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There’s been a lot floating around on LinkedIn around how to select your target accounts for an ABM strategy.
And I have some beef. Like, Omaha Steaks beef.
Some of the processes are confusing
The data being promoted is wrong
That’s quit a spicy take on a Sunday morning, I know.
But the trend I’m seeing is the confusion between account selection criteria versus engagement triggers or “signals” and we need to do some clarification.
Accounts are the foundation of a successful ABM strategy, and when you use the wrong data to select your accounts you put that at risk.
So let’s break down the difference between criteria and triggers.
Account Criteria
The first thing to understand is that your ABM strategy should support one or more business objectives. These are things we’ve covered before like market expansion, vertical expansion, or enterprise expansion, etc.
Once you’ve identified which objective to support, you can then begin to understand which accounts best support achieving that objective.
Most of this data will already be available in your CRM because you’re focusing on accounts with some sort of pre-existing relationship. This is what you’re seeing in the left-hand column in the image below.
Triggers or Signals
Once you have your ABM strategy up and running is when you can identify specific triggers of engagement. This is when you would want to coordinate with your sales teams on when to reach out to these accounts.
Examples of these are what you see on the right-hand column in the image.
This is where it’s important to note that this data shouldn’t be used to determine which accounts you select for your strategy.
I see a lot of people promoting this otherwise, and that can be dangerous because you’re not directly aligning your accounts back to strategic objectives. And when you don’t do that you risk being able to drive top-down buy-in and cross-functional alignment that’s needed for success.
The Ultimate Guide for Building an Account-Based GTM Strategy gives you a step-by-step process for understanding how to identify strategic objectives or GTM goals, which accounts best support those and how to create a quarterly plan.
This is how you take your ABM strategy from being perceived as merely a marketing project to a strategic GTM approach.
Simplify the way you select your ABM target accounts
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Need help selecting your ABM target accounts?
Trying to figure which accounts to target for your ABM strategy can be difficult.
Using the framework in The Ultimate Guide to Building an Account-Based GTM Strategy, we can work together to select the right target accounts and build out an ABM plan that will deliver more meetings, pipeline and revenue for your company.
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