You can’t pull off an ABM strategy without the right marketing stack. The right stack can mean the difference between strategically influencing the right people in key accounts and a disjointed marketing and sales effort that fails to execute a winning customer acquisition strategy.
Building out the right stack is an investment – one that can be tailored to a budget of any size. In part one of this post, I’ll focus on the types of things you should establish before making any investments in your stack.
In part two, I’ll provide some tips for building the ultimate marketing stack with an unlimited budget. I’ll tie those tips with specific interaction and engagement tactics you can use to execute your ABM strategy.
I’ll scale it down and recommend ways to leverage existing technologies and low-cost tools to build the ultimate marketing stack on a tight budget in part three of this post.
ABM Automation Aligns Sales and Marketing
No matter your budget, ABM automation has to deliver ROI while being scalable. Before you build your stack, remember your objective: To align marketing and sales activities to optimize your ability to target the right people within identified accounts.
Odds are you already have a CRM solution in place and some marketing automation. It probably includes a CMS solution as well. Creating an alignment with these tools is the first step in creating ABM automation.
Sales must be able to prospect effectively in these accounts. They have to be able to place focus on the right targets.
Marketers must be able to serve up amazing cross-channel customer experiences with content that is personalized, relevant and timely.
You’ll also want your automation to allow marketers to track the impact they have on revenue at an account level to determine ROI.
Establish Your ABM Automation Needs
Once you’ve aligned your existing tools, you can begin to figure out where you might have some gaps in technology and begin to fill those. There’s an enormous amount of technology out there to fill those gaps. By focusing on three key areas where automation can help: account selection, personalized content, and interaction and engagement, a solution will reveal itself fairly easily.
- Who: Account Selection
If you’ve adopted an ABM strategy, then you’ve most likely developed a list of accounts that you want to target based on things like size, revenue or vertical. A data vendor like Datanyze can allow you to segment accounts by tech stack, industry, company size, revenue, and more. Discover.org is another leading B2B marketing and sales intelligence solution.
Predictive analytics take account data management a step further by providing insights about targeted accounts based on data analysis. With predictive analytics, marketers can create quantifiable target lists based on multiple variables. Predictive ABM analytics run on the basis of attribution tracking and lead-to-account mapping. Lattice Engines, Ignite Technology’s infer and Bombora are leaders in predictive analytics.
Software like Engagio or Marketo ABM will also help you measure engagement of target accounts on your website, enabling predictive analytics so you can segment and target accounts accordingly. Almost all predictive analytics tools integrate with most CRMs to maximize sales and marketing alignment.
- What: Personalized Content
Because data will drive your ABM strategy, you’ll want to have a clear vision for how to use data and analytics to further your objective. A good contact strategy will allow you to get a good view of the prospects within your target accounts. You want to know what a good account looks like and who the individuals are that you’re targeting within an account.
This data will most likely come from many places within an account so you’ll need a tool with an integrated approach to data sourcing and model building. It will help you to be more precise with your targeting and personalization at scale for all of your accounts.
Comprehensive tools like Clearbit and FullContact are considered best-in-class in this regard. Such tools will provide a granular view of accounts and contacts, allowing you to develop different personas.
Once you’ve determined who the stakeholders are within your targeted accounts, you can then deliver highly personalized messages across multiple channels. In part two of this post, we’ll look at some tactics for interaction and engagement and some tools you can use to successfully execute.
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