This allows for greater efficiency than 1-to-1 ABM while still maintaining a targeted and tailored approach. For example, this might be a vertical target looking specifically at the challenges of industries (manufacturing, Saas, etc.) or the company stage (companies that are looking to expand globally, companies that have been through layoffs, etc.).
Programmatic ABM (1-to-many):
Targets a larger number of accounts with broadly similar engineer database characteristics. 1-to-many ABM leverages technology and automation to create personalized marketing experiences at scale. This differs from demand generation as demand generation seeks to create broader awareness and interest through the traditional funnel of Awareness, Interest, Consideration and Purchase, whereas ABM starts with identifying the targets and then engaging those directly to purchase.
Target account list (TAL):
Target accounts should have the highest probability of closing based on shared ICP attributes.
Ideal Customer Profile (ICP):
Your ICP represents the firmographic & technographic attributes of your highest-quality customer accounts.
Account Tiering:
Process of segmenting your TAL based on priority and revenue opportunities.
Tier 1: perfect ICP fit, similar to highest value customers.
Tier 2: strong ICP fits but lower lifetime value.
Tier 3: fit most but not all ICP criteria. Worth pursuing but not worth investing significant resources to win.
Buying Committees:
Key decision-makers, influencers, and end-users in each of your target accounts.
Account Intelligence:
Overall knowledge you have of a target account, meaning you understand who they are and what they really want and need. Gathering account intelligence typically requires FIRE data (see below) and a mechanism for centralizing data.
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