What is your methodology for identifying the right company targets in an ABM strategy?

Defining target accounts is a collaborative effort, especially with your sales and RevOps teams. This needs to be approached from the perspective that you are there to support the sales team. It isn’t an “us against them” scenario. Getting buy-in early is critical for a successful partnership and long-term success.

Know your total addressable market (TAM). It’s also critical that you give your ABM strategy enough time before evaluating results. This isn’t a strategy that you can test for a couple of weeks and come to a conclusion. You need to give this strategy enough time to run which at a minimum is one quarter.

Leverage intelligence tools such as Clearbit or 6sense to better identify target accounts who are visiting your website. This will allow you to further personalize the experience and speak to customers in a way that is meaningful to them.