In a blog posted earlier this month, I mentioned that we’d be releasing an account-based marketing workbook to guide marketers through the process of developing a full-fledged ABM program. Well, my procrastination has ended and that day has come…with three days to spare actually.
The initial idea for the workbook came about as Matt and I were discussing all the conceptions of what account-based marketing is and what a sophisticated ABM program today entails. If you’ve ever had a conversation on this topic, you know how many turns it can take – a lot. That’s because ABM isn’t a simple process – it’s much more than just naming your wish list of clients or customers.
Realizing how complicated an ABM effort could be if you didn’t have a structured program (and the right technology), we thought a workbook to facilitate marketers' efforts would be a good idea.
The result is a step-by-step resource designed to guide you through the several stages of creating an effective account-based marketing strategy:
Setting agreed-upon goals among your marketing and sales colleagues
Identifying the accounts you'll target as well as the decision-making personas within those accounts
Mapping content to the buyer's journey
Planning content distribution tactics to attract account and persona engagement
Devising an ABM technology road map to increase program efficiency and effectiveness
More than an instructional guide, the workbook includes eight customizable worksheets to help you track and organize your efforts.
If you have any questions or would like some assistance in developing your own ABM program, please reach out to us at Integrate or Heinz Marketing.