Account Based Marketing (ABM) has evolved significantly, and while dedicated “end-to-end ABM platforms” promise comprehensive solutions, a successful ABM strategy often relies on a combination of tools and approaches. This practitioner’s guide explores essential resources and strategies that extend beyond specialized ABM tech, empowering marketers to plan, execute, and measure ABM initiatives effectively.
1. The Power of Moments: Crafting Memorable Experiences
The Power of Moments: Why Certain Experiences Have Extraordinary Impact by Chip and Dan Heath, is a must-read for ABM professionals. ABM centers around creating impactful experiences that resonate with target accounts. This book delves into the psychology behind memorable moments, providing actionable insights on how to create impactful experiences. This creative energy is crucial for ABM success.
Alt text: “The Power of Moments book cover, showcasing the importance of impactful experiences in Account-Based Marketing.”
2. Unique Direct Mail: Greetabl for Personalized Outreach
Consider Greetabl for a unique direct mail option. Greetabl allows you to send personalized gifts with custom messages and branding at scale. While not specifically designed for B2B, the level of customization allows for targeted, account-based outreach. Greetabl offers a refreshing alternative to traditional direct mail, enhancing engagement through interactive and thoughtful gestures.
3. Radical Candor: Effective Communication in ABM
Radical Candor: Be a Kick-Ass Boss Without Losing Your Humanity by Kim Scott, offers valuable guidance on communication, especially in the context of ABM. As ABM requires alignment and a strategic shift, clear communication is essential. This book teaches how to challenge directly while caring personally, which is crucial for leading teams through the ABM implementation process. It fosters open communication and ensures everyone is on board with the ABM strategy.
4. A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts
ITSMA’s A Practitioner’s Guide to Account-Based Marketing: Accelerating Growth in Strategic Accounts is an invaluable resource. This guide provides a step-by-step process for establishing an ABM program, focusing on building reputation, relationships, and revenue within key accounts. Filled with real-world case studies, it offers practical insights and serves as a constant reference point for ABM professionals.
Alt text: “Cover of A Practitioner’s Guide to Account-Based Marketing book, a valuable resource for implementing ABM strategies.”
5. Strategy Execution Platform: Smartsheet for Program Management
Investing in a robust strategy execution platform like Smartsheet is critical for managing ABM programs. Smartsheet streamlines content reviews, program execution, direct mail orders, and ABM reporting. A centralized platform eliminates the inefficiencies of manual spreadsheets and disparate systems, allowing for better alignment across teams and stakeholders.
Alt text: “Smartsheet interface showing project management capabilities for effective ABM strategy execution.”
6. Google Docs: Streamlining Content Collaboration
Google Docs facilitates efficient content collaboration. With multiple stakeholders involved in reviewing ABM content, Google Docs enables real-time feedback, edits, and version control. This streamlines the review process, preventing bottlenecks and ensuring that content is refined collaboratively.
7. Grammarly: Enhancing Content Quality
Grammarly, a free browser plugin, helps maintain high-quality ABM content. It automatically detects errors in grammar, spelling, punctuation, and style across various platforms, including Google Docs, emails, and social posts. Grammarly helps ensure that all ABM communications are professional and error-free.
8. Content Experience Solution: Uberflip for Personalized Experiences
Uberflip enables the creation of account-based, digital content experiences. It allows you to curate all your ABM content into account-specific hubs, providing a personalized experience for target accounts. By tracking engagement within these hubs, you gain valuable insights into content consumption and effectiveness.
Alt text: “Example of an Uberflip ABM hub, providing personalized content experiences for target accounts.”
9. Adobe Creative Cloud: Empowering Content Repurposing
Skills in Adobe Photoshop and InDesign enable you to repurpose ABM content. Instead of relying solely on agencies, these tools allow you to adapt existing content for various channels, such as display ads, social posts, and presentations. This boosts the ROI of your content investments.
10. Raising the Game with ABM: The ITSMA Benchmark Study
The ITSMA benchmark study, Raising the Game with ABM, offers insights into industry trends and best practices. The study’s ABM Sales Collaboration Index highlights the importance of sales alignment. The data in this study reinforces that ABM success hinges on strong collaboration between sales and marketing teams. This demonstrates that your ABM programs are aligned with industry standards.
Alt text: “Cover of ITSMA’s Raising the Game with ABM benchmark study, providing insights into ABM industry trends.”
11. Dynamic Survey Platform: Gathering Feedback from Sales Teams
Utilizing a survey platform allows you to collect feedback from sales teams about their ABM experience. This data provides valuable insights into the effectiveness of your ABM strategy. Platforms like Qualtrics or Survey Monkey, help track the impact of ABM initiatives and make data-driven adjustments.
12. Sales Email Productivity Platform: Yesware for Personalized Outreach
Sales email productivity platforms like Yesware empower sales teams to personalize outreach at scale. By creating account-based email templates, sales reps can customize messages for specific individuals within target accounts. Integrations with calendars and Salesforce streamline meeting scheduling and tracking, further enhancing ABM effectiveness.
In conclusion, a successful ABM strategy requires a combination of specialized technologies and fundamental marketing and sales tools. From crafting memorable experiences to streamlining content collaboration and measuring engagement, the resources outlined in this practitioner’s guide will empower you to drive revenue and build lasting relationships with your most valuable accounts.
