From the course: Account-Based Marketing Foundations
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Creating target account lists
From the course: Account-Based Marketing Foundations
Creating target account lists
- Your account-based marketing, or ABM, strategy is only as good as the accounts you're going after. SiriusDecisions, an analyst firm, found that 91% of the teams doing ABM close larger deals from their target accounts than non-target accounts. That's why it's so important to get your target account list right. As a marketer, you're probably familiar with segmentation. Any time you have a go-to market strategy for a group of accounts, that's a unique segment. From an ABM perspective, creating a list of specific accounts helps marketing and sales teams prioritize the hottest accounts, tailor messaging to those segments, and run more personal campaigns. There are three ways to dynamically segment with an ABM: one-to-many, one-to-few, and one-to-one. In one-to-many, you are targeting a group of accounts with similar characteristics based on firmographic data like industry or a company size, intent data, or companies that are researching similar products online. This is almost the same as…
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