Account-based Marketing Strategy

Account-based Marketing (ABM) is becoming THE way technology and services companies build their B2B revenues. It is catching on in healthcare and with good reason. Healthcare buying processes are complex, involve many stakeholders and take forever.

The discipline and technology-enabled tactics of an ABM strategy can help any business selling to healthcare organizations improve their win rate, shorten the sales cycle and increase deal sizes. The problem is that implementing ABM successfully is hard. It takes time, experimentation and expertise to master ABM. We can help you get their faster and more successfully with an improved strategy.

Kickstart Your Program With the ABM Playbook

ABM Playbook

The ABM Playbook is healthlaunchpad's proprietary and battle-tested ABM strategy development approach. Over the course of 4-6 weeks, we will work collaborartively wth you and your team to develop your ABM Strategy. The outcome is a clear vision, an aligned tea and a detailed  game plan to get your ABM program moving in the right direction. The playbook includes:

  • Goals
  • Target Account Plan, ICPs and Personas
  • Engagement and content marketing
  • Technology and data selection
  • Sales and marketing process (team alignment)
  • Measurement plan
  • Roadmap including 30/60/90 day plan

This blog post explains the steps in the process in more detail.

Our ABM Process

Target:

Set goals

Ideal Customer Profile definition

Persona development

Target list definition

Intent definition

Data sourcing

Engagement:

Strategic framework

Messaging

Content strategy and planning

Digital strategy and planning

Search audit and strategy

Amplification plan (PR and influencer marketing)

Conversion:

Sales and marketing operating model

Qualification definition

Tactical planning (email, sales aides, webinars, etc)

Optimization:

Measurement

Testing plan

Implement A/B tests

Identify improvements

Implement improvements

Book a call to discuss your ABM Strategy

Our goal in this session is to get to know you, understand  your challenges and provide immediate suggestions.

In this 30-minute call, we will listen to what you are working on and what's stopping you from achieving your goals.  We will give you objective advice and see if we can help.

Blog Posts on ABM Strategy


SDRs and ABM

SDRs and ABM – It’s Like PB&J

In an account-based marketing model, SDRs are critical. Marketing resources are focused more on a narrower set of targets. Each lead is even more likely to be a good fit than traditional B2B marketing, as the account has been targeted more precisely with personalized content based on their interests and current activity. Each lead is even more precious, so getting these leads over the metaphorical threshold is even more important.

ABM Platform Requirements

ABM Platform Requirements – What to Look For

Last week, we asked, do you need an ABM Platform? If you came to the conclusion that you did, the obvious next question is what to look for in an ABM Platform. This post is designed to help you formulate your ABM Platform requirements. We break down the functions of an ABM Platform. We suggest you build an ABM Platform Requirements checklist with these main functions.

ABM Platform

Do You Need an ABM Platform?

The choices of Marketing technology are overwhelming. This is ever-changing, and it is easy to feel overwhelmed by the available options.
If you are serious about account-based marketing, you will be thinking about what technology you need and when you should consider an ABM Platform. Let’s start with the different types of technology you will need to consider and the role of an ABM Platform.

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