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- 3 Tips for Enterprise ABM
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Raise your hand if you’ve been tasked with marketing to enterprise accounts?
It’s a dream for most companies, but very few can actually do it right.
I’ve been tasked myself in the past and have learned from those experiences that have gone well and well, not so good.
One big piece of advice I will give, stray away from big name brands.
Yes, everyone wants Nike or Apple to be their customer, but it doesn’t mean they are the right accounts to target for your product or solution.
Below are three more tips to keep in mind when selecting and prioritizing your target accounts for an enterprise ABM strategy.
Enterprise is a top-down GTM strategy, not a marketing strategy
It’s not all on marketing’s shoulders to know which enterprise accounts to target. Your GTM leaders should be the ones determining this as part of the enterprise strategy. GTM leaders should know which product(s) and use case(s) make the most sense. These questions need to be answered by your leadership team as it will help determine the rest of your account-based strategy.Create a look-a-like audience
Once you have the answers the questions above, you can further analyze the techno and firmographic makeup of your current enterprise customers. Look for those customers who are already finding success with the target product(s) and use case(s) identified. With this information you can create a look-a-like audience of your prospect accounts that resemble your best enterprise customers.Prioritize accounts using data your sales team trusts
I wrote about this a few weeks ago, but once you’ve created a list of look-a-like accounts, help your sales teams prioritize them. One way to do this is by using data they love and use every day. This could be data from tools like Champify, 6sense, Bombora, etc. Use it as one key piece of data to prioritize accounts. Your sales teams will be much more apt to work the right accounts, at the right time.
Going upmarket isn’t easy. HUGE accounts and very long sales cycles. And don’t be mistaken, it’s a GTM strategy. Everyone needs to be involved.
But by leveraging an account-based strategy, and prioritizing the right accounts, the right way, you can make going upmarket more manageable.
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How can I help your ABM strategy?
Account selection consultation: need help figuring out which accounts to choose for your ABM strategy? How many to select?
Channel selection and setup consultation: Need help selecting which channels to use for your strategy? Or how to set them up for personalization and targeting?
ABM Platform Management: With experience using platforms such as Terminus (user and employee), 6sense and RollWorks, I can provide your team tips, and best practices to help unlock the platform’s full potential.
Consultation sessions are 30 minutes long on Friday’s. Please fill out the form below and I will be in touch shortly!