Are you obsessed with data yet?
With the influx of data readily available, begging to be implemented into marketing and sales efforts, you may be feeling a little overwhelmed about how to get started. But the better you understand both your existing data and newly acquired data, the easier it becomes to apply different types of data in thoughtful ways that lead to a higher ROI.
Sifting through all of the data types available today can be somewhat of a daunting task. That’s why we’ve boiled it down to this simple guide on how to use data to understand your ideal customer profile, create a target account list, develop content, execute campaigns, and measure the success of your account-based efforts.
Understanding your ideal customer profile (ICP)
All successful account-based marketing efforts begin with an intimate understanding of your ideal customer profile. Examine your current accounts as well as your biggest successes (and biggest failures) to iron out exactly what your ideal client profile looks like.
How do you do that? With data, of course.
Creating a target account list (TAL)
The more you know about your accounts, the easier it will be to curate your target account list. This may seem obvious, but make sure the data you’re using is current and accurate before applying it to your target account list efforts.
Go deeper with your data by looking at different dimensions of your target accounts, like solutions purchased and annual revenue. To ensure you’re finding a healthy number of target accounts as well as their contact information, implement these three types of data:
Developing content and playbooks
Using the right data can help you customize your content and playbooks so you have an easier time reaching and resonating with your target accounts.
When reviewing data, look for information related to your targets’ specific pain points, behaviors, interests and business priorities as well as which stage they’re at in the buyer’s journey.
Be sure to dig deeper than basic demographic data. Look to technographic data, intent data and contextual data to get a clearer picture of the unique issues your accounts are facing. Then, work with the marketing department to craft engaging content that reaches them at the right time.
You have your ICP, and your target account list is stellar. Now, it’s time to execute. But before you kick off your ABM campaign, take the crucial first step to make sure your sales and marketing teams are aligned and working with the same data. Otherwise, executing a campaign will be a waste of everyone’s time.
Marketing should be able to clearly communicate the data justifying their selection of certain accounts, while Sales should have real-world insights about experiences with current accounts to ensure your target account list is accurate and usable.
The information gathered from both teams can then be used to execute campaigns.
Measuring account-based marketing success
The data you use to create target accounts lists and execute campaigns is only a fraction of the data you should care about. The final type of data you should be collecting is post-campaign data – to measure your ABM success.
Tracking your success by assessing certain metrics will help your team learn from any mistakes and take note of successes along the way. This data will also inform the planning process for your next campaign.
While incorporating data into an ABM launch can seem intimidating at first, understanding the types of data and how to use them will help you tackle each stage of the launch process with confidence. Do you have the different types of data you need to succeed with account-based marketing?
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