Quick Wins: Account Picks

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I’m not much of a better, but if you put me on College Gameday and made me select some account winners, here’s what I would pick.

As you think about how to select target accounts, these are typically your best bet for driving repeatable and scalable success.

1. Vertical focus: Aside from vertical expansion GTM objectives, creating a cohort of accounts based on a successful vertical can be helpful when running a strategy focused on:
   • Market Expansion
   • Enterprise Expansion
   • Up-Sells
   

2. Partnerships: If you have great technology partners, they can be an efficient way to open doors for key accounts. Think about promoting “better together” stories when trying to run a strategy focused on
   • Market Expansion
   • Vertical Expansion
   • Enterprise Expansion
   • Customer Up-Sells
   

3. Closed lost opportunities: Accounts with closed lost opportunities are always a great type of segment to focus on due to their previous interest in your product. For most companies, it can take more than five(!) lost opportunities before they become customers. So as you think about creating a closed lost strategy, you can use it to focus on:
   • Vertical Expansion
   • Enterprise Expansion
   • Customer Up-Sells or Cross-Sells
   • New Product Launches
   

4. Churned customers: Customers churn all of the time, it’s the nature of business. And they all churn for varying reasons. But that doesn’t mean you should ignore these accounts. In fact, churned accounts can results in higher win rates, ACV and retention the second time around. These accounts are great for focusing on:
   • Vertical Expansion
   • Enterprise Expansion
   • Customer Cross-Sells
   • New Product Launches
   

5. Cross-sell accounts: These accounts are not only great to focus on for expanding customer accounts overall, but in driving new revenue. When thinking about Market Expansion or Vertical Expansion these types of accounts make the most sense. For Market Expansion, enterprise accounts have multiple business units across the world, presenting an opportunity to continue growing the account in multiple regions. As for Vertical Expansion it’s the same philosophy. If you have Commercial Banking accounts, there’s multiple divisions that you can still sell into to drive new revenue within a specific vertical.

Having built ABM strategies from scratch four different times, I can tell you that I’ve used each of these to drive results. In fact, my first ABM strategy here at Movable Ink has focused on Churned Customers and Closed Lost Opportunities driving over $2m in meetings booked in the first three months.

If you want more ideas, I’v built out nine ABM campaign calendars in The Ultimate Guide for Building an Account-Based GTM Strategy that you can implement today.

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Need help selecting your ABM target accounts?

Trying to figure which accounts to target for your ABM strategy can be difficult.

Using the framework in The Ultimate Guide to Building an Account-Based GTM Strategy, we can work together to select the right target accounts and build out an ABM plan that will deliver more meetings, pipeline and revenue for your company.

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