Choosing the Right Channels and Strategies for Your ABM Program

We’ve explored how to target the right accounts for your account-based marketing program, but once that’s accomplished, how do you actually reach them? After all, developing content and organizational buyer personas is only effective if you have a method of delivering this content to the right buyers. Choosing the right channel and strategy for your ABM program is all about understanding where your target audience “lives” online. You want to deliver content where your audience already is. If you have a solid buyer persona for each account you are targeting, you may already have information about ideal channels to pursue. For instance, if you know that the executive team at a big account uses LinkedIn and Twitter to share thought leadership articles, those would probably be good channels to use. Or, maybe you are already in contact with some key prospects via email. This could indicate that email newsletters and one-on-one sales pitches are the way to go.