of engaged target accounts; the conversion rate from engagement to partnership; and the overall revenue increase from targeted accounts. KPIs and Metrics Relationship / Reputation / Revenue MONTHS JAN FEB MAR APR MAY JUN METRIC METRIC TYPE Impressions Clicks Number of Engaged Target Accounts Number of Meetings Booked Number of Executive-Level Leaders Connected Opportunities Overall Increased Revenue $ NPS Score Only for Existing Accounts Expansion Number of Advocates Only for Existing Accounts Expansion

  13. Timeline Show the phase/milestone (and relevant deadline) to guide the execution of the strategy. Q1 Q2 Q3 Q4 Phase / Milestone 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 Week Identify High-Value Prospects Engage Target Accounts Deepen Engagements Start Partnerships Secure Partnerships Evaluate Campaign

  14. Timeline Show the phase/milestone (and relevant deadline) to guide the execution of the strategy. MILESTONE PHASE Owner Expected Start Deadline 1 Identify High-Value Prospects 00/00/0000 00/00/0000 1 Do Market Research for EV Requirements 1 Prioritize Accounts by Revenue Potential 1 Do Geographic Targeting 1 Do Industry Trend Analysis 2 Create EV Infrastructure Whitepapers 2 Share Benefits of Positive Charge Infographics 2 Create Customized Video Testimonials 2 Create ROI Calculators for EV Charging 2 Transition to EV eBooks 3 Run LinkedIn Targeted Ads 3 Do Email Drip Campaigns

  15. Timeline Show the phase/milestone (and relevant deadline) to guide the execution of the strategy. MILESTONE PHASE Owner Expected Start Deadline 3 Send Webinar Invitations 00/00/0000 00/00/0000 3 Retarget Ads on Industry Websites 3 Run Sponsored Content on EV Blogs 4 Do VIP Demos of Positive Charge Products 4 Host Exclusive Webinars for Key Decision-Makers 4 Offer Positive Charge Facility Tours 4 Write Custom Proposals and Pitches 5 Track Conversion Rate 5 Track Website Engagement 6 Issue Feedback Surveys 6 Give Exclusive Offers to Early Adopters 6 Launch Referral Program

  16. Review and Feedback Loop Review the ABM strategy s progress regularly, adapting the strategy as necessary. Conduct a quarterly review of the ABM strategy's progress, adjusting your tactics based on market trends and the feedback from engaged accounts.

  17. DISCLAIMER Any articles, templates, or information provided by Smartsheet on the website are for reference only. While we strive to keep the information up to date and correct, we make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability, or availability with respect to the website or the information, articles, templates, or related graphics contained on the website. Any reliance you place on such information is therefore strictly at your own risk.

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