In Focus: Account Mapping in ABM

Account Mapping in ABM
Account mapping is the process of identifying and structuring your target accounts, as well as the important individuals within them, for your ABM strategy. This stage comes after you've established the objective of your ABM strategy. After you've chosen and sorted your target accounts, you can develop a communication and engagement strategy to influence them.

Account Mapping for B2B Marketing

For B2B marketers like you, account mapping comes in handy to gain insights into the budget cycles of target accounts. This helps your marketing teams run their campaigns based on the time of year where customers are more likely to have the budget to spend on new solutions. Apart from this, once you identify target personas and buyer personas relevant to your ABM strategy, your marketing campaigns can precisely target these personas. As a result, your campaigns will be relevant and successful and can bring you the conversions you desire.

Effective Account Mapping for ABM Success

While mapping account for ABM strategy, you need to follow these four crucial steps:

Identify the Target Account’s Key Decision-makers and Influencers

Target accounts with department structures are usually complex and have multiple influencers. The larger the company and the account, the more difficult it is to identify the decision makers or the buying group committee that makes the purchase decisions. Collecting contacts, documenting details, and understanding the buyer roles and responsibilities of these decision makers is the first step. Once you get this information, create a visual map of the decision markers for your team and the sales teams so your targeting strategies align.

Investigate Your Target Account’s Critical Pain Points

Gather information on the key accounts and stakeholders in the target account. Determine their requirements, pain points, challenges, and frustration. Discovery calls, search intent, social listening, Google Alerts, and press releases are some ways to find out this information. You can also engage ABM platforms and solutions providers to get deep insights into the account and the group of decision-makers. You should closely collaborate with sales so they can share insights on the challenges customers and prospects share with them. Once you have all the data you need on the target account’s pain points, move to the next step: designing a content strategy to address these pain points with solid solutions.

Develop Content and Messages that Appeal to Decision Makers

Find the right channels to approach decision makers; determine what time of the day or what days of the week they prefer to connect; and when they are likely to consume content on a particular channel. After you find this information, you know when and where to connect with them and how to engage them in a productive conversation.

Create Content and Messaging that Aligns with the Decision Makers

Each person in the decision-making group (buying group committee) may consume content differently. You need to tailor your content to target each of the decision makers to influence their buying decisions. You might not need to create all the content from scratch. Repurposing existing content in a relevant way can save you time, money, and effort. However, you need to make sure that your content is convincing enough to influence the buying decisions of the buying committee members.

Final Thoughts

Account mapping is vital for ABM success and to maintain market competitiveness. It helps you determine who the decision makers are in your target account, so you can build the right communication plan and content to convert the account into a long-term customer.

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We help people become believers in your brand through the power of brand experience. It’s not just the product or service people buy.

OTHER ARTICLES
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How to Improve ABM Programs with Interactive Content

