ABM campaign strategy and consulting services
Building a fully integrated account based marketing strategy to drive leads, sales, pipeline, and sales conversions.
B2B companies report a 200% increase in revenue when improving ABM efforts
- ITSMA
Businesses with complex sales that involve multiple stakeholders need an integrated sales and marketing strategy that engages each individual stakeholder with relevant content and sales collateral to progress sales forward.
The benefits of an integrated ABM campaign strategy
Business agility
Integrate sales and marketing to engage individual decision makers faster, with more relevant content to drive complex sales forward.
Knowledge sharing
Account based marketing aligns sales and marketing behind one common goal. Measuring performance through one set of data encourages greater collaboration and knowledge sharing.
Streamlined operations
By planning the ABM strategy in advance, businesses can operate a set of streamlined sales and marketing processes. This streamlines admin and enables businesses to spend more time closing deals.
Businesses that need multiple stakeholders to approve a sale often don’t have an account based sales and marketing framework. As a result, they can only operate a reactive sales and marketing strategy. This sacrifices business agility and creates siloed working practises which leads to less collaboration and knowledge sharing between sales and marketing.
An ABM campaign strategy which integrates sales and marketing streamlines the sales process and delivers a better sales experience for all prospects. Providing the right information at the right time in the sales process to each key decision maker shortens the sales cycle and increases sales conversion rates.
Our approach to ABM campaign strategy
Our four-step process to building a robust ABM campaign strategy
Map the sales journey
Map each stage of the sales journey and define the requirements of each key decision maker throughout the sales journey to prepare a streamlined sales process.
Define the prospects
Research the decision makers and build stakeholder specific personas which define their pain points, aspirations, sales barriers, drivers, informational requirements, and educational needs.
Builds the ABM playbook
Outline the stakeholder engagement plan, sales and marketing tactics, email automations and sales tasks that define how the ABM Marketing campaign will run.
Plan the content
Based on the ABM playbook, develop the content plan, including elements such as sales brochures, webinars, email scripts, marketing promotions, sales promotions, blogs, and social media content to maintain stakeholder engagement throughout the sales journey.
A well defined ABM campaign strategy can unify sales, marketing, and operations as well as greatly simplifying the sales process to drive growth for businesses involved in complex, multiple stakeholder sales.
Related Services
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ABM persona development
Researching and defining the psychographic and demographic attributes of each individual stakeholder in a complex sales process
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ABM Content Development
Planning, developing and deploying a comprehensive suite of content to fuel an account based marketing programme
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ABM campaign management
Managing account based marketing content, data and technology
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Sales journey mapping
Developing a multi-channel and intuitive sales journey which nurtures and converts prospects
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Sales process optimisation
Streamline sales efficiency with a fully optimised set of sales processes
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ABM strategic roadmapping
Account-based marketing strategy to nurture complex sales
The team have worked with some of the biggest brands and ambitious startups in the world
The company we keep
Our 50 years of combined experience working with over 80 global brands means we deliver at a world class standard.
Dean Seddon
CEO – Maverrik
“Highly recommend partnering or collaborating with the team if you want to take your marketing performance to another level. The refreshing partnership approach and the commitment to be at the fore of marketing and automation is unwavering.”
Madeline Penton
Co Founder & CEO - ICPlan
“Totally transformed our business. I would highly recommend the team to anyone, whether start-up or fully established business to 10x your marketing and sales success.”
Richard Marshall
Founder – Pall Mall Barbers
“I have worked with the team over the past few years – their strength lies in their ability to develop actionable consumer insights, get under the skin of the customer and the competition to develop a competitive advantage.”
