Why ABM?

ABM is the most efficient way to drive revenue growth and profitable customer outcomes. An effective ABM strategy enables organisations to grow their revenue by acquiring and expanding different account tiers in a personalised and scalable way. While Account Marketing isn’t new, delivering it at scale with greater transparency is.

57%

B2B marketers are planning or starting their account-based marketing journey & 52% of these report ROI.
Green Hat / AMI B2B Marketing Research Report 2021

2025

By 2025 B2B demand generation efforts will focus predominantly on accounts, not leads.
– Forrester

76%

B2B marketers measuring ROI say that ABM outperforms other marketing investments.
– ITSMA and ABM Leadership Alliance, 2020 ABM Benchmark Study

MAKE ABM WORK
Get your guide to Account-Based Marketing to help Marketing and Sales leaders plan and manage their own ABM programs.

Who should ABM?

ABM might be a buzzword at the moment, but the reality is it’s not for everyone. It requires a pre-existing level of maturity across sales and marketing, to drive growth with accounts that match an ideal customer profile.

How do you know if ABM is right for your organisation?

  • Your accounts have the potential to grow in annual revenue.
  • You’re involved with complex sales cycles that are typically lengthy to close.
  • There are multiple people involved in the buying decision of your product/service.

Green Hat’s approach to ABM

Known as the B2B growth agency, we have spent 20 years working with local and global companies to help grow their accounts, using our fully integrated range of services.

How do we help assess, build and implement successful ABM programs for our clients? We do so by using our 3-phased approach to ABM to measure maturity and discover optimisation opportunities.

1
ABM strategy blueprint – We help you develop an ABM program that’s right for you, whether that be strategic 1:1, 1:few or 1:many.
2
Program implementation – connecting the data, implementing the technology, and unleashing cohesion between customer engagements, marketing and sales.
3
Program optimisation – continuously optimising marketing’s engagement with accounts, and the orchestration between sales and marketing.

The ABM approach that’s best for your organisation depends on the account growth potential as illustrated by these 3 tiers:


ABM 5-step process

Together we will guide you through the 5-step process to set up your ABM program:

  • Business goals and targets
  • Define your ideal client profile (ICP) and target account list (TAL)
  • Define data strategy and schema
  • Develop CVP and message hierarchy
  • Audit existing content
  • Define content map across the customer journey
  • Define personalisation approach
  • Design channel mix
  • Design nurture program
  • Review MarTech and SalesTech platforms and integrations
  • Define funnel orchestration process
  • Define reporting and analysis requirements
  • Finalise ABM strategy
  • Finalise implementation / activation plan
Step 1: Goals & Audience
  • Define your ideal customer profile and target account list
  • Develop buying-party personas and customer journeys
  • Define the data strategy and schema that’s most helpful for sales

Step 2: Message & Content
  • Develop CVP and message hierarchy
  • Audit existing content
  • Define content map across the customer journey

Step 3: Customer Engagement Journey
  • Define personalisation approach
  • Design channel mix
  • Design nurture program

Step 4: Sales Orchestration
  • Review MarTech and SalesTech platforms and integrations
  • Define funnel orchestration process
  • Define reporting and analysis requirements

Step 5: Implementation Plan
  • Finalise ABM strategy
  • Finalise implementation / activation plan

Want to understand more about how to
embed ABM for your organisation?
Request a consultation today.

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