ABM as a term has been accepted as a key pillar of b2b marketing tactics for many years but the emergence of actual, measurable ‘Intent data’ provides ABM with a new dimension, turning it into a more impactful strategy.
From an ABM perspective Intent data allows marketers to know which accounts within their TAL (Target Account List) should be prioritized and nurtured – and at what time. It helps to identify buying team members and what content should be served within each campaign – hence ABM efforts have become more personalised and taken centre stage to many of our client’s Partner Marketing efforts.
ABM Partner Marketing Challenges
However, ABM in Partner Marketing can be challenging and here are some of the reasons why:
Lack of partner data or visibility – A strong ABM strategy requires deep customer insights—intent data, engagement tracking and account-level analytics. But in Partner Marketing, partners may not want to share their data and there is no unified system tracking engagement across vendor and partner activities.
Lack of relevant, joint content – Targeting specific accounts, buying teams or industry sectors requires a strategic approach to content. It needs to be relevant and addressing the accounts’ or specific audiences’ pain points and challenges.
Execution Challenges – Even if a vendor builds the perfect ABM strategy, execution is tricky because some partners lack the marketing maturity or resources to run ABM effectively. Partner sales teams often aren’t aligned with marketing.
ABM Partner Marketing Guide
We crated this step-by-step guide to overcome the above challenges and share practical tips for ABM as part of your Partner Marketing strategy.
Step 1 – Business Objectives & Account Mapping
In order to determine a well-thought-out ABM strategy, it’s important as a first step to set up a dedicated ABM session with your chosen partner/s to map accounts and discuss overall business objectives. We’ve seen great success in facilitating these workshops as an external agency as we bring market expertise (industry insights and competitive analysis shared by experienced tech journalists), establish the framework and goals and support with the account and data mapping and next steps.
The agreement around business goals and the measurement for joint ABM campaigns are an important first step as they inform the account selection and ABM tactics applied.
Here are example business objectives driving the ABM investment: Accelerate Pipeline, Up & cross-selling to existing customer base, Creating wider engagement within an account, Improving win rates
Once the business objectives are identified and mutually agreed by the partners it becomes easier to select the right accounts.
Step 2 – Prioritising target accounts
Once initial TALs have been identified access to intent data will help to prioritise target accounts further. A target account may be a good fit in terms of the products and services that you and a partner offer, but it does not mean that they are in market and have a business need.
Intent data can bridge this gap and help prioritise the target accounts that show signs of an actual business need and intent to purchase.
Usually, companies use multiple intent data sources and it will be critical to share intelligence where possible among partners. It can also be overlaid by external suppliers in their ABM go-to-market executions.
No TAL and unsure where to start? External media suppliers can help here, using their First-party registrations combined with intent data to identify members of the buying team relevant to your offering. Suppliers also have access to additional data such as installed base that can hone your TAL further.
Step 3 – Engaging target accounts and prospects
The ‘campaign in a box’ approach can be an effective solution to enable a fast get-to-market. It also ensures that partners communicate the right message and understand joint products & services.
Providing them with an ‘ABM campaign tool kit’ is a key component and should include the following:
· Mapped-out-target accounts or get an externally generated TAL
· Content assets (multiple assets aligned to target personas, accounts or verticals)
· Creative for ABM display
· Sales follow up templates
This will equip them with the right resources to activate the ABM campaigns and create new opportunities.
It’s very important to note here that the integration of sales and marketing is crucial in any ABM strategy. Ensuring the partner sales team is actively involved in the account identification, understands the marketing tactics and has tools for ABM follow-ups will be crucial for success.
Additionally, collaborating with external suppliers to create ABM intent program packages is an efficient, dynamic and metric-driven way of maximising ROI, and where possible we would recommend their inclusion to any ABM strategy. These suppliers can overlay target account lists with first-party intent data and create integrated campaigns designed to engage the right target accounts at the right time.
An example package might include:
The hosting of multiple assets on the media suppliers’ content library and active promotion to target accounts for guaranteed lead generation. An ABM display campaign surrounds target accounts with brand messaging for awareness and engagement. Leads are provided with an intent score to help prioritise follow up and display reporting shows account engagement. Sales templates provide an easy tool for follow up
This streamlined process both allows partners to ‘fast activate’ the ABM strategy and provides sales teams with highly relevant and engaged leads.
Step 4 – ABM Measurement
There are many ways to measure ABM campaign success and it is crucial to agree the relevant metrics / KPIs with partners before launch.
Below are some of the most common metrics used:
– Website visits from target accounts
– Content assets downloaded by target accounts
– Pipeline influence
– Pipeline velocity
– Revenue generated
– Deal close rates
Summary
ABM is a very effective strategy in many Partner Marketing programs. However, it is crucial that partners take the time to fully align on the joint ABM strategy first, especially to identify and agree the business objectives and final Target account list. Once this building block is in place, the arrival of trustworthy sources of intent data should accelerate these initiatives.
Partner Marketing adds a certain complexity to ABM and a ‘Campaign in the box’ approach can be helpful to ensure fast activation and data consistency.