Five Steps to Build a Recession-Proof ABM Program

Looking to get off the treadmill of producing endless content and feeding the ABM machine with little result? In today’s challenging economic environment, programs need to be more efficient and effective than ever. Here are five steps to get you started on your way to building a market-ready ABM program:

• Target specific people and accounts – identify actual accounts and list key targets within the account.
• Know who and what is important – profile the personality type of your targets and differentiate between responses and engagements.
• Use ‘friendlies’ to reach the real buyers – identify the need, not just target decision-makers.
• Build the business case – focus on relieving the pain specifically to the account, and make sure it’s close to their core operations.
• Communicate it back – use language that connects with the key targets and offers that are highly personalised.

Digging deeper into the needs of an account and creating targeted marketing assets is key to success. It is also important to ensure that sales and marketing work together to ensure the business case is communicated effectively. By doing so, you can create a recession-proof ABM program that helps you move the buying process forward.

Originally reported by Martech: https://martech.org/5-steps-for-building-a-recession-grade-abm-program/
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