ABM Strategy Template: 7 Planning Activities

Do you think account-based marketing (ABM) is the best way to reach your key accounts and create laser-targeted marketing campaigns with messaging that resonates with your target audience at every stage of their journey?

Absolutely.

Does the rest of your organization know how to set your strategy up for success? Not exactly.

But, before you give up on building your next ABM campaign, we’ve got you.

Whether you’re new to ABM or looking to refine and optimize your current strategy, this template is your guide to laying a solid foundation. Let’s explore how this approach can transform your marketing efforts.

Download the template for free.

What’s inside this template?

This ABM strategy template includes a series of seven key planning questions. These questions aim to assess your readiness and align your objectives with targeted outcomes. Each section is crafted to address specific facets of ABM, from identifying the right type of ABM for your business to evaluating your technology stack.

• Types of ABM
  • Understand the different types of ABM—one-to-one, one-to-few, and one-to-many. Determine which approach aligns best with your business goals.
• Target Account List 
  • Learn how to build and refine a list of high-priority accounts. This involves assessing key account characteristics and potential revenue impact.
• Success Metrics  
  • Establish clear criteria for measuring ABM success. Track performance indicators that reflect the effectiveness of your strategy.
• Channel Expansion 
  • Identify opportunities to expand your ABM efforts across new channels. Explore innovative platforms and tactics to reach your audience.
• Budget Planning  
  • Assess whether your budget aligns with your ABM goals. Ensure resource allocation supports strategic initiatives and targets.
• Team Structure 
  • Evaluate your team’s capacity and expertise to execute an ABM strategy. Consider the roles and skills needed to drive success.
• Technology Requirements  
  • Review the technology tools and platforms essential for ABM implementation. Ensure you have the right systems in place to support your strategy.

Why use this template?

This template is more than just a checklist; it’s a strategic tool designed to align your ABM efforts with business objectives. By addressing critical questions, you’ll identify potential gaps and opportunities for improvement. This proactive approach helps reduce risks and enhances overall effectiveness.

Who will benefit from this template?

This template is valuable for any of the following roles:

1. Marketing manager, director, or executive
2. Sales leaders
3. Demand generation specialists
4. Customer success managers
5. Product marketers
6. Sales and marketing alignment advocates

The template can be equally useful for professionals looking to convince upper management or other stakeholders of the value of ABM and for those in organizations considering scaling up their ABM efforts.

Tips for using this template

• Engage stakeholders from the start
  • Involve team members from different departments to gather diverse perspectives.
• Align with broader business objectives
  • This alignment ensures that efforts are focused on driving growth and achieving long-term goals
• Tailor the strategy to your company’s specific industry, goals, and challenges
• Look at successful ABM implementations in similar companies or industries
• Regularly review and update the strategy to adapt to changing market conditions and business goals

FAQs about ABM strategy

What are some best practices when using an account-based marketing strategy template?

When using an ABM plan template, ensure it includes sections for defining your ideal customer profile (ICP), pain points, target accounts, customizing messaging, and setting clear KPIs. Regularly update the template based on feedback and results, and make sure to collaborate closely with sales teams to refine tactics and improve alignment throughout the process.

How does ABM marketing help B2B companies reach their business goals?

ABM focuses resources on high-value accounts, leading to more efficient use of marketing budget and higher ROI. It aligns sales and marketing efforts, resulting in more personalized engagement and faster sales cycles for key accounts.

What metrics should I use to measure the success of an ABM campaign?

Focus on account engagement, including website visits, content interactions, and email open rates from target accounts. Also track pipeline velocity, deal size, and win rates for ABM-targeted accounts compared to non-ABM accounts.

What technologies or tools are essential for implementing ABM?

Key tools in your tech stack should include CRM systems for account data management, marketing automation platforms for personalized content delivery, and intent data tools for identifying high-potential accounts. Account-based advertising platforms and analytics tools are also crucial for targeted outreach and performance measurement.

How long does it typically take to see results from an ABM strategy?

While some early indicators may be visible within a few months, significant results typically take 6-12 months to materialize. The exact timeline depends on factors like sales cycle length, target account complexity, and the maturity of your ABM program.

Can small businesses benefit from ABM, or is it only for large enterprises?

Small businesses can indeed benefit from ABM, especially those in B2B markets with high-value accounts. ABM principles can be applied at any scale, regardless of your company size, allowing smaller companies to focus limited resources on their most promising opportunities.

How does ABM fit into an overall digital marketing strategy?

ABM complements broader B2B marketing strategy by providing a focused approach for key accounts. It can be integrated with different content marketing formats, SEO, and social media initiatives to create a cohesive, personalized experience for the right accounts at the right time while maintaining broader market reach.

Download the template today and start building your next account-based marketing campaign.