The First 100 Days of an ABM Program

Account-Based Marketing (ABM) has become a strategic imperative for B2B organizations looking to drive targeted growth and build meaningful relationships with key accounts. The first 100 days of launching an ABM program are crucial for setting the tone and establishing a foundation for success. In this blog, we'll explore key aspects that should be tackled during this critical period to ensure a successful ABM journey.

1. Define Clear Objectives and Goals: The 4 Found&Chosen ABM Workshops

Before embarking on the journey of launching an Account-Based Marketing (ABM) program, it's imperative to define clear objectives and goals that align with your organization's broader business strategy. A strategic approach involves conducting a series of workshops, known as the "Found&Chosen ABM Workshops," to ensure that all stakeholders are aligned on key aspects related to Top of Funnel (TOF), Middle of Funnel (MOF), Bottom of Funnel (BOF), and Retention & Expansion (R&E).

A. TOF Workshop:

The Top of Funnel (TOF) workshop focuses on identifying and prioritizing target accounts. During this session, marketing and sales teams collaborate to outline criteria for selecting accounts that align with the overall business strategy. Key elements include:

• Ideal Customer Profile (ICP): Refine and update the ICP to accurately reflect the characteristics of high-value customers.
• Account Selection Criteria: Establish criteria for selecting accounts based on factors such as revenue potential, industry fit, and strategic alignment.
• Account Prioritization: Prioritize target accounts based on their likelihood to convert and contribute to the overall business goals.
• Content Strategy for Awareness: Discuss and outline content strategies that will capture the attention of these target accounts at the awareness stage. 

B. MOF Workshop:

The Middle of Funnel (MOF) workshop delves into the strategies and tactics required to engage and nurture leads once they are in the pipeline. Key components of this workshop include:

• Lead Scoring and Qualification: Develop lead scoring models to identify and prioritize leads that are most likely to convert.
• Content Mapping for Consideration: Create a content map that guides the development of materials specifically designed to move leads through the consideration phase.
• Sales and Marketing Collaboration: Define the handoff process between marketing and sales, ensuring a seamless transition of leads through the funnel.
• Technology Stack for Engagement: Identify and integrate technologies that support engagement and lead nurturing strategies.

C. BOF Workshop:

The Bottom of Funnel (BOF) workshop focuses on converting leads into customers and optimizing strategies for closing deals. Key discussions in this workshop include:

• Sales Enablement: Develop sales enablement materials and tools to support sales teams in the closing stage.
• Personalization Strategies: Explore advanced personalization techniques to tailor the approach for specific accounts in the final stages of the funnel.
• Objection Handling: Anticipate common objections and develop strategies for overcoming them.
  Metrics for Conversion: Define and align on key metrics to measure the success of bottom-funnel activities.

D. R&E Workshop:

The Retention & Expansion (R&E) workshop centers on strategies to retain existing customers and expand relationships for long-term growth. Components of this workshop include:

• Customer Success and Account Management Alignment: Foster collaboration between customer success and account management teams to ensure a unified approach.
• Cross-Selling and Upselling Strategies: Develop strategies to identify opportunities for cross-selling and upselling within existing accounts.
• Customer Advocacy Programs: Discuss the implementation of customer advocacy programs to leverage satisfied customers for referrals and case studies.
• Metrics for Retention and Expansion: Define and align on key metrics to measure customer satisfaction, retention rates, and expansion opportunities.

By conducting these Found&Chosen ABM Workshops, organizations can ensure that all stakeholders have a shared understanding of the goals and objectives at each stage of the funnel, fostering alignment and collaboration across teams. This collaborative approach lays a solid foundation for the successful execution of an ABM program, maximizing the impact on the organization's growth and revenue objectives.

Segmentation and Personalization Strategy:

Segment your target accounts based on shared characteristics, needs, and behaviors. Develop personalized messaging and content tailored to each segment. The more personalized and relevant your communication, the higher the chances of capturing your audience's attention and building meaningful connections.

Content Strategy and Development:

Crafting compelling content is a cornerstone of effective ABM. Develop content that resonates with your target accounts and addresses their specific challenges. This could include case studies, whitepapers, webinars, and other assets that demonstrate your understanding of their industry and offer valuable insights.

Select and Implement Technology Stack:

Invest in the right technology stack to support your ABM efforts. This may include account-based advertising platforms, CRM integrations, marketing automation tools, and analytics platforms. Ensure that these tools seamlessly integrate with each other to provide a unified view of your ABM activities.

Pilot Campaigns and Measure Performance:

Initiate pilot campaigns to test your strategies and tactics. Monitor key performance indicators (KPIs) such as engagement rates, conversion rates, and pipeline growth. Use these insights to refine your approach and optimize future campaigns.

Sales and Marketing Alignment:

Successful ABM requires a close alignment between sales and marketing teams. Establish clear communication channels and feedback loops to ensure both teams are working towards common goals. Regular meetings and joint planning sessions can facilitate this alignment.

Continuous Learning and Adaptation:

ABM is an iterative process. Use the insights gained from the initial campaigns to refine and adapt your strategies. Stay informed about industry trends and emerging technologies that can enhance your ABM efforts. A culture of continuous learning and improvement is key to long-term success.

Celebrate Quick Wins and Learn from Challenges:

Acknowledge and celebrate quick wins, no matter how small. Equally important is learning from challenges and setbacks. Use every experience as an opportunity to refine your approach and enhance the effectiveness of your ABM program.

The first 100 days of launching an ABM program are a critical period for laying the groundwork for success. By defining clear objectives, building a cross-functional team, leveraging data effectively, and continuously optimizing your approach, you can establish a robust foundation for a thriving ABM strategy. Remember, ABM is a dynamic and evolving process, and a strategic and agile approach will position your organization for long-term success.