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Engage Buyers, Make Money: Ready To Learn How To Target, Personalize, and Scale?

This document provides guidance on account-based marketing (ABM) strategies. It recommends: 1) Identifying target accounts and understanding their interests; 2) Aligning sales, customer success, and marketing teams; and 3) Implementing segmented campaigns and developing personalized outreach strategies tailored to each account to nurture long-term relationships. The overall aim is to engage buyers throughout their journey by providing relevant content.

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wardenadambay
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33 views2 pages

Engage Buyers, Make Money: Ready To Learn How To Target, Personalize, and Scale?

This document provides guidance on account-based marketing (ABM) strategies. It recommends: 1) Identifying target accounts and understanding their interests; 2) Aligning sales, customer success, and marketing teams; and 3) Implementing segmented campaigns and developing personalized outreach strategies tailored to each account to nurture long-term relationships. The overall aim is to engage buyers throughout their journey by providing relevant content.

Uploaded by

wardenadambay
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Engage Buyers, A Guide to B2B Success:

Make Money
ABM and ABX

† Identify Target Accounts

† Align Your GTM Team


Account-Based Marketing (ABM) is a strategic
approach that tailors marketing efforts to high- † Implement Segmented
value or target accounts. Campaigns

Ready to learn how to Target, † Develop Personalized


Outreach Strategy
Personalize, and Scale?
† Nurture Relationships

1. Identify Target Accounts and Understand


Advanced Tip
Account Interests
Every PathFactory customer
† Develop a list of high-potential accounts that align with your ideal customer has access to 6sense’s account
profile (ICP). Don’t have an ICP? Leverage Intent and Buyer signals to help identification and segmentation
you focus on the accounts that are “in-market”. Narrowing down your target technology, without requiring a
cohorts will allow you to plan messaging, content, resources and gaps needed 6sense subcription.
to drive engagement.

† Conduct thorough research on each target account to understand their


challenges, goals, topics of interest, and key buyers to engage and influence.
Consider factors like company size, industry, revenue, and buying behavior when
building target customer profiles.

† Think about the content journey you’d like your target customers to take when
they land on your website and begin consuming your content, paying special
attention to any content gaps that may exist.

2. Align Your Sales, Customer Success,


and Marketing Teams

2.4x
According to Forrester,
† Foster close collaboration within your Go-To-Market teams by providing firms with high levels
access to the same buyer/customer profile and data, and align on what of alignment across
qualifies as a quality lead. revenue growth customer-facing
functions report
† Define clear roles, responsibilities, and communication channels to ensure

2x
higher revenue growth
all teams are working towards the same goals. Align on questions like “is
and more profitability
marketing responsible for handing off leads to sales?”, or “what does sales
than those without
consider a quality lead”.
alignment.
profitability
† ABM is meant to show progress over time, so create an account action plan that
outlines your key buyers and what they care about. Read PathFactory’s guide on
sales and marketing alignment to see how to do this across five use cases.

Continue Reading
3. Implement Segmented Campaigns PathFactory’s Templated Experiences allows GTM
teams to build personalized landing pages for buying
† Divide your target accounts into segments based on shared committees. Check out this sample experience!
characteristics and create tailored messaging and content
that resonates with specific groups of accounts.

† Monitor and analyze engagement metrics, account behavior,


and buying signals. Use content engagement data to optimize
your buyers’ content journeys based on where they are in the Check
sales funnel. It Out
† Leverage first- and third-party intent data so sellers can
prioritize accounts showing high intent to purchase.

4.Develop Personalized, Omnichannel 5. Nurture Relationships


Content Experiences (With Buyers and Customers)
† Select content tailored to each target account’s specific needs † Build and maintain long-term relationships with key
and challenges, and outline the channels that will be included in stakeholders within the target accounts by sharing
outreach to key decision-makers within the target accounts. relevant content based on their content consumption.

† Using your research from step one, develop messaging that † Provide ongoing value and support, even if they’re
speaks directly to the account’s pain points and demonstrates not immediately ready to make a purchase, or if
how your solution can address their unique challenges and goals. your target customer moves to another company.

† Optimize! Leverage your insights and analytics to constantly † Track new customer adoption of your product
improve your programming, channels, spend and outreach plans. by tracking their consumption of onboarding
resources and guides. See how Cisco boosted
customer adoption by 3.5x with PathFactory.

Advanced Tip
PathFactory takes this to the
next level by not only providing
content engagement insights, but
also showing how much pipeline
your content has influenced.

What’s Next?
PathFactory’s Content AI gives your ABM strategy the boost Book A
it needs by adding valuable content engagement insights
and third-party intent data to your target customer profiles.
Demo

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