There are different types of use cases you can solve with ABM. We will list the most common ABM plays for you to get inspired when defining your own Strategy Setup in the next onboarding phase.
First, pick the stage of the Account Journey to focus on that aligns with your ultimate account-based and business goals. How do you plan on engaging those accounts, and contacts, and measuring progress and success?
These Account-Based Programs will give you an action plan on how to achieve the following goals:
- Identify high fit accounts and members of the buying committee
- Identify in-market accounts and contacts that require prioritization
- Surface account data (fit, intent, engagement, advertising) in my reporting source of truth (CRM) or data warehouse
- Execute cross channel campaigns (email, chat, advertising) that align messaging and experience
Here are a few plays and tactics we recommend to use in your Advertising efforts to complement your ABM strategy.
Increase Brand Awareness & Engagement
Increase Marketing Qualified Accounts
The goal of this play is to nurture engaged accounts coming to your website to become qualified for sales to begin outreach.
Generate New Opportunities & Drive Revenue
The goal of this play is to nurture your MQA/SQA to make them more likely to respond to your Sales team and drive net new pipeline, helping to reduce time to close and drive closed won opportunities.
Cross-Sell & Retention
The goal of this play is to support your Sales team by identifying accounts and contacts that are ripe for outreach based on risk or growth signals.
Next Steps
Click here to continue with your next onboarding topic: Strategy Setup