In account-based marketing (ABM), account selection is the first step in the ABM process and, in my view, the most important activity. And most companies don’t do it well. In this post, we will explain why ABM Account Selection is so critical to get right, and I will help you develop an account prioritization matrix that works for you.Read More
ABM Acceleration - An Account-Based
Marketing Strategy Process
Who is ABM Acceleration for:
How the ABM Acceleration
We help healthtech firms move from considering ABM, starting their ABM strategy to scaling up ABM and
ABX across their organizations.
ABM and ABX Playbook
Define your ABM/ABX strategy in less than six weeks with the ABM Playbook
Generate demand and learn how to get ABM working with a 90-day ABM Pilot
Scaling ABM across the organization
Scale ABM across the organization and see your entire team increase demand and productivity
Transition from ABM to ABX
Transition from ABM to ABX and make your highest value customers even more profitable
Account-Based Marketing Strategy
Based On The Real Buyer Journey
Every journey starts with a first step. In ABM, it starts with a sound strategy.
Our approach to Account-Based Marketing Strategy is based on a deep understanding of the Buyer Journey. At healthlaunchpad, we have developed a buyer journey framework based on how buyers truly buy in healthcare from problem-solving, through evaluation and decision, to onboarding, using, expanding use to influencing the purchase decision of others.
In developing your Account-Based Marketing Strategy, we will help you identify in-market accounts who are showing intent, develop ways to engage them, improve how you convert them, and build a plan to grow these into highly profitable long-term customers.
How to Get Started
Our team ABM experts will help you speed up your time to market. This includes 15 weekly sessions to coach you through the whole process from goal setting, through buyer journey development, campaign planning and execution. You even get our proprietary tools and templates. Once you launch, your coaches will provide 3 check-ins to help you optimize your program
There is no better way of getting started with than a tightly defined and timebound pilot.
We can help you get this moving with our battle-tested 120-day program. In the first 30-days we will work with you to create a precise ABM pilot strategy and plan to launch for you on Day 30.
Then for 90-days we will help you generate and capture demand. This program will generate business as well help you determine your long-term ABM plans.
Looking to develop a long-term ABM strategy? The ABM Playbook is our proprietary methodology that has been refined across dozens of client engagements. The process is based on the Total Customer Growth approach and proven ABM principles. The output is a detailed, and immediately actionable long-term plan based on rigorous strategic analysis, customer insights and the latest in thinking on ABM, ABX and GTM.
Jacobia Solomon EMBA
President, AMN Healthcare Language Services
"The healthlaunchpad team has helped us accelerate our ABM journey. In our first year, we successfully piloted ABM with them. We saw positive results and learned enough to take this to the next level. We are now implementing a fully-scaled ABM model including digital advertising and excellent new content. Their approach to ABM is second to none."
Director North America Marketing, InterSystems
"We have been experimenting with ABM as an organization for some time. Healthlaunchpad helped get it moving. They developed a strategy based on deep insights about the buyer collective and created an ABM program to help us engage prospects across a tightly defined set of accounts. Based on their vision for using ABM and the early results achieved, we feel we have a path to scale ABM."
Schedule an ABM Review Session
Are you looking for new ideas on how to get your ABM program moving? Let’s chat. (Don't worry, nothing is for sale on this call)
In this 30-minute call, we will help you get "unstuck" in your ABM program. We will review what you are trying to achieve, how you are targeting, how you are engaging prospects, the use of intent data, alignment, measurement and all that goes into an effective ABM program. Coming out of this session, we will send you:
- 2-3 ideas
- Relevant tools and templates
- Some articles to read or videos to watch
- What types of account-based-marketing-services will help you
ABM Account Selection
Check out the ABM 101 Course on the New Buzz B-School
Learn the fundamentals of ABM, challenges with current B2B marketing environment, what ABM is, why it matters and get to grips with the 7 basic principles of ABM.Read More
Why an Obsession with Buying Groups Will Improve Your Marketing
If Accounts are the atomic unit of ABM, then buying groups are the protons and electrons. In B2B and especially in ABM, Buying Groups, Buyer Groups, Buyer Collectives, Buyer Circles – whatever you choose to call them – are a fundamental concept. And it’s one we obsess over. In this post, we will dive into buying groups: What they are and why a better understanding will change how you market.Read More
Why Net Revenue Retention Could Be Your Most Important KPI
In Sangram Vraje and Bryan Brown’s book Move the 4-Question Go-to-Market Framework, they advocate that we should all be more focused on retention than new customer acquisition. If you take this seriously, make Net Revenue Retention (NRR) a high-priority KPI. In this post, I will explain why NNR is a big deal, how to calculate it, and a personal story proving the point.Read More
The Six-Step Intent-based Demand Generation Process
It’s time for a demand-generation process. In this post we review our six-step intent-based approach to generating pipeline. Generating sales pipeline for high-ticket offerings is one of the hardest jobs in marketing: You have to pinpoint target companies who may be in-market, find the key people involved in selecting vendors and make them aware of why you may be the right fit. Then you have to start a conversation, and stay in touch with them over the long period they evaluate options.Read More
Total Customer Growth Marketing vs Demand Generation
In this post, we compare Total Customer Growth Marketing vs Demand Generation. There is confusion about growth marketing and demand generation. The short story is that one is a holistic business model to win and grow customers for life. The other is a part of this approach and is the initial stage of customer acquisition.Read More