Sr. Marketing Manager, Retains 16 HubSpot Certifications, 8+ Years Experience in Customer Service & Marketing Strategy
May 23rd, 2018
We’ve talked a lot about account-based marketing (ABM) recently and the general consensus around here is that it’s good for you, your brand, and your bottom line.
There are a lot of tactics to juggle, inbound and outbound when building an ABM strategy, so here is a super condensed version of its key principles to help you make sense of it.
Define Your Prospects
Discover the traits all of your dream accounts share and get them on paper. Start with the firmographics or the most descriptive qualities of the firms to decide what make these accounts so desirable to you.
You’re looking to measure their interactions (did they open the email, receive the package, go to your website, fill out a form, etc.) and response to it.
If conversion metrics and engagement are lower than expected, look into the things discussed above to find out what went wrong.
Identify areas of improvement and do it again.
Want to learn more about account-based marketing? Read the full infographic from Marketo below:
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