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Let's Talk ABM- Best Tips From Demand Generation Experts

Hey there,

Account-based marketing is full of possibilities, but this also overwhelms the ABM practitioner, including me. 

Usually, an ABM enthusiast’s most common dilemmas are figuring out where to begin, planning the strategies, and making the most of this method.

To explore more about ABM and find answers to such questions, I chatted with Prem, the demand generation director at ANSR. A marketeer by choice and engineer by education, he comes with an experience of over 16 years and has worked with multi-billion dollar companies like IBM and Oracle. 

We kicked off the call with an understanding of what ABM really means. 

As per Prem, it’s focusing your resources on engaging high growth and high potential accounts for your business. These ‘Hero Accounts’ are usually enterprise accounts that demand tailored content and a focused approach. 

You’re wrong if you think ABM is just a buzzword or a promotional gimmick. It’s been an integral part of marketing for a decade, and in Prem’s words, ‘there’s no other choice’ if you want sustainable returns on your investment.

Table of Contents

But how to bag your ‘Hero Accounts’?

When asked this, Prem honestly said that there aren’t any hacks to get your desired set of accounts. But you can begin with the following for a headstart.

  • Spend a good time choosing and defining your filters to start the hunt. He uses around 25 filters to put an account in the ABM list.
  • Concentrate your resources on the preferred market space. For reference, you can assign five accounts to one team member.
  • Keep yourself updated with the latest information. Indulge in meaningful conversations through communities or forums.
  • Understand your buyer’s preferences. What might seem important to you may not even be on your prospect’s list.

Once you find your best accounts, you can engage with them through the following.

  • Dynamic Landing Pages: You can create dynamic content based on your landing pages targeting a particular account, region, or industry. This is Prem’s preferred form of prospect engagement. 
  • Personalized Content: Personalization is the key to building relationships. Try to have direct communication with the accounts through appealing and informative content.
  • Technology: It has been a critical aspect of every marketing effort. Today you can experiment with augmented reality (AR) or virtual reality (VR) to attract audiences.
  • Cookie-based Advertising: If money isn’t a constraint for you, you can also dabble with this form of advertising.

Tips for Beginners

Prem ensures that at ANSR, they practice ABM to target enterprise companies that can benefit by starting GCCs (Global Capability Centers) in India, APAC, and Eastern Europe. 

“Don’t start without a plan.” 

Prem’s advice to every ABM practitioner is to start small, keep the content ready, and experiment with the target list.

I hope these excerpts from our discussion with Prem helped you gain fundamental knowledge about ABM.