One of the sexiest things in Account-based marketing (ABM) is intent data. I am a bit of an ABM intent data fan-boy and have written about it quite a lot on my blog. Most of my posts have been short video snippets, so I thought it was time to write a more comprehensive post on
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 Use ABM Intent Data in Healthcare
Guest Post: How to Leverage Hubspot for Account-based Marketing
As a long-time Hubspot user, I used to be frustrated about how clunky this platform is for Account-based Marketing (ABM). They have made some great strides in this area. I was going to write a spot about this but then realized that my partners at Smarketers had already written an excellent post on how to
Useful Tools: The ABM Marketing Template
In this post, I will share the ABM Marketing Template we use. In fact, it’s actually a collection of tools and templates that support our ABM process. Account-based marketing is becoming an increasingly important strategy for B2B marketers. We recommend it to all B2B marketers for a wide range of reasons. For many, it is