The number of ABM solutions is exploding? They are no longer limited to forms with big martech budgets. Even firms practicing ABM with smaller budgets have options. So how do you select an ABM platform that’s right for you? In a prior post, we detailed the main function that leading ABM platforms like Demandbase, Terminus, 6sense, Triblio, RollWorks, Triblio, Jabmo, Rollworks, and Propensity have in common. In this post, we will provide a set of criteria and questions to help you assess vendors.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
How to Select an ABM Platform
How ABM Can Boost Your SDRs
SDRs are critical to the success of your ABM program. Conversely, a well-executed ABM strategy can turbo-charge your SDRs’ productivity. In three short videos, my great friend Ben Person, a martech entrepreneur and the former CMO of Nuvolo explains why ABM and SDRs are Important to each other and how ABM can change the way SDRs work.Read More
A Healthcare Account-based Marketing Journey (Case Study)
We focus primarily on healthcare account-based marketing as we believe passionately that health tech and healthcare services firms should adopt ABM. In this case study, we hope to show you why and how to do that.
The company in this healthcare account-based marketing case study is a large technology and services firm that sells exclusively to healthcare organizations. They sell various services and solutions and have relationships with hundreds of healthcare organizations.
The Door Metaphor for Your Account-Based Marketing Strategy
One of the biggest challenges in developing your account-based marketing strategy is how to explain it to your executives and colleagues, especially the importance of alignment and collaboration between sales and marketing. It’s understandable. Account-based marketing is complicated, and it takes a long-term commitment to do it at scale. Above all, it requires breaking down the silos between sales, marketing, and SDRs. I use the Door Metaphor about a door to explain it.Read More
The 5/57 Problem
Is 98% of Your Marketing Wasted?
The old John Wanamaker quote, “Half the money I spend on advertising is wasted; the trouble is I don’t know which half,” is wrong if you are a B2B marketer. If you operate in a market with long, complex sales cycles and high-value sales, 98% of your marketing may be wasted.
I call this the 5/57 problem
Demand Generation vs Lead Generation: You Can’t Annoy Prospects into Buying from You
One of the biggest frustrations in B2B marketing is that lead generation doesn’t work as well as it used to. We’re all kinda to blame for this. There is a history in B2B marketing where someone figures out a new, better way of generating leads. It works well for them. They perfect it. Prospects take the bait, and they generate better and more leads than everyone else.Read More