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1、ABM AuditChecklistThe B2B Marketers Secret Weapon for Smart Tactics&Successful PlanningContentsDiving deep into ABM Budget for Easy Wins Leverage ABMs Cross-Channel ApproachEnsure a Smooth 2022 TransitionBoost Brand AwarenessPicture ThisFuture-Proof Your DatabasesKickstart your checklist for a kille

2、r 20244581113151719As we transition from 2023 to 2024,its an exhilarating time in the ABM industry,marked by growth and new beginnings.RollWorks understands that the landscape is constantly evolving,and were here to guide you through it.Looking back on 2023,lets celebrate our resilience and the inno

3、vative strategies weve embraced.Now,as we step into 2024,its the perfect opportunity to fine-tune our ABM approach,ensuring were not just keeping up,but staying ahead.Are you excited to explore the possibilities that 2024 holds for your ABM strategy?Lets dive into this checklist together!Were here t

4、o help you harness every opportunity and turn challenges into triumphs.Lets make 2024 a year of remarkable achievements in ABM!IntroductionThe truth is,now is the perfect time to work on some housekeeping to get set up for success in 2024.Auditing your ABM now is about making long-term,high-impact a

5、djustments that will save you time in the future.Thats going to mean reversing some of the strategies you implemented to counteract the economic downturn and exploring new strategies to carry your business through the year.If this sounds like a complicated task to take on,dont worry.Restoring your m

6、arketing and sales teams to pre-downturn levels is easier with ABM,especially if youre looking to rebuild your funnel,target your most engaged accounts,and significantly soften the impact of losing a contact.Additionally,with ABMs cross-channel approach,you can reach both new and old contacts within

7、 accounts with more than just spray-and-pray email tactics.ABM encourages your marketing and sales teams to work together to reach key members of buying committees wherever they are,which is especially helpful considering how many of us are still working from home.Diving Deep Into AbmFor one reason

8、or another,accounts showing high intent or engagement may have been left in your“todo”column in light of the economic downturn.Maybe resources were scarce or your teams focused on more pressing projects to stay afloat.Either way,its now time to look into all available options.If you havent gone back

9、 and updated your ideal customer profile(ICP),you now have an excellent opportunity to search for new verticals as individual industries open up.Once youve done that,its time to re-prioritize your target account list(TAL),prioritizing high-fit accounts based on intent or engagement data.Verifying th

10、e accuracy of valuable account data is a simple but powerful method to prioritize your budget to capitalize on easy wins.You can see who has engaged with you over a certain timeframe at various stages of funnel contentand most importantlywhich accounts are expressing top-of-funnel,high-intent signal

11、s.Budget For Easy WinsNormally,you would increase your marketing investment for the highest value accounts on your TAL once you are satisfied that your database is reliable(more on that later).But,for the time being,those accounts may not have the same level of accessibility.Thats why its important

12、to take this moment to consider all the easy wins available to you.The more high-profile accounts could be in a holding pattern,but you can still maximize your ABM budget by collecting conversions on accounts that might not have been a priority in busier seasons.Its all a matter of budgeting efficie

13、ncy.For example,if 80 percent of your ABM budget was previously targeted toward accounts that have recently become inaccessible,taking 10-20 percent of that amount and applying it to accounts more likely to result in conversions could maximize your multi-channel dollars until its business as usual a

14、gain.In many ways,this is just a temporary adjustment to the size of your TAL.By spreading your resources to cover more areas,you can limit the impact any unforeseen changes will have on your business.You may also need to take another look at your ICP.Reconsider how the accounts youll target this ha

15、lf fit into your existing ICP and which attributes youll want to target.Firmographic attributes(how a company fits into the marketplace)Geographic location:Industry:Company size(number of employees):Revenue:Use this handy worksheet as a template for how to analyze an individual accounts suitability

16、for your companys needs:Technographic attributes(what technologies your prospects and customers use)Software 1:Software 2:Software 3:Software 4:You have likely already gone through this process for your high-value accounts,so youre familiar with what youre looking for.Try to think of this as a minia

17、ture version of the same thing as you determine the“easy win”attributes that will boost conversions.Compare your previous closed-won accounts with these possible targets to identify attributes they have in common.Once thats done,youre on your way to maximizing your ABM budget for the current market.

18、One of the biggest challenges for account-based marketers will be reaching the buying committees of target accounts.In the past,you could be confident that addressing outreach to a company office would eventually reach someone willing to take a look.However,contacts are still going to be spread out

19、with many still working from home.Thankfully,ABM isdesigned with a cross-channel approach in mind,so reviewing channels youre currently using will help you gain traction with the“easy win”accounts from the previous section.Leverage Abms Cross-Channel ApproachContent and thought leadership personaliz

20、ed to accountExecutive-to-executive outreachDirect mail and e-giftingContent syndicationIn-person events(where applicable and safe)Webinars and digital eventsPaid social media ads directed to specific accountsEmail marketingNewslettersTargeted digital ads(display ads,testimonial ads,air cover B2B ad

21、s,etc.)Use this ABM channel checklist to make sure no stone goes unturned in your marketing budget:Top-of-funnel activities are listed first in this ABM channel checklist.They require more time and resources to properly execute and should be saved only for the accounts that have shown high engagemen

22、t or intent.Priming your TAL with easy wins is only an effective strategy if your outreach is prioritized to match it.Of course,you want to take advantage of the latest and greatest technology to reach your high-value customers.Opensense email signatures can help you maximize the marketing potential

23、 of each email,feeding engagement data directly to your sales team to assist data-driven decision making.When trying to make the most of e-gifting,Alyces one-to-one gifting platform can help to create bonds at scale,while PFL and Sendoso can help define your digital brand experience with e-gift card

24、s and virtual experiences delivered over a curated and tracked multi-channel journey.ABM means personalized outreach,and Hushly and Reactful can help your team build content-driven experiences for target accounts with the help of AI.Uberflip can help your ABM become binge-worthy,providing AI-powered

25、 content recommendations and insights into how each channel is working to assist with outreach optimization.You probably had to seriously rethink your marketing and sales programs to suit your company needs during the last year.Now is the time to review which of those strategies to kept up and which

26、 strategies you need to jettison to get back to previous levels of productivity.An easy way to prime your company for success in the changing marketing landscape is to use the RollWorks Identification Solution to identify account intent and see which accounts are already back online.Match the accoun

27、ts that have high intent with your TAL and you will quickly have a list of available accounts within your ICP that you can start targeting.Again,this will sound familiar to anyone who has used ABM or the RollWorks platform to identify and target accounts in the past.Consider this an in-between stage

28、 that can prepare you for targeting the biggest and highest-value accounts in the future.Ensure A Smooth 2024 TransitionTaking action to boost brand awareness now could have an amplified effect once traffic picks up.You may not have the ability to log the same number of conversions that ABM normally

29、 provides.With a solid plan to tackle the accounts that might result in easy conversions,you can now take a moment to refine your brand messaging.This will set the table for targeted accounts in the future and give you the space to ensure your funnel continues to move up.Its also an ideal time to te

30、st out new campaigns to progress entire buying committees throughout their journey.But before you launch campaigns,make sure youre set up for measurement success.Here are a few things you should be sure to do along the way:Boost Brand AwarenessTrack campaign metrics for engagement,lift,influenced op

31、portunities,and accrued revenueCheck results for sales automation emails directed at accounts at the beginning of their buying journeyInform sellers on engagement spikes following outreach to capitalize on effective campaignsThese tasks provide valuable data on how your ideal customers perceive your

32、 brand.You can tweak brandmessaging to these insights,giving you a springboard to better engagement once the dust clears.What does your brand voice say about your company?Why would a closed-won account refer your company to others?What is your companys unique value proposition that sets it apart fro

33、m the competition?Based on your companys engagement data,why does your most effective content,outreach,etc.resonate with your accounts that match your ICP?Craft a new pitch for your brand using these updated insights:If youre looking to revamp your messaging to prepare,answer the following questions

34、 and come up with a new elevator pitch to help you brainstorm for new campaigns.In the economic downturn of 2023,one of your top accounts in the TAL was nearly ready to seal the deal.But as the economy tightened,they backed off,promising to return when things looked up.Now,youre in a bind.Many conta

35、cts you relied on have gone quiet,and without fresh data,youre stuck.Heres where our feature Hot Contacts comes in to find engaged folks from the same account who are already interacting with your content.Its like a radar picking up signals from potential leads you didnt even know existed.Plus,with

36、Workflows,you can seamlessly connect these new dots,automating campaigns that speak directly to these newly found contacts.Bottom line:Keep your TAL dynamic and resourceful,ensuring youre not left high and dry when old contacts fade away.Its about staying sharp and responsive,ready to re-engage when

37、ever your prospects are back in the game.Picture ThisSharing data between marketing and sales is a foundational piece of the RollWorks Account-Based Platformdoing so synchronizes how both teams identify and engage with targeted accounts.Sales teams can match their messaging with your marketing strat

38、egies and marketing can tell sales which accounts are ripe for picking.Both will speak the same language about your products or services.Next to each function,place a checkmark in the“sales”or“marketing”columns if you think it is vital to either department:MARKETINGSALESDefining target audiences usi

39、ng account and contact dataPopulating campaigns with Salesforce dataLeveraging sales funnel data to inform ABM strategies and determine your ICPCreating multi-touch campaigns with consistent messaging across marketing and salesAnalyzing campaign performance at the account and contact levelIf you che

40、cked all the boxes in both columns,youre on the right track.The bi-directional flow of data provided by the RollWorks+Salesforce integration will only grow in importance as you work together to update TAL contact data this half.Data is at the heart of every well-run ABM program.Even the most sophist

41、icated ABM plays would fall flat without regularly updated databases.As such,you should think about your databases as living,breathing resources that need tender care and a human touch from time to time.Like any resource or tool,you might have to perform some maintenance every now and then to mainta

42、in optimal performance.Not only will this improve your ABM plays,it will also save your team valuable time when you may need it most.You should also take this moment to consider enriching your data with both first-party and third-party sources.The more you diversify data collection,the less likely d

43、isruption is to affect your ability to market successfully.A lack of third-party data wont be a big problem for account-based marketers,however.ABM demands a cross-channel approach.If one channel is closed off due to new technology or consumer privacy concerns,you will know which channels will be th

44、e most promising for engagement alreadyespecially when you use the RollWorks Measurement Solution.Future-Proof Your DatabasesBut youll still need to make sure your database is solid all the way throughupdated with the latest CRM information and prepared to seed the flow of data between marketing and

45、 sales.Use this to-do list to make sure your ABM database is future-proof:Remove redundant or inaccurate information from your databaseallow sales to provide input on which contacts are active and responding to outreachMap the remaining gaps in your customer dataFill those gaps either through sales

46、outreach or by acquiring third-party dataReallocate marketing and sales resources with an emphasis on pursuing accounts with a greater amount of existing information,as per your updated databaseReassess CRM protocols for both marketing and sales to support regular database maintenance and proper dat

47、a collection fundamentalsKickstart Your Checklist For A Killer 2024Auditing your ABM practices during your downtime is a necessary step in ensuring your marketing is in theright position by the time 2024 arrives.Plus,itll help you beat those lofty demand gen goals.Once you complete the checklist,you

48、 will have accomplished the following:Created a budget to gather easy wins in a competitive marketExplored every outreach channel available to your businessLaid the groundwork for a smooth transition in light of economic headwindsRevisited the qualities that make your brand greatUpdated your target

49、account list with help from salesFuture-proofed your database with relevant account informationCheck back in throughout the upcoming months to see how far along in your ABM audit journey youve come.Get in touch with RollWorks for more information on how you can make the RollWorks Account-Based Platf

50、orm work for you.At Rollworks,We Get Buyers.Weve spent 15 years collecting and refining 1.2 billion digital profiles,representing the most comprehensive,trustworthy buyer data available on the market.We use AI and machine learning to turn this buyer data into actionable insights and help customers activate those insights to drive full-funnel outcomes using our exceptional native B2B advertising product and integrations into 24 additional marketing and sales tools.To learn more request a demo with RollWorks!