I wanted to highlight a new set of tools that are posted at http://www.themarketingpractice.com/practices/account-based-marketing.php.
It is fairly easy to buy into the theory behind account-based marketing (ABM): companies can make a lot more out of their existing clients, and marketing has a major role to play in driving this revenue.
But every project needs to start somewhere. Which accounts to focus on? How to gather intelligence on them? How to convert this intelligence into actionable marketing activities that support sales? My favourite tool is the ‘wheel of death’ that highlights the range of options available for companies looking to pursue account-based marketing all the way from profiling target organisations and decision-makers, through selecting the relevant propositions, to 7 different kinds of communication activity.
One piece of advice: don’t stop with gathering intelligence on target accounts (the more theoretical approach to account-based marketing). The real results from ABM come when marketing actively gets in touch with decision-makers.
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It is worth noting that his approach to marketing resonates well with an advocate or influencer-led model.
Not only can you grow revenue from existing accounts using this approach but powerfully-voiced advocates can help penetrate new accounts too, especially in growth markets.
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