When to & when NOT to use ABM?

An account-focussed approach can help you at EVERY stage of your customer lifecycle

Arguably, it’s a foolproof way generate sales opportunities

Let me break it down for you (at every stage)

Stage: Build Awareness

Target efforts towards select accounts with high-value & high potential to convert

Segment your list into Tier 1 & Tier 2

Tier 1 accounts need 1:1 focus (a lot more personalization)

Tier 2 needs 1: few focus (focussed groups with commonalities)

Stage: Educate Your Audience

What challenges keep repeating during your interactions with target accounts?

Make custom content with white-papers, webinars & guides that helps your audience with strategy and execution

Integrate these into your regular nurtures and other TOFU channels

Stage: Influence Buying Committee

If you’r selling a product or service that costs $10k or above

There is more than 1 decision maker

Some tactics to implement at this stage

• Invite buying committee members on podcasts or 1:1 chat
• Send personalized gifts
• Host exclusive events for better team alignment with your target accounts

Here’s how our founder Arun interviews guests for ABM Voice Podcast

Based on your interactions, share useful guides & relevant case studies

Stage: Consideration

When an account is ready to commit

Create account-specific proposals to suit their integration needs

Dedicate account managers to help them transition smoothly

Empower your buyer with comparisons, case studies & success stories

Stage: Onboarding

Create a personalized onboarding plan for every customer

Provide training they need to make the best use of your product/service

Offer active support with regular check-in meetings in the onboarding phase.

Stage: Product Usage

Track usage within accounts with analytics

Goal is to have a happy customer

Use regular surveys to gauge satisfaction in individual accounts

Have a responsive customer support to address any blockers or inefficiencies.

Also, keep an eye out for upsell & cross-sell opportunities

Stage: Customer Advocacy

Encourage your customers to advocate for you by co-creating a case study showcasing their experience of working with you

Find ways to incentivise referrals for new opportunities

You can also request them to initiate connections with opportunities that you spot in their network

A remarkable client experience not only makes the current customer lifecycle longer but also lays the foundation for a new cycle with fresh customers through the power of customer advocacy.

It creates a self-perpetuating loop of revenue success.

These 7 tactics should help you implement ABM across the board

What are some other innovative account-based strategies that have worked for you?