ABM framework

**Dynamic management of your target accounts for maximum engagement**

It's all about the process

There are many interpretations of ABM and how this strategy should be designed and deployed.

Our process is called the ‘ABM framework’. We have designed it to support modern Sales and Marketing teams and their strategic imperative to win, grow, and retain their most important accounts.

Once activated, it orchestrates all ABM program types, allowing target accounts to move seamlessly between carefully crafted experiences with the primary goal of starting conversations, building pipeline and ultimately delivering revenue growth.

ABM is a hot topic because… it really works. Typical outcomes of ABM are: increased pipeline, larger deal
size and faster velocity.

Latané Conant | Chief Market Officer | 6sense

ABM framework

Strategy, Plan & Build (Months 1-3)

Define your Ideal Customer Profile (ICP)
Commission Insights reports (industry, customer, pain, etc.)
Build and tier your Target Account list
Develop your value proposition
Design your content strategy
Develop your creative experience
Sign off campaign execution plan

Campaign execution (Months 4-6)

Launch at scale ‘Always-on’ One-to-many program
Launch One-to-few campaign into 15 accounts
Consider One-to-one for your most valuable account(s)
Build reporting dashboards
Optimize campaigns

Campaign execution (Months 6-9)

Review and optimize ‘Always-on’ One-to-many program
Revisit account insights
Select second wave of accounts for One-to-few program
Promote relevant One-to-many account(s) into One-to-few program
Enrol account(s) in One-to-one program

Campaign execution (Months 9-12)

Review and optimize campaigns (particularly One-to-many)
Review account insights (refresh prior research to validate accounts)
Select new wave of accounts for One-to-few or One-to-one program
Consider promoting One-to-few account(s) to One-to-one program

The ABM framework

A closer look

One-to-many ABM

The most effective approach is to launch an ‘Always-on’, omnichannel campaign to your entire Target Account list (we recommend all tiers).

This ‘Always on’ One-to-many program targets 100s (or even 1000s) of Accounts with the objective of raising brand awareness and driving engagement.

Accounts in this program should be reviewed each quarter to promote to a One-to-few program if engagement and account value warrants additional investment or demote to a demand gen initiative if disengaged.

One-to-few ABM

Here you are targeting a subset of your Target Account list that displays similar business characteristics, challenges, or business drivers - what we term a ‘Cluster’.

We recommend a maximum of 15 accounts per quarter should be enrolled in a One-to-few program.

Accounts are reviewed each quarter with accounts promoted or demoted according to engagement.

Account personalization is typically 10-15% with the value proposition developed at the Cluster level.

One-to-one ABM

You are now focusing significant resources on a handful of accounts (we recommend no more than one to three per 6 month period.)

This program requires deep account and buyer committee insights and value proposition development combined with data-led creativity to deliver a highly personalized account experience that demonstrates in-depth knowledge and understanding of your target accounts’ business issues.

We recommend One-to-one ABM for your most important accounts, i.e. typically an existing customer you are looking to grow and retain or a major opportunity which warrants the investment.

"What percentage of your company's overall revenue
is attributed to ABM?"

Terminus, The State of ABM (2020 Report)