3 Key Questions to Jumpstart and Build Your ABM Strategy
Posted: Mon Jan 06, 2025 3:49 am
If you think you’re ready to start your account based marketing (ABM) journey, you may be looking for a road map to success. Of course, the answer to this is marketing’s favorite answer: It depends.
It depends on your business, the target accounts, the resources you have to put into ABM, and (of course!) your overall budget.
The first step you’ll need to do is determine if you’re ready for ABM, because (Spoiler alert) it’s not for every business.
Luckily, New Breed can support with determining your engineer database ABM readiness through our ABM Blueprint process, which is designed to help companies jumpstart their ABM efforts through a thorough assessment and goal-setting process.
To start, consider these three questions:
1. To help Align: Can you describe your common buying committee, and do you have buyer persona documentation to align with these findings?
2. To help Configure: Do you have your lead-gen processes, funnels, and measurement aligned to accounts vs. contacts and leads?
3. To help Measure: Do you know which content performs best for your target audience?
If so, your company may be a great candidate for ABM. Beyond this, you’ll want to ensure that your teams are rock-solid and aligned on your ICP, ideally fueled by intent data or predictive analytics.
Your overall tech stack health is critical here as well — really consider how your systems are working together and producing the right kind of data to fuel your overall strategy.
And lastly, think about how much you understand what content you’ve produced (or may have to produce) to reach the market you need.
Inbound Marketing vs. Account Based Marketing
If your team is already generating returns on traditional inbound methodologies, you’ve got a ticket to the dance to greater marketing and sales success. Now it’s time to apply ABM tactics to drive engagement among that target market you’ve reached.
It depends on your business, the target accounts, the resources you have to put into ABM, and (of course!) your overall budget.
The first step you’ll need to do is determine if you’re ready for ABM, because (Spoiler alert) it’s not for every business.
Luckily, New Breed can support with determining your engineer database ABM readiness through our ABM Blueprint process, which is designed to help companies jumpstart their ABM efforts through a thorough assessment and goal-setting process.
To start, consider these three questions:
1. To help Align: Can you describe your common buying committee, and do you have buyer persona documentation to align with these findings?
2. To help Configure: Do you have your lead-gen processes, funnels, and measurement aligned to accounts vs. contacts and leads?
3. To help Measure: Do you know which content performs best for your target audience?
If so, your company may be a great candidate for ABM. Beyond this, you’ll want to ensure that your teams are rock-solid and aligned on your ICP, ideally fueled by intent data or predictive analytics.
Your overall tech stack health is critical here as well — really consider how your systems are working together and producing the right kind of data to fuel your overall strategy.
And lastly, think about how much you understand what content you’ve produced (or may have to produce) to reach the market you need.
Inbound Marketing vs. Account Based Marketing
If your team is already generating returns on traditional inbound methodologies, you’ve got a ticket to the dance to greater marketing and sales success. Now it’s time to apply ABM tactics to drive engagement among that target market you’ve reached.