ABM Framework-v12-1223
ACCOUNT-BASED MARKETING in a Predictive World ACCOUNT SELECTION
Account Scoring Prioritize accounts that are a good fit for your product or service
NET-NEW
Account Acquisition Find lookalike accounts that match the criteria defined in the Account Selection phase
ACTIVATION
Map ABM Tactics Examples:
MEASUREMENT
Pipeline Metrics Opportunity Rate
Sales Alerts - Slack, Chatter, Task
Average Deal Size
Account Development - SDRs
Deal Velocity
Email Sequence - Marketing Automation, Outreach
Win Rate Revenue Impact
Display Ads - Terminus Live Events
Advanced Segmentation
Direct Mail Campaign
Narrow your profiles with custom signals such as:
Coverage Good Accounts per Rep Contacts per Target Account
Technographics
Sales Effort Analysis
Firmographics Keywords
Consider segment size and value when selecting tactics
Sales Engagement
Personas Define the specific roles you want to target within the account
Behavior Scoring Look for behavior that would indicate a prospect is in market and likely to buy
Contact Acquisition Find contacts who match your personas and map to your target account list
Develop Personalization Are you able to speak to each prospect individually through the lens of their persona, technographic, or business pain-point?
Behavior Scoring Number of Engaged Prospect Accounts Depth of Engagement Program Impact
Execute How do you share your strategy and vocab across systems? How do you get your data and tools to work together to execute the play?
http://go.infer.com/abm
Account Scoring Prioritize accounts that are a good fit for your product or service
NET-NEW
Account Acquisition Find lookalike accounts that match the criteria defined in the Account Selection phase
ACTIVATION
Map ABM Tactics Examples:
MEASUREMENT
Pipeline Metrics Opportunity Rate
Sales Alerts - Slack, Chatter, Task
Average Deal Size
Account Development - SDRs
Deal Velocity
Email Sequence - Marketing Automation, Outreach
Win Rate Revenue Impact
Display Ads - Terminus Live Events
Advanced Segmentation
Direct Mail Campaign
Narrow your profiles with custom signals such as:
Coverage Good Accounts per Rep Contacts per Target Account
Technographics
Sales Effort Analysis
Firmographics Keywords
Consider segment size and value when selecting tactics
Sales Engagement
Personas Define the specific roles you want to target within the account
Behavior Scoring Look for behavior that would indicate a prospect is in market and likely to buy
Contact Acquisition Find contacts who match your personas and map to your target account list
Develop Personalization Are you able to speak to each prospect individually through the lens of their persona, technographic, or business pain-point?
Behavior Scoring Number of Engaged Prospect Accounts Depth of Engagement Program Impact
Execute How do you share your strategy and vocab across systems? How do you get your data and tools to work together to execute the play?
http://go.infer.com/abm
