Win the Year: Building Sales Pipeline with ABM

ABM, or account-based marketing, is a strategy that focuses on targeting and engaging specific accounts that are most likely to buy your product or service. ABM can help you accelerate your sales pipeline by creating personalized and relevant experiences for your prospects, aligning your sales and marketing teams, and leveraging data to optimize your campaigns. In this article, we will share some tips on how to boost your pipeline velocity with ABM.

1. Align your sales and marketing teams

One of the key benefits of ABM is that it fosters collaboration and alignment between your sales and marketing teams. By working together on a shared list of target accounts, both teams can coordinate their efforts and resources, avoid duplication and confusion, and deliver consistent and coherent messages across the buyer journey. To achieve sales and marketing alignment, you need to establish clear goals, roles, and processes, use the same platform and metrics, and communicate frequently and effectively.

2. Identify and prioritize your target accounts

The success of your ABM strategy depends largely on how well you select and prioritize your target accounts. You want to focus on the accounts that have the highest potential value, fit, and likelihood to buy from you. To identify and prioritize your target accounts, you need to use a combination of data sources, such as your CRM, web analytics, social media, third-party databases, and customer feedback. You also need to define your ideal customer profile (ICP) and buyer personas, and use them as criteria to score and rank your accounts.

3. Create personalized and relevant content and offers

Develop personal and …

…relevant content and offers, you need to do your research, segment your accounts, map your content to the buyer journey, and use dynamic and interactive formats.

Once you have your target accounts, you need to create content and offers that are tailored to their specific needs, challenges, goals, and preferences. You want to show them that you understand their pain points, that you have a solution that can help them, and that you can provide value at every stage of the buyer journey. To create personalized and relevant content and offers, you need to do your research, segment your accounts, map your content to the buyer journey, and use dynamic and interactive formats.

4. Choose the right channels and tactics to reach your target accounts

Another important aspect of ABM is choosing the right channels and tactics to reach your target accounts. You want to use the channels and tactics that are most effective and efficient for your goals, budget, and audience. You also want to use a mix of inbound and outbound methods, such as email, social media, webinars, events, ads, direct mail, and phone calls. To choose the right channels and tactics, you need to test and measure your results, and optimize your campaigns accordingly.

5. Track and measure your ABM performance and ROI

Finally, you need to track and measure your ABM performance and ROI. You want to know how well your ABM strategy is working, what are the results and outcomes, and what are the areas for improvement. You also want to justify your ABM investment and demonstrate its value to your stakeholders. To track and measure your ABM performance and ROI, you need to define your key performance indicators (KPIs), such as pipeline velocity, conversion rate, deal size, customer lifetime value, and customer satisfaction. You also need to use the right tools and dashboards to collect and analyze your data, and report your findings and insights.

Conclusion

ABM is a powerful way to build your sales pipeline and grow your revenue. By following these tips, you can implement a successful and cost-effective ABM strategy that delivers high-quality, engaged leads from your target accounts.