How Effective is Your ABM Strategy?

Watch Series
ACCOUNT BASED MARKETING

Accelerate the impact of your ABM investment.

Is your account based marketing strategy as effective as it can be?

Next gen ABM is omnichannel, integrated and data-driven. See what it looks like in six bite-size videos designed for CMOs.

SEE THE FULL SERIES Arrow Right

Our approach.

ABM has changed everything. Instead of working in silos, sales and marketing teams need to work together, constantly. Instead of creating messaging for a broad persona, we need to take the time to discover and understand the people who make up the buying team. And marketers, with their ability to analyze data and fine tune campaigns to reach and influence a specific set of prospects, have become key contributors to business growth.

At Iron Horse, we collaborate with high-growth marketing and sales teams to design and implement strategies that accelerate the impact of their ABM investments. To get there, we draw on our industry and functional domain, strategic relationships with key ABM and martech vendors, and our obsession with connecting the dots between fragmented data. The end goal of our work is for you to have a unified conversation with your prospects and accounts—wherever they are.

Curious how we can help your organization?

Maybe you’ve been doing ABM for a while now. Maybe it hasn’t met your expectations. Here’s what makes us different.

ABM isn’t one-size-fits-all. Neither are we.

You don’t need to go all in from day one to succeed at ABM. 

We help you craft a rollout plan that’s unique to your needs—whether that means running a small pilot to prove success, or building your ABM program incrementally.

We know what it takes to execute. 

Strategy without execution is just a fairytale. 

From managing complex tech integrations to establishing new communication channels across organizational silos, we work with your teams to set up sustainable, scalable processes that enable continuous feedback and drive success. 

We find the story in your data.

ABM without data and insights is wasted effort.

But data alone is not enough. We connect the dots between multiple intent platforms and other sources to build a story that’s easy to understand, easy to share, and helps your marketing and sales teams rapidly make decisions about what to do next.

What does it look like to work with Iron Horse on ABM?

Whether you are looking to scale an already successful strategy or get your ABM program off the ground, here are some of the things we’ll be talking to you about. 

Multi-level alignment.

For ABM to really work, everyone on your team—from leadership to practitioners—must buy into who you’re going after, how you’re going after them, and why. 

We work with you to establish clear goals and KPIs for your ABM strategy. We then use those goals as a north star to help prioritize target accounts, identify tech stack optimizations, build engagement playbooks, and drive reporting. Finally, we help you implement tools and processes for sustaining alignment throughout the program.

ABM ALIGNMENT CAPABILITIES INCLUDE:

  • CMO ADVISORY
  • PLAYBOOK CREATION
  • SALES & MARKETING WORKSHOPS

Omnichannel strategy.

Your audience is everywhere and you should be too. When it comes to ABM, this means putting clear, consistent messaging in front of each member of the buying team, no matter where they are. 

We help you interpret intent and other data to refine your understanding of who’s on the buying team, what role they play, and what they care about. Then we help you use this information to craft integrated cross-channel campaigns for each persona that combine a variety of digital experiences with targeted content to accelerate the journey and maximize conversion.

READ: DIGITAL EXPERIENCES FOR ABM > Arrow Right

OMNICHANNEL ABM CAMPAIGN CAPABILITIES INCLUDE:

  • ABM audit
  • Persona definition & journey mapping
  • Messaging framework
  • Performance media strategy & execution
  • Nurture campaigns
  • Webinars & other digital experiences
  • Virtual & hybrid events
  • Interactive content
  • Omnichannel strategy

Technology integrations.

The ideal ABM tech stack includes intent platforms, gifting tools, sales intelligence tools, and marketing automation, CRM and sales enablement systems. But having these technologies and using them to their best advantage are two different things. 

We help you understand how your existing platforms can support your ABM strategy, and where you need to add new tools into the mix. Then we help you define and implement effective processes, data management protocols, and integrated reporting to support real-time analysis and actioning of account-focused marketing and sales data.

TECH STACK CAPABILITIES FOR ABM INCLUDE:

  • Technology assessment
  • Best practices guidance
  • Platform & integration recommendations
  • Change management
  • Setup, templates & execution

Sales enablement.

ABM provides marketers incredible insight into the needs, preferences, and interest level of the buying team. But is your sales team getting that information—and do they know what to do with it?

We help you think through how to best connect, organize and synthesize the information you are gathering through marketing outreach and make it available to your sales peers to help them win sooner and win faster.

WATCH: HOW TO ACCELERATE ABM WITH GIFTING Arrow Right

SALES ENABLEMENT CAPABILITIES FOR ABM INCLUDE:

  • Sales playbooks
  • Sales onboarding & coaching
  • Sales training
  • Sales outreach templates
  • Sales enablement platform integration
  • Account & prospect dossiers
  • Strategic gifting

Analytics & measurement.

The more data, the better. But integrating data from multiple platforms and sources is complex. Incompatible sharing mechanisms, excessive CSVs and imperfect APIs lead to gaps in the story.

We help you connect the dots between your data so you can gain the most complete picture of account activity and use that information strategically to derive the next best action, create better predictive models, and accelerate conversion.

ABM ANALYTICS & MEASUREMENT CAPABILITIES INCLUDE

  • Intent data analysis
  • Omnichannel data structure creation
  • Integrated engagement dashboards
  • Predictive modeling
  • Optimization plans
  • Data engineering
  • Data operations
  • Data lakes

Key technologies.

We focus on outcomes and use the best technologies to enable your goals.

Intent Platforms

TechTarget
DemandBase
Madison Logic
6sense
Metadata
Terminus

Marketing Automation

Marketo
Eloqua
ON24
Drift

Analytics

Alteryx
Tableau

Related resources.

See All Resources Arrow Right

Ready for a more effective ABM strategy?

Set up a 30-minute consultation.


Let's talk.

We’d love to learn more about your growth needs and see how we can help you. Fill out the form below or grab a time slot on our calendar now to get the conversation started right away.








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