{"id":8856,"date":"2023-01-05T06:11:11","date_gmt":"2023-01-05T06:11:11","guid":{"rendered":"https:\/\/bamboobox.ai\/dev\/https-bamboobox-ai-blog-account-based-engagement-plan-execute-account-based-marketing\/"},"modified":"2026-02-10T11:02:54","modified_gmt":"2026-02-10T11:02:54","slug":"account-based-engagement-plan-execute-account-based-marketing","status":"publish","type":"post","link":"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/","title":{"rendered":"How to Plan and Execute Your Account Based Marketing Strategy"},"content":{"rendered":"\r\n<p class=\"wp-block-paragraph\">The 20-80 rule applies to most businesses. That is, 80% of their revenue flows from the top 20% of their customer accounts. Understanding this helps companies to focus their marketing efforts on the revenue generating accounts.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">This trend began at the beginning of this century and took the corporate world by storm. It was a sure-shot way to ensure regular revenue flow and keep the most critical customers happy.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">So, what is an account based marketing strategy, or ABM? Let&#8217;s take a look.<\/p>\r\n<p><img decoding=\"async\" src=\"https:\/\/bamboobox.ai\/dev\/wp-content\/uploads\/2022\/10\/blog-banner-18-2-1-1.png\" alt=\"blog-banner-18-2-1\" \/ loading=\"eager\"><\/p>\r\n\r\n\r\n\r\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#What_is_an_account_based_marketing_strategy\" >What is an account based marketing strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#Significance_of_account-based_marketing_strategy\" >Significance of account-based marketing strategy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#1_Helps_in_weeding_out_unfit_buyers\" >1. Helps in weeding out unfit buyers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#2_Promotes_engagement_personalization\" >2. Promotes engagement personalization<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#3_Optimizes_marketing_resources\" >3. Optimizes marketing resources\u00a0 \u00a0\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#4_Enhances_customer_engagement\" >4. Enhances customer engagement<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#Planning_an_account_based_marketing_strategy\" >Planning an account based marketing strategy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#1_Identify_the_accounts\" >1. Identify the accounts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#2_Select_and_align_internal_teams\" >2. Select and align internal teams<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#3_Outline_the_content_strategy\" >3. Outline the content strategy<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#Executing_an_Account_Based_Marketing_strategy\" >Executing an Account Based Marketing strategy<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#1_Aligning_sales_and_marketing_teams\" >1. Aligning sales and marketing teams<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"#\" data-href=\"https:\/\/bamboobox.ai\/dev\/account-based-engagement-plan-execute-account-based-marketing\/#2_Execute_review_and_optimize\" >2. Execute, review and optimize<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"What_is_an_account_based_marketing_strategy\"><\/span><strong>What is an account based marketing strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Account based marketing refers to a way of operations wherein the supplier or a company directs its sales and marketing efforts and resources towards buyers who show the most promising growth opportunities.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Sales and marketing teams use this dedicated approach to create a customized experience and grow an organization&#8217;s high-value customers. Briefly, it applies account-based marketing tactics in handling top clients.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">And here&#8217;s why it\u2019s needed.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Significance_of_account-based_marketing_strategy\"><\/span><strong>Significance of account-based marketing strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Helps_in_weeding_out_unfit_buyers\"><\/span>1. <strong>Helps in weeding out unfit buyers<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">An account-based marketing program aims at weeding out the buyers that don\u2019t fit your ICP. Basically, the accounts that offer lesser growth opportunities aren\u2019t included in the target list. Thus, offering a more focused approach to customer retention.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Promotes_engagement_personalization\"><\/span>2. <strong>Promotes engagement personalization<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">It aims to curate a customized service plan for the top accounts that can generate the highest revenue for the company. Everything from messaging to engagement channel are well-optimized.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Optimizes_marketing_resources\"><\/span>3. <strong>Optimizes marketing resources\u00a0 \u00a0\u00a0<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Account based marketing promotes business productivity. So, an ABM strategy ensures your sales and marketing efforts and resources are employed where they can bring the highest returns.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Besides, with an account-based marketing campaign, your sales and marketing teams are clear about their roles and responsibilities. Therefore, it leaves less scope for straying from the business goal.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Enhances_customer_engagement\"><\/span>4. <strong>Enhances customer engagement<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Since account-based marketing campaigns are dedicated to a few customers, the strategy facilitates enhanced customer engagement. With personalized marketing resources targeting them, clients feel better looked after and engage more deeply with the brand.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Next, let&#8217;s see how you can plan an executable ABM.