How to create your ABM strategy?
Posted: Thu Jan 23, 2025 9:32 am
Account Identification (Targeting):
A bit of theory – segmentation in ABM – Segmentation is the key to the success of your campaigns . You need to identify 2 things before you start writing your ABM campaigns:
. PAI: Ideal Account Profile
. ICP: Ideal Customer Profile
They are better known as “personas”, with one slight difference: forget about “Hélène, 34 years old, CSP who goes shopping at Natura”, and instead use the available data to create your IAPs and ICPs.
For DPI, we will look for signals that show that this company is a qualified lead .
“Static” signals: sales, number of employees, location of headquarters, whether the company is pr directors email list international or not, etc.
“Dynamic” signals: everything that has happened in the life of the company during a defined period of time (the last 6 months, for example, in B2B): it has been present at a trade show, it has raised funds, it has received an award, it has massively hired certain types of profiles, it has published certain job descriptions, it has recently changed its CRM tool… and so on.
We will find it in Linkedin Sales Navigator, but also on the company's LinkedIn page, and on Google News, thanks to Google's Boolean operators...etc.
For the KPI, we are going to look for a perimeter and a decision-making capacity in our prospect. In this case, it is about the same thing:
Static signals: position, number of years of experience in the career, number of years of experience in the company, years of experience in the current position,
Dynamic signals: You just got promoted, what's in your job description, what you post on LinkedIn or interact with, what your interests are.
We will find out on Linkedin Sales Navigator, but also on the prospect's LinkedIn page, on Google News, on Webmii
Disclaimer
**It's also important to remember that in account-based marketing, as in all other forms of marketing, there is no single decision-maker in the company. There are different levels of decision-making to consider, but we'll talk more about this in the account mapping section later.
A bit of theory – segmentation in ABM – Segmentation is the key to the success of your campaigns . You need to identify 2 things before you start writing your ABM campaigns:
. PAI: Ideal Account Profile
. ICP: Ideal Customer Profile
They are better known as “personas”, with one slight difference: forget about “Hélène, 34 years old, CSP who goes shopping at Natura”, and instead use the available data to create your IAPs and ICPs.
For DPI, we will look for signals that show that this company is a qualified lead .
“Static” signals: sales, number of employees, location of headquarters, whether the company is pr directors email list international or not, etc.
“Dynamic” signals: everything that has happened in the life of the company during a defined period of time (the last 6 months, for example, in B2B): it has been present at a trade show, it has raised funds, it has received an award, it has massively hired certain types of profiles, it has published certain job descriptions, it has recently changed its CRM tool… and so on.
We will find it in Linkedin Sales Navigator, but also on the company's LinkedIn page, and on Google News, thanks to Google's Boolean operators...etc.
For the KPI, we are going to look for a perimeter and a decision-making capacity in our prospect. In this case, it is about the same thing:
Static signals: position, number of years of experience in the career, number of years of experience in the company, years of experience in the current position,
Dynamic signals: You just got promoted, what's in your job description, what you post on LinkedIn or interact with, what your interests are.
We will find out on Linkedin Sales Navigator, but also on the prospect's LinkedIn page, on Google News, on Webmii
Disclaimer
**It's also important to remember that in account-based marketing, as in all other forms of marketing, there is no single decision-maker in the company. There are different levels of decision-making to consider, but we'll talk more about this in the account mapping section later.