This is part 2 in answering the question, what is ABX? In part 1, we explained the problems that ABX addresses. In part 2, we go into what ABX is, but first, why is ABM so effective? Why ABM Is Taking Hold There are many definitions of Account-based Marketing. In our view, ABM is about
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
What is ABX? Part 2 Why ABX is the Answer
What is Account-Based Experience(ABX)? Part 1 – Overcoming Barriers
If you are a B2B marketer, you have undoubtedly heard about Account-based Marketing (ABM). This has been around for a while and is becoming THE way to market for B2B firms. ABM is evolving. The next phase in the evolution is Account-based Experience or ABX. In many ways, it is more than an evolution, it’s
How to Create an ABM Playbook For Healthcare
In this post, I will describe how we create an ABM Playbook. This is our method for defining your account-based marketing plan. This is typically done over 4-6 weeks through multiple collaborative workshops with our clients. These workshops are where we learn about your business and share ideas, insights, and experiences from other projects. We