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