Generate measurable results from your highest-value accounts with a strategic, multi-channel approach

Successful ABM / ABX involves a lot of moving pieces: data, resources, content, different teams, a new outlook on reporting to name a few.

The 8-step ABM / ABX framework is a strategic approach designed to ensure that all your foundations are in place in order to engage the right people in your target accounts with the right message at the right time, via the right channel. It takes your sales and marketing teams through a comprehensive process that promotes alignment and understanding from the outset, with each step as follows:

• Assessment: Designed for businesses who are either new to ABM / ABX or have already started their journey, the Assessment stage consists of a thorough review to understand to what extent the following 6 steps will be required to prepare for a successful launch.
• Readiness: This stage starts with the basics: what are your goals for the project, and do you have the team (both sales and marketing), tools, resources and data to deliver and measure against them.
• Identify: At this point, we focus on the account-selection approach. The eventual list, which will evolve over time, should be compiled based on several factors: feedback from sales, past results and first party data. 3^rd party intent data should then be overlaid to help prioritize accounts and also identify additional surging accounts.
• Insights: Once the accounts have been selected, we move on to mapping them, further leveraging first and third party data and using this to gather intelligence for the next stage.
• Proposition: Based on the account intelligence gathered, a value proposition and messaging can be developed. The messaging should be adapted to the different funnel stages and can evolve based on feedback from intent signals.
• Content: This stage is designed to ensure that relevant content is available – whether it is created or exists already – based on the value proposition and messaging throughout the funnel. Content should also include sales enablement tools and information.
• Engagement strategy: The final stage before activation, takes the accounts, content and messaging and maps them into different paths across all relevant channels. These channels and paths will vary depending on customer journey stage as well as intent-sourced information.
• Execution and Measurement: the ABM / ABX program is then launched based on the defined engagement strategy. Progress is measured and messaging, content, paths are updated based on performance.

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