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.
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.
