A Practical Playbook for Account Based Marketing

Account Based Marketing
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Looking to give your sales a boost?

There is a renewed interest in Account-Based Marketing (ABM) and it currently has two definitions:

1) a strategy for marketing to existing clients for the purpose of cross-selling or expanding presence within an account, and
2) an alternative to “buyer persona marketing,” whereby named accounts are micro-segmented with messaging that is hyper-specific to their needs.

DiscoverOrg recently partnered with ListenLoop to improve our own ABM program. Based on our own lessons learned, we decided to create an Account-Based Marketing Playbook that identifies how to take a more targeted approach to the sales and marketing process – ultimately leading to faster growth.

Written by Rodrigo Fuentes, CEO & Co-Founder of ListenLoop, and our very own Henry Schuck, CEO of DiscoverOrg, this playbook provides actionable tactics for setting up an ABM strategy for long-term success.

We took some time to speak with both writers about their thoughts on ABM in general and what excited them most about this new resource for sales and marketing teams. Below are some highlights of those conversations.

Q: What do you think is the most compelling aspect of this eBook?

Fuentes: “The most compelling part of our ABM book is that it is tactical and thorough. Most other eBooks I’ve read on the subject are theoretical and leave the reader wondering, ‘that’s great, but how I do I execute this strategy?’  Our playbook sheds light on this question through detailed examples and tactics every marketer should consider.”

Schuck: “One of the most frustrating things about a lot of the content currently available on ABM is that it is not actionable. It is filled with a lot of fluff. We wanted to create a guide for someone who wants to start doing ABM today.”

Q: What results should companies expect when they put account-based marketing into play?

Schuck: “Building your ABM program is a marathon, not a sprint.” A sprint for sales would be sending out a mass email and blowing up everyone on your list. With ABM, the juice is worth the squeeze.”

Fuentes: Rome wasn’t built in a day, and neither will your ABM program. It takes time to orchestrate a multi-channel ABM strategy, but the wait is more than worth it.  Of course, you’ll need a few early victories – like meetings booked with your top accounts – to get past leadership’s initial scrutiny.”

The eBook itself is a practical strategy guide. It provides the reader with a step-by-step process to obtain buy-in from the key roles within your organization, identify the best customers to target with this strategy, scale the program, message effectively, and to measure results –  all designed to get an account-based marketing program off the ground.

Results of instituting this type of program are well worth it. Once you have started your ABM program,  you can bank on better quality leads, shorter sales cycles, and higher average deal size. Many of our customers use our sales intelligence to achieve these results through ABM strategies.

Account Based Marketing will elevate your current efforts on sales and provide incredible results. Don’t take our word for it, read the Account Based Marketing eBook here, and keep the conversation going in the comments below or catch us on social media.

Theresa joined DiscoverOrg in 2016 and currently serves as the Marketing Communications Specialist. She comes to ..read more