Target. Engage. Activate. Measure.
The TEAM Account-Based Framework
The TEAM Framework is designed to help B2B marketers (like you!) put ABM into action by breaking it down into bite-sized steps, and taking a crawl-walk-run approach to building out a complete account-based program.
Target the Right Accounts
Inbound marketing is about making great content, distributing it broadly, and waiting to see what comes in.
ABM turns this on its head. Instead of waiting to see who finds you and then qualifying them, you’ll start by listing out all the accounts in your total addressable market (TAM), then segmenting them into lists based on who’s most likely to buy and become a wildly successful customer right now.
Look at the top 10% of your customer base – the ones with the highest total contract value (TCV) and retention numbers. What do they have in common?
Develop an ideal customer profile (ICP) based on what makes those companies similar, like industry, size, geography, their target market, and any other data you can gather about them.
Now make a list of all the companies in your TAM that match exactly those criteria.
Voila! Your first target account list!
Layer in engagement data to further refine targeting. Tools like Terminus Visitor ID show you which accounts are on your site, how deeply they’re engaged (how many people and pages), and what they’re interested in.
Use this, and other engagement data from your CRM or marketing automation, to get a refined list of most engaged accounts that match your ideal customer profile.
Engage the Entire Buying Center
Now that we know which accounts we’re going after, it’s time to get after that buying center. With ABM, the more channels the merrier.
Terminus lets you orchestrate across display, LinkedIn, retargeting, email, and offline channels like direct mail and events.
Unified, personalized messages across multiple channels compounds their impact and provides critical air cover for your BDR team, boosting cold outreach response rates and ensuring you’re the earliest entrant to the decision-making process.
Start with display and LinkedIn into the departments in accounts you want to warm up. Make sure you keep the message consistent across channels.
Use engagement as a trigger to switch messaging (perhaps from awareness, to a deeper content offer) and bring more channels online, like personalized content experiences, email, and direct mail.
Orchestrate multi-stage, multi-channel programs throughout the buying journey based on behavioral triggers like engagement, intent, and relationship score, as well as opportunity status.
We’ve all been asked by sales for more leads. Honestly, it might as well be a Zen koan for how much conversation it sparks about quality vs quantity vs outreach.
In reality, the biggest problem for most sales teams is that they just don’t know where to start. Which 20% of their effort is going to drive 80% of their results?
Activation in ABM is all about using your new-found engagement and intent data to tell sales who to reach out to when, and what they should say to start more conversations and get more deals unstuck.
Simply align on the target account list. This is a small step that can turn into a giant leap for your whole team. If you and sales both agree up front which accounts are a great fit, you avoid down-stream arguments about whether leads are qualified altogether.
You market to the right accounts, and they go after them with all they’ve got.
Deliver engagement and advertising data to your sales team via a weekly CSV or directly in your CRM at regular intervals.
The most critical information is how active the account is, how many people have gotten involved (a great indicator of real interest), and which URLs the anonymous visitors are viewing.
Deliver comprehensive anonymous and known contact and account intelligence in your CRM and via live sales alerts. Focus on generating a predictive account score that shows them which accounts are hottest right now, and adds intelligence on people in those accounts they might reach out to.
Measure What Really Matters
ABM is all about holding your entire team accountable to what matters – real pipeline and closed revenue. When you pick the right accounts up front, you don’t need to measure leads, MQLs, and SQLs – everything you’re working on is pre-qualified.
So make the critical leap from lead-based reporting to account-based reporting and you’ll find yourself with more impactful KPIs (accounts engaged, opportunities opened, pipeline contributed, and revenue won), more predictable results, and more needle-moving on what matters most to your business.
Learn to attribute marketing influence, and to build ABM scorecards and dashboards to improve campaign success.
Set up an account-based funnel that starts with the total number of accounts you’re actively targeting, then accounts you’ve engaged (visited your website), opportunities opened, and deals closed.
It’s that easy (and we can help)!
Add average contract value and deal cycle length as core KPIs for your account-based programs. By focusing on highly qualified accounts and full-funnel activities, you should be able to reduce sales cycle, increase average deal size, and increase your opportunity-to-close conversion rates.
Jockey dual funnels like a pro across your inbound and account-based programs. Line up similar metrics, compare results, and use true campaign-level influence reporting and opportunity journey mapping to optimize your account-based programs for the results you want.
And since retention is the new acquisition, start running and measuring account-based customer marketing