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
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
Start With the Right Account-Based Marketing Metrics and Work Backwards
I want to suggest a different way of thinking about account-based marketing (ABM). Start with what you want to measure and work backward. Specifically, which account-based marketing metrics give you a clear picture that you are improving the outcomes of your marketing?
How to Create an Effective Customer Marketing Strategy
In this post, we will review why customer marketing is important, the foundations of a good customer marketing program, how to turn customers into advocates, how to manage negative feedback, and how to implement a customer marketing program that will grow the top-line.
This is a topic that’s near and dear to my heart. Health Launchpad is the sixth business I have started and, in all honestly, the most successful in terms of winning net new clients. We have secured over 33 new logos in 4 years. Only now, in year 4, are we really starting to see the upside of growth from existing customers.
Account-Based Marketing VS Inbound Marketing? No, It’s AND
Most healthcare IT firms have either implemented or are considering ABM (more on this later this month). But many hesitate to get started. One of the obstacles is the tradeoff between Inbound marketing and ABM. This post shows that it’s not about Inbound vs ABM but how Inbound & ABM work together.