abm strategy

Strategic Process

Our strategic process

Using a well-defined process to develop an ABM strategy guides us to produce programs tailored to the precise needs of our clients. It’s about and solving specific problems, not selling off-the-shelf solutions from previous projects.

VLG ABM process

VLG’s ABM strategy planning process defines and guides strategies, tactics, metrics, and evaluation of account-based marketing programs we develop. Steps include:

Identify

  • Buyer groups
  • Buyer personas
  • Desired outcome
  • Available tech
  • Creative limits

Ideate

  • Campaign playbook
  • Brainstorm
  • Deliverables
  • Concepts with visuals

Build

  • Write
  • Design
  • Develop
  • Source materials readiness

Execute

  • Launch campaign email
  • Social/Search
  • Content
  • Mail fulfillment
  • Gifting

Optimize

  • Adjust timing
  • Adjust content
  • Extend or expand
  • Target new buyer groups

Measurable results, lasting relationships

Fast starts are one thing, fast results another. By definition, ABM – building lasting relationships with key people – takes time to work. The goal is to develop accounts through personal relationships for lasting results, not free trial offers or demos that never convert.

We have seen some deals close the day a program launched, but that’s rare. In general, the more complex the program and the larger your organization, the more time required.

Cost calculation

Budgeting a B2B ABM program relates directly to the degree of complexity and desired outcome. Each program and campaign is designed for a specific situation.

Typically, we suggest our clients review current deal sizes, cost per acquisition, sales cycles, and closing rates to establish a starting point.

VLG can help you map out an ABM program for the lowest possible cost per outcome. Typically, we suggest an all-in budget because our work is project-based once we become an approved vendor.

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work examples
Zebra Technologies Corporation
Vonage
Thermo Fisher
Red Hat
view all work examples
How we get results
The pieces VLG designed have been so successful that prospects are actually calling us directly as a result! -Courtney Pierce, Rapid7
VLG has been fantastic to work with. They never fail at thinking things through thoroughly and pushing creative boundaries. -Gretchen Weaver, Avere Systems
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