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
Battle-tested Pipeline Acceleration Techniques
Arguably, the biggest sales challenge in growing a healthcare technology business is the length of the sales cycle. Deals last forever and often stall. In this post, we will share some ideas of pipeline acceleration, both in how you can speed up active deals where the buyers are engaged and also the most frustrating issue of all—stalled deals.
Mastering the Art of Buying Group Engagement Part 2
This is part 2 of a two-part article on how to be more effective in marketing to buying groups in complex healthcare sales. In this second part, we will provide more strategies to engage buying groups.
The Benefits of Account-based Marketing in Healthcare
This post is to help anyone weighing up the benefits of account-based marketing. This should help you make the case that 2025 is the year you move from thinking about it to doing it. If you are Thinking About ABM, You Are Not Alone Earlier this summer, we polled our community to see where they