Look for a specific account-level reason to invest
A significant sales opportunity, lost momentum with a top-tier account or messaging that fails to connect with target clients gives account-based marketing a defined purpose. The Frameworks recommends starting with a specific challenge or opportunity within a single account or a group of similar accounts, rather than a general ambition to increase engagement.
The Frameworks treats ABM as strategic brand communication, not simply a target list with better creative. Identify which accounts matter to growth, understand who influences the decision and define what the account needs to hear. Targeted programmes can then focus on strengthening relationships and moving particular opportunities forward.
ABM requires more involvement than other forms of marketing. The reason to invest is therefore a high-value account need that usual approaches cannot adequately address, whether that means regaining momentum or positioning an offer around a customer's requirements.
Sources: Understanding ABM in five steps, Account-Based Marketing | The Frameworks