Whether you want to start your ABM journey or scale your ABM without increasing resources, share ABM best practice efficiently or mature into ABG, we can help. Let’s fine-tune your strategy to ensure reputation, relationship and revenue goals are met.
Where we can help
Defining ABM/ABG
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- Scoping or adapting your customer marketing strategy to align with your business goals
- ABM is customer-centric and concentrates on creating personalised experiences for individual decision-makers within the target accounts
- ABG is account-centric, focused on the holistic relationship with the entire account, identifying opportunities for growth at the organisational level
Strategy for 1-1, 1-Few, 1-Many
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- How to identify your ABM/ABG programme accounts
- Building your Ideal Customer Profile
Key stakeholder management
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- How to align with sales and the account plans
- Showing value to your colleagues who are part of the account plan
Demand gen funnels to ABM
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- How to evolve from a demand-gen team to a team of ABMers
- Measurement and KPI’s development
Consistency and rigour
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- Setting up the right processes from the start, or re-engineering processes for success
- Tools to make you successful, e.g. playbooks and centre of excellence
Resource and skill set
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- Team structure to support 1-1, 1-few and 1-many strategies
- Recommendation on training and ongoing learning
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Business Impact
For a tech-based corporate, our ABM lead built an ABM programme from the ground up, navigating complex, matrix environments, multi-region teams and multiple stakeholders across functions, including sales and customer success. It started with 1-1, growing to 1-few and eventually 1-many as the programme expanded to include field marketing teams. The programme was hugely successful within the EMEA region and quickly grew into a global programme. As the programme matured, so did the strategy, moving to ABG and 1-1 to focus on the top 20% of customers globally, with detailed account plans and bespoke marketing activities
