ABM

Automate ABM on your website and create consensus in the buying committee by creating account-specific content journeys for each visitor — giving your buyers an experience that reflects what they’re looking for.

Explore best practices by maturity stage and click on the tactics to learn more about implementation, outcomes, and value. You'll also find client success stories and additional resources to inspire.

 

Experimental
Operational
Amplified

Experimental Stage

"We have a target account list we’d like to reach out to, and we have a good idea what kind of content they’d like to see."

You are at this stage if you are:

  • You have identified your top target accounts using your defined criteria (for example: industry, vertical, persona, or job role).

  • You have 3-5 pieces of content for at least one defined group.

  • You are fully aligned with sales on the strategy to get started.

  • You have also formed a pilot sales group for testing.

     

Identify high-performing content assets for your target accounts and personas.
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Personalize the CTAs for each target account in your content tracks, email outreach, etc.
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Consider creating 1:few landing page for target accounts leverging attributes.

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Revisit your form strategy and enable content self-service through gated & ungated assets.
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Measure engagement for content and accounts

 
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Empower sales teams to send the right content to the right prospect at the right time
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Operational Stage

"We already use a few marketing tools that help us with ABM. We know who our target accounts are and the best ways to reach them."

You are at this stage if you are:

  • You use ABM-specific technology to drive marketing efforts.

  • You are actively reaching out to multiple targeted accounts across multiple channels (e.g. email, social, phone).

  • You have increased the amount of content we send to target accounts.

     

Guide your accounts to the information they’re searching for by highlighting trending topics across visitors.
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Better understand who is an active member of the target account’s buying committee
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Alert Sales to Hot prospects based on Lead & Content Activity/Engagement
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Integrate with 6sense or DemandBase to sync analytics across platforms
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Amplified Stage

"We’ve been using ABM forever and we’re a well-oiled machine. I’m not sure what else we can do to improve!"

You are at this stage if you are:

  • You have seen success and can measure future planned activities using defined success criteria.

  • You are actively targeting several accounts and have sent sales multiple qualified leads.

  • You have expanded use of PathFactory to your entire sales org. Your sales team uses the insights during customer outreach.

 

Refining intent data to target existing accounts and reach out to new ones.

 
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Using Salesforce to feed engagement reporting at both the contact and account level, while enabling your sales team to follow up with packaged content.
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Auto-generating targeted content for every stage of the buyer’s journey.

 
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Scaling your outreach with omnichannel targeting at the account level using your best-performing content.

 
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Leveraging Segments and Routes to guide targeted accounts to customized content experiences across the site and advertising channels.
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Expanding or creating 1:few and 1:many experiences as well as new 1:1.

 
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Enabling sales team to follow up w/ pkgd content directly from Salesforce (PathFactory for Revenue Intelligence)*

 
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