The Latest from the Go-to-Market Experts
February 27, 2017
Introducing the Blueprint to Account-Based Marketing: A B2B Marketer’s Guide to Getting Started with ABM
“An account-based marketing approach requires an intentional shift in thinking. ABM is a state of mind, not a tactic or set of tools.”
– Sangram Vajre, CMO and Co-Founder of Terminus, Author of Account-Based Marketing for Dummies
If you’re reading this, you’ve already taken the crucial first step to account-based marketing (ABM): shifting your mindset to focus on accounts, not leads. You understand the importance of taking an account-based approach to marketing and sales, but you may be wondering what the next steps are. How can your B2B organization actually do ABM?
That’s where the Blueprint to Account-Based Marketing: A B2B Marketer’s Guide to Getting Started with ABM comes in. Whether your marketing and sales teams plan to go all-in on account-based marketing or simply add ABM to your current strategy, this e-book will guide you through the process. Think of it as your complete blueprint for planning, building, executing, and measuring successful ABM campaigns at scale.
Inside this free 62-page e-book, you’ll find ABM how-tos, case studies, and resources including:
What is Account-Based Marketing?
As you know, account-based marketing is a focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers.
The term account-based marketing was coined in 2004 by ITSMA, but the concept has been around much longer than that. The strategy of targeting and nurturing one-to-one relationships with high-value accounts is nothing new — after all, Mad Men were doing it back in the 1950s! It’s the reason salespeople wine and dine prospective clients, and it’s why marketers host exclusive events for their top customers. What is new is the technology that makes account-based marketing scalable.
In the Blueprint to Account-Based Marketing, we explore the history of ABM, the key benefits of adopting an account-based strategy, and the four different approaches to ABM:
- One-to-one (1:1) ABM
- ABM Lite
- Programmatic ABM
- Bolt-on ABM
How to Build a Foundation for Account-Based Marketing
Learn how to get started with account-based marketing in seven straightforward steps. This blueprint will guide you through the process of building your core account-based team, defining your ABM goals, selecting the ABM technology that’s right for your business, and executing successful campaigns.
7 Must-Try Account-Based Marketing Strategies
The ABM Strategies Framework in this blueprint maps out seven useful demand generation, pipeline velocity, and customer marketing strategies and helps you select the right ones for your B2B organization based on your business goals.
How to Measure & Optimize Your ABM Campaigns
Find out which KPIs your sales and marketing teams should be measuring with an account-based program, and then learn how to optimize your ABM campaigns to drive better results.
Hands-On Worksheets and Checklists for B2B Marketers
The Blueprint to Account-Based Marketing includes ten pages of worksheets and checklists to help you plan and deliver on your ABM strategy. Whether you need help defining your ideal customer profile (ICP) or mapping content to different stages of the buyer’s journey, these worksheets will help you every step of the way.