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04 ABM Lesson3

Lesson 3 of the course focuses on identifying target accounts and contacts for account-based marketing (ABM). It emphasizes the importance of a strategic approach to account selection, avoiding reliance solely on sales or marketing lists, and considering the accuracy of CRM data. Key considerations include tier and cluster strategies, as well as the tools and methods for building contact lists within selected accounts.

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3 views28 pages

04 ABM Lesson3

Lesson 3 of the course focuses on identifying target accounts and contacts for account-based marketing (ABM). It emphasizes the importance of a strategic approach to account selection, avoiding reliance solely on sales or marketing lists, and considering the accuracy of CRM data. Key considerations include tier and cluster strategies, as well as the tools and methods for building contact lists within selected accounts.

Uploaded by

layerpath3
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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www.getwsodo.

com
www.getwsodo.com

Lesson 3
Who: Accounts & Contacts
Thewww.getwsodo.com
Journey Of This Course
www.getwsodo.com
Part 1 | SETUP Part 2 | HOW TO Part 3 | APPLY

Lesson 1 Lesson 3 Lesson 5


ABM Foundations Who: Accounts & Optimizing &
Contacts Scaling

Lesson 2 Lesson 4 Lesson 6


Planning Your What: Research, ABM Tools &
Pilot Journeys, Channels Careers
Class #3www.getwsodo.com
www.getwsodo.com
- Lesson Objectives
1. Determine your target accounts.

2. Determine your tier and cluster strategy.

3. Identify the right contacts in each account.


The Master Plan
www.getwsodo.com
www.getwsodo.com
www.getwsodo.com
www.getwsodo.com How many accounts?
Which ones?
www.getwsodo.com
www.getwsodo.com
How NOT to Choose Accounts
Sales Provides the List Marketing Provides the List

Fortune 500 or Some Other Wishlist


www.getwsodo.com
www.getwsodo.com

Have you seen this sort of thing go


wrong in your company?

Is marketing “taking orders” from


sales? Are you sometimes missing
each other like two ships in the night?
Fit,www.getwsodo.com
www.getwsodo.com
Intent, Engagement
www.getwsodo.com
www.getwsodo.com
Predictive, Intent, Behavioral, Trigger
www.getwsodo.com
www.getwsodo.com
Predictive, Intent, Behavioral, Trigger
www.getwsodo.com
www.getwsodo.com
Gates & Weights
www.getwsodo.com
www.getwsodo.com
Gates & Weights
www.getwsodo.com
www.getwsodo.com
Gates & Weights
www.getwsodo.com
www.getwsodo.com
Gates & Weights
www.getwsodo.com
www.getwsodo.com
At a Minimum...

Sales + Marketing

Experience and Wisdom + Data

Not Just a Wishlist


Idealwww.getwsodo.com
www.getwsodo.com
Account Profile (IAP)

Often called an Ideal Customer Profile (ICP)

But this is why I prefer IAP


www.getwsodo.com
www.getwsodo.com
ICP vs. IAP

How much weight should you put on your CRM data?

Is your ideal account the same as your ideal customer?

Ideal vs. Average


www.getwsodo.com
www.getwsodo.com
Tier Strategy

https://www.itsma.com/research/driving-growth-with-three-types-of-abm/
www.getwsodo.com
www.getwsodo.com
Tier Strategy
www.getwsodo.com
www.getwsodo.com
Cluster Strategy
www.getwsodo.com
www.getwsodo.com
Don’t Rush This Part

It’s tempting to rush your list build

It’s tempting to try to do too much

It’s tempting to assume obvious clustering (eg. industry)

Mistakes made here will haunt you for a long time. Slow down.
www.getwsodo.com
www.getwsodo.com

How many contacts?


How do we find them?
Start withwww.getwsodo.com
www.getwsodo.com
a CRM Audit & Clean-Up

It’s probably pretty bad, but you need to know where you stand.

Also, as you augment your data in various ways, you want to be


building on as solid a foundation as possible.
www.getwsodo.com
www.getwsodo.com

What’s the state of your CRM data?

How current, accurate, and complete


is it? This is a huge issue in many
companies.
www.getwsodo.com
www.getwsodo.com
Building / Buying Contact Lists

Fewer Contacts Needed More Contacts Needed

Accuracy is essential It’s not Scale is essential


necessarily one
extreme or the
Likely high marketing spend per contact other. Likely low marketing spend per contact

Every error is expensive There are many Every error is not very expensive
blended
approaches in
Build by hand (internal or contracted) Buy lists (data services etc.)
between.
Just a Few www.getwsodo.com
www.getwsodo.com
Tools & Services to Consider
www.getwsodo.com
www.getwsodo.com
Class #3 - Recapping Today’s Key Points

● There are many different approaches to building your account list. The best approach for you will
depend on size of your addressable market, the size and complexity of your deals, the size of
your sales team and more.

● Your ideal account may not be the same as your current ideal customer. Don’t confine yourself to
CRM data. There may be very lucrative new markets you can penetrate with ABM.

● The size and composition of your tiers and clusters is a vital consideration.

● The tools and approaches you use to identify contacts in each account will largely depend on the
size of your pilot and on channels and assets you plan to use.
www.getwsodo.com
www.getwsodo.com
● Your “pilot math” has given you a good idea of how many accounts you’ll need to target in
your pilot. How difficult is it going to be to determine which specific accounts?
Assignment #3
● Are you going to focus on a clear segment of your existing customers or a clear market niche
Accounts & where account selection is pretty straightforward, or are there thousands of potential
Contacts accounts you could focus on?

● Based on the above, what approaches and tools will you employ to get to your account list?

● What approaches and tools will you use to build your contact lists within these accounts?

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