Account-based marketing (ABM) is unlike traditional marketing. Instead of trying to reach the masses, you focus on a small set of high-value accounts.
The ABM team crafts individually tailored content, advertisements, and emails for the target accounts, increasing the likelihood of conversion. For instance, consider a company that sells cybersecurity solutions to financial institutions. The target accounts are large banks and credit unions looking to upgrade their cybersecurity measures.
The ABM team creates tailored content such as case studies, whitepapers, and infographics. They also design advertisements highlighting the revenue losses from security breaches. All the content is tailor specifically for the financial industry, and sometimes even for specific companies.
But you need a strong account-based marketing team structure to succeed. Without a proper team, even the most ambitious ABM strategy can quickly fall apart.
That’s why it’s important to know the key players and qualities of a good ABM team member before you begin structuring your ABM department.
The account-based marketing team brings together people of diverse skill sets and varying levels of expertise to come together with a focused vision.
The C-Suite and Directors in the ABM team have higher-level access to company information and the long-term vision to align the team towards a singular goal.
Before any ABM campaign is planned out, the team needs to understand the long-term vision of the company. That’s where a CEO comes into play. With the top level view of the company, the CEO can assist the ABM team plan things out, provide feedback on strategies, and assist with connecting the team to high-value accounts through their networks.
Some of the key responsibilities of the CEO in terms of the ABM team are:
The CMO has a critical role in the ABM team. This person helps define the strategy and keeps the ABM team aligned to the company’s goals at all times. The responsibilities may vary, but a CMO is generally involved in:
The CRO manages all things revenue and has the highest level access to the company’s inflow and outflow. A CRO can help the ABM team to:
Sales directors are responsible for driving revenue growth by managing the sales team and maintaining relationships with key clients. The sales directors might be involved in:
The success of an Account-Based Marketing (ABM) campaign is heavily dependent on the leadership and management of the team. Managers oversee and help with executing various aspects of ABM campaigns.
The Operations Manager oversees ABM campaigns from planning to execution. They ensure that all tasks are completed on time and that the team works efficiently. The ops manager also helps the ABM team manage the budget and execute tasks cost-effectively.
Some of the key responsibilities of the Operations Manager in ABM include:
Generally, the operations manager needs to be on top of things to ensure proper execution of the campaigns.
Depending on the org structure in the company, operations manager may also keep track of the key ABM metrics like customer acquisition, customer retention, and customer engagement.
This can help determine whether the current marketing strategies are effective and whether they need to be modified.
The Marketing Manager is responsible for the creative aspects of the ABM campaign, such as developing the messaging and designing the creatives. They work closely with the Operations Manager to ensure that the campaign is executed according to plan. Some of the key responsibilities of the Marketing Manager in ABM include:
Since a major part of the marketing manager’s role is understanding analytics and data, they can greatly benefit from marketing analytics tools like Google Analytics, Factors.ai, and Microsoft Clarity.
These tools can help measure the performance of marketing campaigns, track visitors and engagement, perform revenue attribution, and identify areas for improvement.
The Sales Manager is responsible for working with the Sales team to ensure that the ABM campaign is generating leads and revenue. They work closely with the Operations and Marketing Managers to ensure that the campaign is executed smoothly.
Some of the key responsibilities of the Sales Manager in ABM include:
Sales managers can also choose to employ a conversational ABM strategy to improve the sales team output. This strategy uses chatbots as the first point of contact, helping sales teams filter clients and improve conversions.
While the senior-level team members provide strategic direction, the execution-based roles do the groundwork for ABM campaigns.
Performance marketers are responsible for creating and executing paid advertising campaigns. They come up with strategies to target the right audience, work with graphic designers to design ads, and monitor campaigns’ performance to optimize results. The responsibilities of performance marketers include:
Graphic designers play a crucial role in creating personalized and tailored designs for the ABM campaigns. But generic designs will fail to meet the standards here.
ABM designs need to capture the attention of your target audience and make a lasting impact.
Graphic designers must deliver their highest quality work, bringing creativity and innovation to the table. The designers must also have a deep understanding of the target account's preferences and expectations to truly resonate and drive engagement.
Here are some key responsibilities and qualities of a graphic designer in an ABM team:
Content is an important part of any ABM campaign. For instance, the content strategy team begins identifying topics that are important to your target audience.
The content marketing team then creates blog posts, whitepapers, and case studies around the topics to rank on search engines and be shared with the target accounts.
They may also collaborate with the sales team to identify content gaps and create additional content that speaks to the pain points of target accounts.
Some of the major responsibilities of the content marketing and strategy team may include:
Social media marketers are responsible for ensuring regular engagement with the target accounts. They mould the social presence in a way that the target accounts find value in following your company profile—thus giving you direct access to these accounts. The responsibilities of social media marketers include:
Copywriters are responsible for creating compelling copy that resonates with the target audience. They work closely with content strategists to ensure that the copy aligns with the ABM campaign's objectives. The responsibilities of copywriters include:
The process of an ABM campaign goes from designing the strategy, to gathering data and analyzing it, and finally executing the campaign based on the findings. But because of the highly personalized nature, account based marketing involves stakeholders from multiple teams for insights and feedback.
ABM teams need a lot of ad-hoc decision-making and creativity, so everyone on the team works towards a common goal, communicates effectively, and supports each other.
This is why proper team structure is critical to the success of ABM campaigns. It allows for seamless integration of strategies and effective collaboration among team members.
Apart from the basic understanding of the role and being able to collaborate with a diverse set of individuals, here are a few qualities of a great ABM team member:
A strong and effective team is crucial to the success of any ABM initiative. With the right mix of talent, expertise, and collaboration, your ABM team can unlock the full potential of your marketing efforts and drive meaningful results.
But to truly take your ABM to the next level, you need the right tools and technologies at your disposal. That's where Factors.ai comes into play. It offers deep insights into customer journeys, anonymous visitor tracking, and marketing ROI optimization, helping you to identify sales-ready accounts, automate analytics, and prove the revenue impact of every touchpoint.
With Factors, you can reduce your CAC, improve ROI, and accelerate revenue growth seamlessly. Schedule a demo today and see for yourself how Factors can transform your ABM approach and drive more pipeline with less spend.
Here are some of the qualities to look for in an ABM team member.
Creating an ABM team involves understanding your end goals and finding people to fill the talent and skill gaps within your marketing and sales teams. However, here are the general steps to build your ABM team.
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