Account Based Marketing is the process of narrowing down your marketing pursuits to a select number of targeted accounts. To find companies that look like your best customers - you first need to find the attributes that they all share. That can be simple firmographic criteria such as industry, size, and location. It can also mean a commonality with buyer titles or the technologies they use. If a company is using your biggest competitor then that could make them a good fit or they could use a technology that compliments your product very well.
Once you have identified these companies, the hardest part is to identify the buyers that can purchase your solutions. After all, companies don't buy things, people do. In the video above, we show how to identify the right people at the right companies to help execute an ABM strategy.
Once you have identified these people, the next decision to make is a pursuit strategy. ABM is synonymous with digital advertising always a good first step. We recommend taking consumer attributes from this custom audience to append within platforms like Facebook, LinkedIn, and Google. Next, a cold calling campaign with a BDR team is always a good idea. Successful callers avoid the phone tress and call the Decision Makers directly. Lastly, an old-fashion drip campaign to generate awareness will help keep your solution top of mind.
Good Luck on your ABM pursuits.