Discovery
We work with clients to understand how sales and marketing come together to develop existing accounts and where required help clients segment their high value opportunities and define an approach to help build opportunities from within their client base.
- We audit the businesses content plans to identify how content can play a role in the ABM strategy.
- We interrogate data with clients to identify our ABM approach
- We identify the account personas we are going to be targeting.
We audit the business's content plans to identify how content can play a role in the ABM strategy.
Identify the account personas we are going to be targeting.
Development
We develop an ABM plan that is aligned with the existing content strategy and plans around three core principles:
- One to one
Identifying the one to one opportunities with key individuals or very small groups of decision makers and what content the sales team need to make the most of that opportunity. - One to few
Identify the groups that can be marketed to, these could be accounts and individuals in the same industry or even business who share commonalities that we can tap into to create a solution. - One to many
This is about broadening out the ABM strategy, perhaps including LinkedIn sponsored content, InMail and remarketing to targeting larger audiences with specific content.
Execution
We manage the development of the Account Based Marketing approach and develop specific content programmes designed to target the different personas identified and to support the strategies we define for clients.
Development of:
- White papers
- Blog content
- Webinars
- Video content such as interviews
- Hub pages