A recent article by Marketing Land has highlighted a problem that is very much felt by companies. When they decide to undertake an Account Based Marketing strategy , they suffer a strong disorientation given the great amount of changes to implement.
To offer a solution, Marketing Land suggests the 30/60/90 methodology proposed by georgia phone number library Peter Isaacson (CEO of Demandbase) in his book Account-Based Marketing: How to Target and Engage the Companies That Will Grow Your Revenue .
This method helps companies take the necessary actions step by step, addressing one change at a time within a three-month time frame.
B2B marketing tools account based marketing
Let's look at the three different phases one by one, illustrating each time the best tools that will help you achieve your goals within the set timeframes.
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Phase 1 (first month)
In this first phase, it is necessary to define which elements will be part of the ABM team, the so-called ABM Champions . Typically, these are marketing and sales figures.
Next, you need to define the list of Accounts you want to work on. These are the ideal customers selected for firmographic characteristics such as number of employees, turnover, geolocation, etc.
It is advisable not to exceed the length of this list because the risk of losing focus is very high. Isaacson recommends not going beyond a dozen Accounts, and considering it a pilot list to be expanded when the results are collected.
Then you need to define KPIs that include, among others, the conversion rate, the speed of closing the deal and the average deal .
Phase 1: B2B marketing tools
In order to prepare an Account Based Marketing strategy, a company must first have a solid online presence . It is therefore essential to start from the basics of B2B digital marketing (and not only). Focus on Web optimization and SEO strategies to increase the authority of your site.
Moving on to the selection of the accounts you intend to intervene on, equip your team with a good CRM (Customer Relationship Management) platform and choose Lead Generation tools such as Lead Champion , the only one capable of providing you with precise information on the Italian companies that visit your site!
