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
The Evolving Role of SDRs in Health Tech: From Cold Calling to ABM
In today’s evolving health tech landscape, the role of Sales Development Representatives (SDRs) is transforming. As companies navigate longer and more complex sales cycles, SDRs play an even more important link between Marketing and Sales. In this post we dive into how to build an effective SDR operation.
Your Secret Weapon: Focusing on Data to Unlocking Revenue Growth
Today, I want to share my perspective on how data empowers strategic decision-making in three crucial revenue growth areas: sales planning, forecasting, and optimization. This approach will help your team focus and drive meaningful results.Imagine navigating a vast ocean without a compass. In the dynamic world of revenue operations, data serves as our compass, guiding us towards sustainable growth and market leadership. As a seasoned CRO, I’ve witnessed firsthand the transformative power of data-driven insights.
How to Define Your Ideal Customer Profile in Healthcare
We recently gathered a group of HIT CMO’s and Marketing Leaders for our monthly HIT CMO Roundtable. This month’s topic was the challenges in developing an effective Ideal Customer Profile (ICP) and turning that into an actionable target account list.