ABM Execution: The Path to Success
Elements of the ABM Execution Stage
Tactical Execution: The ABM approaches you select for your program will vary significantly depending on your target market. However, there are some key concepts that broadly apply to the ABM approach:
1. Buyer Intent signal detection - whether your market segment has a fixed target audience or your prospects fluctuate in and out of the buying process as their needs arise and are addressed, it is essential to identify which accounts are displaying early intent signals.
2. Low-cost digital advertising for ICP or potentially "in-market" accounts - for accounts considered valuable, whether they consistently fall within your target ICP or are showing early intent, your marketing efforts should include digital advertising through search engines and social media platforms like LinkedIn. This approach helps confirm buying interest and advances prospects along their journey, contributing to overall business growth.
3. Aggregate individual engagement scores at the account level - while tracking individual interactions, such as website visits, content downloads, or event attendance, is interesting, meaningful ABM signals are evident when multiple individuals within an account demonstrate engagement.
4. Attack high-value target accounts with high-impact, multi-touch campaigns - the limited set of accounts identified as "in-market" for your products or services, based on objective, aggregated engagement signals, is where the real work begins. The most effective marketing programs blend multiple touch-points (phone, email, direct mail) across various prospect contacts. Direct mail may encompass highly impactful, three-dimensional mailers with messages that cannot be overlooked by recipients.
5. Orchestrate response across go-to-market teams - the Marketing, Sales Development Representatives (SDR), and Account Management (AM/AE) teams must collaborate in a well-orchestrated manner to engage each target account. Each team member plays a specific role and will take the lead at different times during the sales process.
6. Monitor progress at the account level and refine - within your target account list, some accounts will fully engage and enter the formal sales process, while others may remain stagnant or drop out entirely. It is crucial to understand the status of each target account at all times and utilize that data to periodically refine lists and realign tactics, ensuring the effectiveness of your ABM strategies.