Article | June 20, 2023

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Seeding and harvesting the sales pipeline — the process of acquiring, capturing, qualifying and converting business opportunities — are essential to the growth and profitability of B2B marketers across every industry and geographic sector. Marketing is largely responsible for driving this business process, yet nearly two-thirds of lead gen and engagement strategies are underperforming. A new Chief Marketing Officer (CMO) Council report, produced in collaboration with WM America, entitled “Fire Up Your Revenue Generation Engine,” covers critical aspects of lead generation and engagement. This includes models and metrics for tracking and measuring performance, best practice demand-gen execution, ways to score effectiveness, and more. The latest CMO Council research finds scores of marketers falling behind in lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. Key findings from a Q4 survey of over 170 B2B marketing, sales, revenue, growth, demand gen and campaign execution leaders include: 63% say marketing must own and optimize a company’s revenue-generation engine 64% say their lead gen and engagement strategy underperforms 78% of highly evolved marketers are satisfied with their accelerated pipeline, compared to only 15% of lesser evolved marketers “In today’s competitive data-driven environment, marketers should no longer be satisfied with paltry returns on their sizable lead-gen and ABM investments,” the report notes. “It’s time to turn the tables on inefficient, ineffective, and outdated practices for anticipating, adapting, and responding to customer needs and opportunities.” “Marketers must climb the evolutionary ladder and leave behind outmoded and dated practices,” notes CMO Council executive director, Donovan Neale-May. “Using AI-derived, intention-based buyer data and advanced sales intelligence are among the ways growth marketers bring more precision, predictability, and performance to B2B account marketing investments.” The CMO Council’s research revealed the top five skill sets contributing to improved ABM-driven business outcomes: Better segmentation and precision targeting of buyers and influencers On-demand customer business intelligence and personal buyer insights Tighter integration of demand gen, channel, direct sales, and support teams Greater utilization of tools and data sources for richer prospect profiling Proactive and timely pre-sales follow up and cultivation strategies The CMO Council has uncovered widening gaps in performance between highly evolved marketers and lesser evolved marketers. Gaps are occurring in four core capabilities: lead scoring, account-based marketing, accelerated pipeline, and intention-based marketing. This report tiers factors that make up a model for better identification, engagement and conversion. The model coincides with the CMO Council and WM America’s thought leadership initiative to advance lead revenue science practices through a certified Lead Evaluation and Assurance Process, or LEAP model. “Marketers will need to take a few LEAPs of faith in the coming months, because sticking to the status quo is just not practical or possible anymore. As data becomes more critical than ever before, CMOs need to extend their visions for innovation and forward-thinking strategies,” according to Lee Salem, WM America’s Vice President of Sales. Methodology The report is based on a survey of over 170 heads of B2B marketing, sales, revenue, growth, demand gen and campaign execution in Q4 2023. 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Through our leading sales and marketing platform for digital engagement integrated with generative AI, businesses use our portfolio of webinar, virtual event and content experiences to drive engagement and generate first-party data, delivering ​revenue growth across the enterprise – from demand generation to customer success to partner enablement. ON24 powers digital engagement for industry-leading customers worldwide, including 3 of the 5 largest global technology companies, 3 of the 6 largest US banks, 3 of the 5 largest global healthcare companies, and 3 of the 5 largest global industrial manufacturers, enabling organizations to reach millions of professionals a month for billions of engagement minutes per year with all the first-party data being captured, generated and integrated from one place. ON24 is headquartered in San Francisco with global offices in North America, EMEA, and APAC. For more information, visit www.ON24.com.

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Bloomreach and Sonepar to Power Continued Search Relevance for Customers

Business Wire | January 12, 2024

Bloomreach, the platform fueling limitless e-commerce experiences, today announced Bloomreach Discovery will continue to power product discovery for Sonepar, the global world leader in B-to-B distribution of electrical products, solutions, and related services, as the companies renew their existing partnership. With Bloomreach Discovery’s AI-driven search and merchandising capabilities, Sonepar enables customers around the world to find what they want to buy — when, where, and how they want. “Sonepar is pleased to partner with Bloomreach as we continue to pursue our next stage of digital transformation,” said Fabrice del Aguila, SVP Digital Factory, Sonepar. “We look forward to leveraging Bloomreach’s expertise in product discovery as we become the first global B2B electrical distributor in the world to offer the best omnichannel experience to all our customers.” Sonepar leverages Bloomreach Discovery to drive personalized experiences across its omnichannel platform. Using rich data to refine search results, Bloomreach Discovery helps customers easily discover the products they want. It also accounts for a range of attributes and quantitative search queries, creating a search experience that is not only personalized, but personalized to the unique needs of B-to-B buyers. “We’re thrilled to continue our partnership with Sonepar,” said Jordan Roper, General Manager and Head of Product, Bloomreach Discovery. “The B-to-B space has so much to gain from digital transformation, and Sonepar is a leader in making that transformation a reality. We’re proud to join them on this journey and look forward to continuing to support their omnichannel experience with the fast ROI and relevance of Bloomreach Discovery.” Learn more about how Bloomreach Discovery and Sonepar are working together to drive success. About Bloomreach Bloomreach personalizes the e-commerce experience. Its data engine unifies real-time customer and product data so businesses understand what customers really want. By connecting that understanding to every channel, the e-commerce experience becomes limitless — reflecting a changing customer as they shop. Amplified by the speed and scale of Loomi, Bloomreach's AI for e-commerce, this creates endless new paths to purchase, greater profitability, and fast business growth. Bloomreach products include: Engagement, a marketing automation platform; Discovery, an e-commerce search solution; Content, a headless CMS; and Clarity, AI-powered conversational shopping. The company has multiple AI patents and serves 850+ global brands including: Albertsons, Bosch, Puma, and Marks & Spencer. About Sonepar Sonepar is an independent family-owned company with global market leadership in B-to-B distribution of electrical products, solutions and related services. Through a dense network of brands spanning 40 countries, the Group has an ambitious transformation agenda to become the first global B-to-B electrical distributor to provide a fully digitalized and synchronized omnichannel experience to all customers. Drawing on the skill and passion of its 44,000 associates, Sonepar had sales of €32.4 billion in 2022. www.sonepar.com

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