ABM involves dedicating substantial resources to a single account, so it’s important to have a robust and accurate process in place to identify the best ones to target.
Therefore, our recommendation is to adopt specific parameters for an MQA (marketing qualified account). This may indicate a state of possible sales availability. For example:
Have more than one contact involved;
Reach a limit number of hours of contact time.
Additionally, it is important to create an ideal customer profile (ICP) . This is a persona that represents the customer your company is looking for. This data can be used as a reference to evaluate potential leads.
In this way, the ICP will help to encompass several criteria, such as budget and annual turnover, in addition to the sectors or industries served.
ABM Results: What to Measure?
But how long does it take to see results? After all, how does kenya mobile database your company know when it’s time to take a step back? Or reevaluate and adopt a new strategy? Well, there are three main metrics that your ABM strategy needs to track:
1) Account coverage
Account coverage is the level of penetration your team has achieved with a client or industry. As such, your team should consider:
How many contacts were identified;
How complete is your knowledge of them;
What is the level of decision-making power of the contacts;
How often your team interacts with them.
Answering these questions allows you to identify where there are information gaps, whether with a particular company, sector or business function.
From there, your teams can focus their resources and attention on filling those gaps, making it easier to ensure a solid foundation to work from.