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Technical Models and Guides

Unlock 1:Few ABM Success Through Proven Strategy

Written by Propolis Expert Robert Norum

Learn a proven, replicable strategy to align sales and marketing, develop targeted messaging, and measure ROI.

Dive deep into the world of 1:Few Account-Based Marketing (ABM) with the guidance of Robert Norum, a seasoned ABM and Demand Strategy Expert. His meticulously crafted model, proven through extensive application across diverse industries, offers a replicable and strategic framework tailored for B2B marketers. This guide is designed to propel your marketing efforts by aligning closely with the specific profiles and needs of clusters of accounts.

Begin with a solid foundation of sales and marketing alignment, setting clear objectives, and KPIs, and defining essential research requirements. This initial alignment ensures that every stage of the ABM process is strategically synced to your business goals.

Following the foundational steps, gain insights into sector-specific business drivers and key stakeholders through the ‘Sector Insight’ stage. This crucial step empowers you to understand and navigate the unique landscape of your target sectors effectively.

Progress into defining a nuanced account strategy. Here, you’ll map out opportunities and focus areas at the sector level, laying a strategic roadmap tailored to cluster-specific nuances. The fourth step involves developing compelling, sector-specific messaging that addresses the identified business drivers and pain points at a cluster level, enhancing the relevance and impact of your communications.

In the campaign development phase, create and implement personalized go-to-market strategies. These strategies are crafted to support accounts and sales teams throughout the customer journey, ensuring a cohesive and targeted marketing effort.

Conclude with a rigorous process of quarterly measurement and ROI assessment. This stage is vital for tracking progress, evaluating engagement, and fine-tuning strategies to maximize effectiveness and returns.

For B2B marketers seeking to elevate their 1:Few ABM initiatives, this guide provides not just a model but a strategic partnership through Robert Norum’s proven methodologies.

Download the full model today via the form on the right to start transforming your ABM strategy with precision and expert insight. 

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This is one of eight models and guides produced every quarter by the Propolis Experts, each designed to help develop knowledge and drive efficiencies across your marketing campaigns. The full set of models and guides is available exclusively to Propolis members.

Robert Norum

ABM & Demand Strategy Expert, B2B Marketing

Robert Norum is the ABM and Demand Strategy Expert for Propolis, the global community for B2B marketing leaders.

A B2B Marketer with over 30 years experience, Robert has worked in magazine publishing, IT distribution, marketing agencies and for the last 19 years as an independent marketing consultant. For the last 10 years Robert has specialised in ABM working with a wide cross section of global brands. Since 2017, he has delivered the B2B Marketing ABM Essentials training course for 500+ marketing professionals.

Robert is one of seven Experts on hand for Propolis members to access at any time offering impartial, trusted advice that is tailored to their specific business needs. Whether it’s help with enhancing their marketing strategy or working through a specific challenge, Propolis members can save an average £30k a year working directly with the Experts instead of using external consultants.

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