The first stage of the ABM Process involves determining if ABM strategies are indeed the best approach for your business growth. If they are, the next step is to develop a plan of attack that fosters a shared organizational understanding of the buying process, the individuals involved, and the ideal accounts to target. This can be effectively modeled by analyzing successful sales processes from your best customers to enhance your overall marketing program.
The second stage of the ABM strategies process establishes the parameters of the program for business growth: What are the goals and objectives? What will success look like in terms of an effective marketing program? How will the program be executed, and over what timeframe? Who are your players on the field, and what are their roles? What is the budget for your program? How often should your tactics be refreshed to ensure effectiveness? How often should your target account list be refreshed for optimal results? How will you track and monitor progress?
The third stage of the ABM Process is the period where your program is actively in-market. This phase typically begins with tracking intent and engagement for your target accounts and concludes after the final follow-up task linked to the last program touch-point. Effective ABM strategies during this stage are crucial for driving business growth.
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