ABM can be very confusing to start with. More so, if you have not identified those named accounts that you really want to go after. The ones you must win!
‘The Accounts’ that you identify as well as the insight that you have about each one of those accounts, form the bedrock of your entire Account Based Marketing campaign. It’s necessary to select accounts that are of best fit to your marketing messages, otherwise the entire ABM campaign will not be effective.
So, how can you do some quick search sitting at your desk, and still be able to identify your dream ABM Accounts?
Research helps understand who your ideal accounts are
Desk Research helps in the understanding of your ideal customer profile companies. A necessary step and a prerequisite before account insight and planning of the targeted marketing campaign, research is vital and forms as the bedrock of your entire Account Based Marketing campaign. Research helps identify who your ideal accounts are – from their financials to their strategic objectives and priorities. Through leveraging simple desk based research you will be able to understand your ideal customer companies better and be more aligned with them.
Desk Research helps refine and filter your target accounts for ABM
Refining and filtering of your target accounts is necessitated by the precision needs of your Account Based Marketing campaign. Your ABM accounts need to be highly relevant to your company’s value proposition and messaging. Desk Research helps in the refining and filtering of target accounts through relevant and recent news about target account’s needs. Desk research does this filtration and refining by looking at your company’s overall objectives and value proposition and aligning it with the ideal companies – looking at their firmographics as well as technographics.
Conclusion
Overall, through desk research, you will be able to list down a highly refined and filtered list of ABM accounts. Desk research does this filtration and refining through deep-dive research into your ideal customer profile companies. After this, you will be able to come up with a list of dream accounts for your entire Account Based Marketing campaign to be planned under.