Pipeline Marketing Blog

Don’t Recreate The Wheel. Here’s Your ABM Orchestration Template.

By Jordan Con
Aug 5, 2016

Ready to get started with ABM but don’t know where to start?

Maybe you’re just struggling to map out all the pieces that are required for an integrated ABM effort?

Once you’ve decided that ABM is the right strategy for your organization, it can be tough to get the ball rolling. What role does the sales team have? What role does the marketing team have? What’s the timeline for executing your initiatives? These are all things that you need to figure out to run a smooth ABM program.

With help from Matt Heinz (President, Heinz Marketing), Sangram Vajre (Co-Founder and CMO, Terminus), and the ABM Leadership Alliance, we’ve created the first ever ABM demand orchestration template just for you. It includes everything you need on both the Marketing and Sales side to create a robust ABM plan.

abm-template-blog.png

(Click to expand)

How the template works

First, you’ll notice that the column headers are familiar. Even though you’re now doing ABM, there is still a funnel framework to follow. You still need to create awareness and educate your target accounts. You still need to engage, build trust, and show your value through a product demo. And finally, you still need to close.

Top-Row-Part1.png

(cont'd)

 Top-Row-Part2.png

The stages in this framework include:

  • Top-of-Funnel

  • Middle-of-Funnel

  • Bottom-of-Funnel

  • Won Opportunity (Customer)

  • Lost Opportunity

Now looking at the row headers, the template breaks down the different categories of how to think about each of the stages:

  • Strategy

  • Metrics (primary and secondary)

  • Sales and Success Team Roles

  • Demand Activities

  • Content


How to use the template

We built the template with comprehensiveness in mind because we think that it’s easier to delete from a full list than to brainstorm on your own and have to add to the list.

Now that means that you likely will not be able to -- nor want to -- do everything that’s included in the template. Consider how it would work for your organization and feel free to remove anything that is not applicable.

Furthermore, we built the template to apply to as many companies with the plan to do ABM as possible. This means that it is purposefully generic and broad.

Let’s take a look at the Top-of-Funnel column.

TOFU-column.png

The first row is Strategy -- the ABM strategy for accounts at the top of the funnel is to introduce target accounts to your brand and product. Even though you have a list of known accounts, they don’t necessarily know you.

Next, is the ABM metric at the top of the funnel. How do you know that you’ve executed your strategy to successfully introduce target accounts to your brand and product? Engagement. Are they clicking on your ads, attending your events, searching for your content, etc.?

Related, are your secondary metrics like awareness and net new contacts and accounts.

The third row describes the role that your Sales and Success teams play at each stage of the funnel. At the top of the funnel, your account development reps (or sales development reps or business development reps, etc.) can do a number of things to encourage engagement: follow accounts and known contacts on social media, research and prospect accounts based on personas in order to personalize outreach, etc.

Simultaneously, there are a number of things that the marketing team should be doing at this stage. The Demand cell lists out the channels and tactics that the marketing team can use to create demand and engage with the universal list of accounts at the top of the funnel. Among many other things, it says that you can do Paid Search targeted at your Universal ABM List audience. Again, these are purposefully broad. What that entails for your organization is specific to you, and you should tailor that demand tactic as it is relevant to your brand and your audience.

And finally, the last row describes what kind of content you should be creating for this stage. When you invest in paid social or field marketing events, you need to have content that is made specifically for the accounts that you want to target.

The rest of the template covers the remaining stages of the funnel. Using this template as a blueprint, you can figure out where you need to focus and prioritize your efforts in order to create and execute your operational plan.

When it comes to planning and visualizing your ABM initiatives, there’s no need to reinvent the wheel. Download an editable version (.ppt) of the ABM Orchestration Template below and get started!

ABM Demand Orchestration Template  The blueprint for building your ABM plan in an editable .ppt format    Download Now

  New Call-to-action