Account-based marketing (ABM) is a methodology that requires well-designed technology. In this quick fix guide, we’ll cover what you need.
The opportunity: With the right tech, you can keep focused on high-value target accounts and build strong commercial relationships.
How It Works: Essentially you need a way to tag and track target accounts. Some CRMs make this easy, and others less so.
Top Tips:
- Use Apollo.io or similar to identify target accounts ready for import to your system as ‘ABM leads’
- Tag target accounts in your CRM. This is easy in HubSpot, but my favourite system is Attio – which is incredibly intuitive and customisable
- There are ABM-specific technologies like DemandBase, though these have relatively high barriers for entry
- Use your CRM to identify customers you have a strong existing relationship with, and consider ‘expanding’ these accounts
- Automate workflows, such as sending high priority notifications when target accounts show signs of activity
- Link your CRM with advertising and retargeting tools to serve ads to your target accounts
- Track interactions with, and the lifetime value of, target accounts using your CRM’s reporting
Get It Done
DIY: Start simple by finding a way to label and track target accounts within your system.
With Help: Realistically, to do ABM properly you’ll need some specialist expertise. Go to your preferred CRM partner, or ask us for advice.
Full Guide: If you’re in the mood, check our full guide, How To Win High-Value Clients
