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


How to Design an ABM Pilot

How do you get started with ABM? The obvious answer is an ABM Pilot. Based on the discussions we have been having, the vast majority of healthcare technology firms are considering account-based marketing (ABM), and many plan to pilot it this year. To help you on this journey here is our guide on designing an

Shifting Your Sales and Marketing Mindset by Embracing ABM

In healthcare technology, traditional marketing and sales approaches are falling short. Many companies are turning to Account-Based Marketing (ABM) to drive growth and revenue. ABM is a strategic approach that aligns sales and marketing efforts to focus on high-value accounts, delivering personalized experiences to key decision-makers within those accounts. At the recent Healthtech Marketing Summit,

How Demand Generation is Evolving in Healthtech Marketing

At the recent Healthtech Marketing Summit hosted by healthlaunchpad, a panel of industry leaders delved into the strategies, challenges, and opportunities that are reshaping healthtech marketers generate demand. The panelists, including Matt Carollo from HIMSS, Hannah Drake from health launchpad, Lucy Railton from the Drumond Group, and Adam Rosenberg from RxLightning, shared their insights and

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