Account Based marketing

Definition of account-based marketing (ABM)

• Goals/approaches of account-based marketing.
• Application scenarios.
• Delimitations.
• Tasks and roles in account-based marketing.

Strategy

• Land-Expand-Explode.
• Strategy Canvas.

Kick-off - stocktaking.

• Inventory.             
• Goals and challenges of account-based marketing.
• Target customer definition.
• Sales processes.

Target customer profiling

• Target customer profiles.
• Benefit analysis - value proposition.

Content in account-based marketing

• The importance of content in account-based marketing.
• Content assessment - ABM suitability.
• Content conception - individualization.

Customer journey analysis in account-based marketing

• Introduction of customer journey analysis in ABM.
• Stages in the purchasing process.

Automated processes - Nurturing in account-based marketing

• Introduction of nurturing processes in ABM.
• Stages in the purchasing process.
• Nurturing processes.

Sales signals

• Introduction of sales signals in ABM.
• The three levels of sales signals.
• Signal and action.

The customer contact points in account-based marketing

• The touchpoints in ABM.
• Outbound strategy - inbound strategy in ABM.

Routing

• Handover to key account management.

Systems/system integration in account-based marketing

• The importance of systems/platforms in ABMmarketing automation platform, CRM, ERP, LinkedIn, ...).
• Integration of systems - iPaaS integration strategy.
• Data management and data enrichment.