Article originally published on MarketingProfs here.
In my experience implementing ABM as a SaaS CMO, and then working with other B2B companies as a consultant, I’ve found 10 key steps that lead to ABM success. More important, I’ve identified some common mistakes so you can avoid them.
Step 1: Identify your ideal buyer
So your VP of Marketing just announced that your entire organization is going to shift to Account Based Marketing (ABM) and you’re thinking “Shoot me now! It’s hard enough to create content to feed our marketing engine now, how am I supposed to create personalized content for a dozen personas?!”
Back away from the cliff!
I have good news! You can be the hero of your company’s ABM initiative!
Content Superhero Weapons
In order to help your company win at ABM, you’ll need to bring to the table the following content weapons: