The Perfectly Imperfect
It's not surprising that Account-Based Marketing is the most talked-about trend in B2B marketing. Companies that have adopted ABM have seen impressive results.
But ABM is not easy.
Although ABM is proven to deliver results, most companies are not ready or able to make the necessary investment to make it perfect.
The imperfect approach is the MVP version of ABM.
Whether you’re low on budget and resources or just looking for a quick way to get started, the imperfect ABM is designed to help you start reaping the benefits with a modest investment. Applying the MVP approach to ABM, you can start seeing results in as little as 90 days, iterate and improve.
Go for the needles, skip the haystack.
Define the ideal customer profile
Identify the buyer personas
Build your ABM database
Craft buyer-specific messages and content.
All the hard work you did defining your target buyers will go down the drain if you end up approaching them all with the same message. To be effective, align your messages with each buyer’s pain points and business priorities and create buyer-specific content that speaks to these messages.
Unleash your sales and marketing teams.
ABM requires a common playbook for the sales and marketing teams, focused on a well-defined universe of target buyers with a dual-track marketing and sales outreach – targeting small groups of buyers with personalized sequences of emails and calls while running broader reach marketing campaigns in parallel.