The number of ABM solutions is exploding? They are no longer limited to forms with big martech budgets. Even firms practicing ABM with smaller budgets have options. So how do you select an ABM platform that’s right for you? In a prior post, we detailed the main function that leading ABM platforms like Demandbase, Terminus, 6sense, Triblio, RollWorks, Triblio, Jabmo, Rollworks, and Propensity have in common. In this post, we will provide a set of criteria and questions to help you assess vendors.
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
How to Select an ABM Platform
How ABM Can Boost Your SDRs
SDRs are critical to the success of your ABM program. Conversely, a well-executed ABM strategy can turbo-charge your SDRs’ productivity. In three short videos, my great friend Ben Person, a martech entrepreneur and the former CMO of Nuvolo explains why ABM and SDRs are Important to each other and how ABM can change the way SDRs work.
A Healthcare Account-based Marketing Journey (Case Study)
We focus primarily on healthcare account-based marketing as we believe passionately that health tech and healthcare services firms should adopt ABM. In this case study, we hope to show you why and how to do that.
The company in this healthcare account-based marketing case study is a large technology and services firm that sells exclusively to healthcare organizations. They sell various services and solutions and have relationships with hundreds of healthcare organizations.