Discover

• Find high-value accounts: We start by identifying and gathering detailed information on potential accounts that fit your exact Ideal Customer Profile. We understand who they are, what they care about, their challenges, and why they’re a good fit for your business.
• Gather market insights: Alongside account research, we gather broader market and industry information to understand the market status quo your target accounts operate in.

Audit

• Check your current marketing: Review your current strategies, tactics, campaigns, and resources to understand what’s working and what’s not. This helps us (and you) figure out where your process is strong and what needs to be improved.
• Assess your resources: Look at the tools, content, and team capabilities you have now, and figure out what else we might need to make your ABM strategy work.

Understand

• Dig into account needs: We love to go beyond basic research. We are looking to truly understand the specific needs, challenges, and goals of your target accounts. This includes knowing how decisions are made, how the DMU looks like, what their buying process is and who the key players are.
• Build the ideal customer profile: Create detailed profiles for the main decision-makers and influencers in your target accounts to make sure the messages and approach are correct, in their language, and they can deliver the promised results.

Strategy design

• Create a customized ABM strategy: In this step we use the insights we’ve gathered to design a strategy that matches your business goals. Our strategy design process is personalized to address your specific needs and the needs of each target account, with clear tactics, actions, templates, scripts, and any other resources we might need for engaging and converting them.
• Channels matrix and messages: Now, we pick the best ways to reach your target accounts and create messages that speak to their specific challenges and goals. On their channels, in their own words.
• Set clear goals and KPIs: Final step of this process is to define what success looks like with specific, measurable goals and KPIs that will guide your ABM efforts, step by step.

Implement ABM tools and platforms

• Choose the right tools: We select and implement the necessary ABM platforms and tools, such as CRM systems, marketing automation platforms, and account analytics tools, to support your strategy.
• Integrate systems: We make sure all ABM tools are integrated with each other and with your existing tech stack. This way you can have seamless data flow and communication between teams.

Configure lead tracking

• Set up lead tracking: We configure your CRM and marketing automation tools to track account interactions across multiple channels, making sure that all relevant data is captured.
• Establish lead scoring criteria: We define and configure lead scoring models based on the behavior and engagement levels of your target accounts to prioritize follow-up actions.

Personalize content and messaging templates

• Create personalized templates: We develop and set up content and messaging templates that can be easily customized for each target account. These include email templates, landing pages, case studies, use cases, reports, lead magnets, and ad creatives.
• Automate personalization: We use marketing automation tools to automate the personalization of messages based on account data, ensuring relevant and timely communication.

Set up reporting and analytics

• Define metrics and dashboards: We establish the key metrics that will measure the success of your ABM efforts and set up dashboards to monitor these metrics.
• Automate reporting: We configure automated reporting processes to regularly update the team on progress against KPIs, making it easier to adjust tactics as needed.

Align sales and marketing processes

• Document workflows: We clearly document the workflows for how marketing-qualified leads (MQLs) will be handed off to sales, ensuring there is a seamless process for follow-up.
• Train teams: We provide training for marketing, sales, and customer succes teams on the strategy, processes, tasks & responsibilities, and expectations to ensure smooth execution.

Identifying target accounts

• Data-driven approach: We use data analytics and machine learning to identify high-value accounts for your business. For example, we use deep tech data providers like Veridion to discover and rank potential high-value accounts that align with your objectives.

• High-value social audience index: We leverage social media analytics to identify and target audiences with high conversion potential. By analyzing social media interactions and engagement, we pinpoint users most likely to become valuable customers.

• Collaboration with sales team: We work closely with your sales team to align on criteria for selecting target accounts. This ensures that both marketing and sales are focused on accounts with the highest potential for revenue and strategic fit.

Data enrichment

• Data enrichment: We implement processes that use multiple data-points to gather and classify data from various online sources. This process helps us enrich your datasets with relevant and up-to-date information about potential accounts and discover trends in their operations that can help us start a conversation with them.

• Digital insight amplification: This step involves identifying the most promising potential customers and expanding your understanding of them. By gathering detailed insights, you can tailor your marketing efforts to better meet their needs and seize new business opportunities.

Identifying target accounts

• Data analysis for opportunity discovery: We analyze data to find patterns and trends that reveal potential engagement opportunities. By examining historical and current data, we identify the best times to connect with your target accounts.

• Using structured approaches: We use activity-based management to combine financial and performance data, helping us decide how to best target and engage your accounts. This ensures our strategies are effective and efficient.

• Leveraging advanced analytics and AI: We use advanced data analytics and AI to spot potential opportunities within your target accounts. This allows us to match your offerings with their needs, proposing solutions that are highly relevant.

3 to 6 months of testing and learning

Identify quick-win opportunities

• Focus on easy conversions: We target accounts that are easiest to convert based on existing relationships, recent engagement, or a clear alignment with your offerings.
• Launch targeted campaigns: We roll out small-scale, focused campaigns aimed at these accounts to quickly gather insights and validate our assumptions.

Test and validate assumptions

• Experiment with messaging: We use these initial campaigns to test different messaging strategies and content formats, finding out what resonates best with your audience.
• Assess channel effectiveness: We evaluate the performance of various communication channels to determine which ones are most effective in reaching your target accounts.

Gather insights and feedback

• Monitor engagement: We track how these accounts respond to your campaigns, focusing on metrics like open rates, click-through rates, and response times.
• Collect qualitative feedback: We work with your sales teams and directly engage with accounts to gather qualitative feedback on their perceptions and experiences.

Iterate and improve

• Analyze results: We use the data collected to understand what worked well and what didn’t, identifying key learnings and areas for improvement.
• Adjust strategies: We refine your overall ABM strategy based on these insights, making necessary adjustments to messaging, targeting, and channel selection.

Prepare for broader rollout

• Document learnings: We create a comprehensive report of findings from these initial campaigns to guide future efforts.
• Plan for scaling: We use the insights gained to plan larger-scale campaigns, making sure that successful tactics are expanded and less effective ones are improved or discarded.

Launch targeted campaigns

• Deploy multi-channel campaigns: We implement the personalized marketing strategies across selected channels like email, social media, and direct mail, ensuring consistency in messaging and branding throughout.
• Coordinate with sales: We make sure your sales teams are aligned with campaign timelines and messaging, maintaining a unified approach when engaging with target accounts.

Monitor and analyze performance

• Track engagement metrics: We continuously monitor key performance indicators (KPIs) such as engagement rates, conversion rates, and how accounts progress through the sales funnel.
• Use real-time analytics: We leverage real-time data analytics to assess the effectiveness of campaigns and make data-driven decisions to refine strategies as needed.

Optimize and iterate

• Conduct A/B testing: We regularly test different variations of content, messaging, and channels to find the most effective approaches for each account.
• Gather feedback: We collect feedback from your sales teams and other stakeholders to understand what’s working well and where adjustments might be needed.

Enhance customer relationships

• Personalize follow-ups: We use the insights gained from campaign interactions to personalize follow-up communications, strengthening relationships with your target accounts.
• Identify cross-selling opportunities: We analyze account data to spot opportunities for cross-selling or upselling additional products or services.

Review and adjust strategy

• Conduct regular strategy reviews: We hold periodic meetings to review the overall ABM strategy, assess progress towards goals, and make any necessary adjustments.
• Update account profiles: We continuously update and refine account profiles based on new insights and any changes in the accounts’ business environment.