An essential element of ABM campaigns is segmenting your target account lists in order to align the appropriate information at the right time, with the right account in order to drive more highly qualified leads.
Common ways that B2B lists are segmented include:
- By industry / sub-industry
- By location
- By company size, number of employees
- By revenue
Segmentation by account is the first step after creating an ideal client profile. We start with creating a highly qualified target account list in order to create a strategy that can be used to target similar target accounts with industry specific personalized content that engages.
Eventually and depending on the technology stack in place, target account lists can also be segmented based on prospect actions such as content download, web page visit, webinar attendance or sales contact. Timeliness and frequency of content delivery can be based on prospect actions in combination with the industry, company size, job function and so on.
Secrets of Segmentation
Beyond rack-n-stack lists of target accounts, valuable ABM strategies should tightly incorporate the following;
Company Insight, such as structure, brand presence, product and financial information;
Company Strategy, including the prospect’s business strategy, strategic insights, investments, partnerships and more;
Technology Landscape, such as IT strategy, case studies, technology and application landscapes; and
Key Executives, including board of directors, management teams and other key personnel for the client target personas.
Incorporating these four layers of information into your ABM strategy will help segment your target account lists in order to provide a more personalized message that drives highly qualified accounts to your sales team.