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Planning_an_account_based_marketing_strategy\"><\/span><strong>Planning an account based marketing strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Planning it heavily depends on collecting and correctly analyzing account-based marketing data. This is how the process flows.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Identify_the_accounts\"><\/span><strong>1. Identify the accounts<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Your aim is to select some valuable accounts that promise to give the maximum returns. To identify these customers, you analyze their past and current performance and future prospecting. You rely on business intelligence to qualify and prioritize the accounts worth focusing on.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">There are two ways to qualify the customers:\u00a0<a href=\"https:\/\/bamboobox.ai\/dev\/blog\/lead-scoring-account-scoring\/\" target=\"_blank\" rel=\"noreferrer noopener\"><mark class=\"has-inline-color has-vivid-cyan-blue-color\" style=\"background-color: rgba(0, 0, 0, 0);\">lead scoring and account scoring<\/mark><\/a>. While lead scoring focuses on classifying leads based on intelligence, account scoring ranks organizations based on their conversion potential.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Select_and_align_internal_teams\"><\/span><strong>2. Select and align internal teams<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">The next step is to bring the sales and marketing teams together. You can do this by setting up shared KPIs for sales, marketing and SDRs. For this, you need to assess the performance of the leaders connected to your target accounts based on the pipeline (quantity plus quality) they generate. These are the people who can drive personalized account-based marketing campaigns for your buyers.<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Outline_the_content_strategy\"><\/span><strong>3. Outline the content strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">This is a critical step in planning your account based marketing strategy. Here, you must decide the content you will use to engage your clients and the channels to drive them through. The content should carry the message across the buyer group\u2019s preferred channel. Ultimately, your strategy needs to be\u00a0<a href=\"https:\/\/bamboobox.ai\/dev\/blog\/account-based-engagement-adopt-abm-with-a-data-driven-marketing-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\"><mark class=\"has-inline-color has-vivid-cyan-blue-color\" style=\"background-color: rgba(0, 0, 0, 0);\">data-driven<\/mark><\/a>\u00a0to understand the buyer journey to curate engaging content.<\/p>\r\n\r\n\r\n\r\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Executing_an_Account_Based_Marketing_strategy\"><\/span><strong>Executing an Account Based Marketing strategy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Aligning_sales_and_marketing_teams\"><\/span><strong>1. Aligning sales and marketing teams<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Both teams need to be on the same page to ensure the smooth execution of the account-based marketing ideas. While sales work on closing deals in the clients, the marketing team should create the opportunity and openings.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Here&#8217;s what you can do to enforce alignment.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">&#8211; Define common terms of engagement<br \/>&#8211; Outline goals and strategies together based on data and SLAs<br \/>&#8211; Draft combined KPIs<br \/>&#8211; Streamline workflows as well as internal and external communication<\/p>\r\n\r\n\r\n\r\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Execute_review_and_optimize\"><\/span><strong>2. Execute, review and optimize<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">Many ABM tech solutions offer seamless execution of your account based marketing program. These techniques provide a focused approach to employing your ideas. They operate similarly to software tools that facilitate targeted selling.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">The executed programs need to be reviewed and optimized for better performance. Therefore, you must regularly review these attributes.<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">&#8211; Team and client interactions<br \/>&#8211; The pace of discussions and closure probability<br \/>&#8211; Revenue expected from each account<\/p>\r\n\r\n\r\n\r\n<p class=\"wp-block-paragraph\">You need to deliver personalized experiences at every step of the customer journey to onboard and retain customers. Because one size never fits all. Account-based marketing strategy ensures a higher success rate by combining sales and marketing efforts to do just that. When marketing ideas meet sales hustle, businesses grow.<\/p>\r\n","protected":false},"excerpt":{"rendered":"<p>The 20-80 rule applies to most businesses. That is, 80% of their revenue flows from the top 20% of their customer accounts. Understanding this helps companies to focus their marketing efforts on the revenue generating accounts. This trend began at the beginning of this century and took the corporate world by storm. It was a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8862,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[101,94],"tags":[91,115],"class_list":["post-8856","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-account-based-engagement","category-blog","tag-account-based-marketing","tag-b2b-sales-and-marketing"],"acf":[],"_links":{"self":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts\/8856","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/comments?post=8856"}],"version-history":[{"count":0,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/posts\/8856\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/media\/8862"}],"wp:attachment":[{"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/media?parent=8856"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/categories?post=8856"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bamboobox.ai\/dev\/wp-json\/wp\/v2\/tags?post=8856"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}