Account Based Marketing (ABM) Playbook
This playbook provides the framework to develop an Account-Based Marketing (ABM) strategy for your firm. ABM enables companies to create highly personalized marketing campaigns based on a certain account’s wants, needs, or interests. An ABM strategy helps B2B Professional Services Firms become more focused in their marketing efforts because instead of having to market to thousands of potential accounts, they will have a more concentrated list.
This playbook will help you to select target accounts, determine market attractiveness and competitive assets, score accounts based on the market attractiveness and competitive assets, find the best data on your accounts, and finally, divide the accounts into tiers. The result will be a complete ABM strategy to start executing immediately.
Time to Complete:
Building Block of Growth:
Other Related Enablers of Growth:
- Online Marketing
- Segmentation Strategy
PowerPoint & Excel
Number of Pages:
An Account-Based Marketing strategy requires a significant amount of resources from both a time and commitment perspective.
This score is based on the positive impact that ABM can have on your business and the modest effort that is needed to do it.
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WHY USE THIS PLAYBOOK
An Account-Based Marketing strategy allows b2b professional services firms to spend each dollar of their budget on key accounts instead of throughout each stage of the marketing funnel, resulting in a better ROI.
Using this Playbook helps you develop an ABM strategy that will work for your firm to establish deeper connections with current & future customers.
WHO IS THIS PLAYBOOK FOR
This Playbook is for B2B professional services firms that want to strengthen their marketing efforts in order to win clients.
Most sophisticated B2B firms engage in some type of Account-Based Marketing.
HOW TO USE THIS PLAYBOOK
Review the guidelines set forth in this playbook. After reviewing the playbook, use the templates provided to develop an Account-Based Marketing program that will work for your firm.