5 Steps to Prioritise High-Value Accounts in ABM

Here’s how to prioritise high-value accounts in 5 simple steps:

1. Set Clear Selection Criteria: Use data like company size, tech compatibility, and engagement history to identify the best-fit accounts.
2. Track Buying Signals: Monitor intent data (internal and external) to spot accounts showing interest in your solutions.
3. Rate Accounts by Tiers: Categorise accounts into three levels (Tier 1, 2, 3) based on revenue potential, business fit, and engagement.
4. Align Sales and Marketing: Get both teams to agree on priority accounts and collaborate effectively.
5. Allocate Budgets by Tier: Distribute resources wisely - spend more on high-priority accounts (e.g., 60-70% on Tier 1).

Why it works:

• Higher engagement and faster sales cycles.
• Smarter use of time and money.
• Stronger relationships with key accounts.

Using Account Tiers for an Effective ABM Strategy

Step 1: Set Clear Account Selection Criteria

Setting clear criteria for account selection is the cornerstone of effective ABM. By defining measurable benchmarks, you can focus on accounts with the highest potential for conversion and long-term value. These criteria not only help evaluate technical compatibility but also ensure you can effectively track engagement.

Analysing Technology Data

Start by examining technology compatibility. This means identifying whether the systems a prospective account uses - like CRMs or other core platforms - align with your solution’s technical requirements. For instance, if your product integrates with specific CRM software, prioritise accounts already using those systems.

Measuring Engagement Metrics

To refine your account selection, dig into engagement metrics to quantify how prospects are interacting with your brand. Key metrics to track include:

• Website behaviour: Look at average session durations and the number of pages viewed per visit.
• Content interactions: Monitor downloads of resources like whitepapers or case studies.
• Email engagement: Check open rates and click-through rates for your email campaigns.
• Event participation: Track attendance at webinars or requests for product demos.

Using automation tools can simplify this process by consolidating all these metrics into a single dashboard, making it easier to analyse and identify the most promising accounts.

Step 2: Track Buying Signals with Intent Data

Intent data shifts the focus from static demographic profiles to dynamic indicators of interest. By observing digital behaviours that suggest purchase intent, you can pinpoint accounts actively exploring solutions and allocate your resources where they’ll have the most impact. The key is to differentiate between internal and external signals to sharpen your targeting.

Internal vs External Intent Sources

Internal intent data comes from your own channels and provides a direct view of how engaged an account is. Signals like website visits, email clicks, or CRM activities give you a clear picture of their interest level.

On the other hand, external signals highlight broader category research. For example, an account showing strong external activity - like reading industry reports or searching for related topics - but minimal internal engagement might be a prime candidate for proactive outreach.

Intent Monitoring Systems

To make the most of intent data, you need a system that integrates these signals into your existing tools. Here's how it breaks down:

Using intent data can significantly improve results. For instance, companies leveraging intent data report a 40% higher win rate for sales opportunities. Additionally, accounts that show a threefold increase in intent activity across at least two channels within 14 days see up to a 65% boost in conversion rates.

Once your system is in place, it should automatically:

• Adjust campaign targeting based on observed interests
• Notify sales teams about high-intent accounts
• Provide detailed insights into engagement patterns
• Trigger nurture workflows tailored to intent signals

Step 3: Create a Three-Level Account Rating System

A three-level account rating system helps allocate resources effectively by categorising accounts based on their potential. This approach ensures precise targeting and tailored engagement for ABM campaigns.

Setting Up Account Tiers

To organise accounts, divide them into three tiers, each with distinct characteristics and engagement methods:

Once accounts are categorised, use a scoring formula to quantify their placement.

Account Scoring Formula

To assign accounts to the right tier, evaluate them based on three key factors, each with a specific weighting:

1. Revenue Potential (40%)Consider factors like:
   • Spending capacity
   • Market position and growth opportunities
   • Potential for future expansion
2. Business Fit (35%)Assess alignment in areas such as:
   • Target industries and company size
   • Geographic presence
   • Organisational structure
3. Current Engagement (25%)Measure the level of interaction through:
   • Website activity and browsing depth
   • Patterns of content consumption
   • Sales team interactions and event participation

Each factor is scored on a scale of 0-100, then multiplied by its assigned weighting. Add the weighted scores to determine which tier the account belongs to. Regularly review and adjust the weightings and thresholds to stay aligned with market trends and business objectives.

Step 4: Get Sales and Marketing Agreement on Accounts

Bringing sales and marketing teams onto the same page is a critical step for successful ABM. When both teams share a unified vision, it sets the stage for smooth and effective planning.

Team Planning Sessions

Organise collaborative planning sessions to go over scoring data and refine targeting criteria. These sessions ensure that both sales and marketing are equally invested in the strategy, fostering a sense of shared responsibility.

Account Priority Maps

Introduce visual account priority maps to provide a clear snapshot of account performance, assign responsibilities, and exchange insights. These maps not only make it easier to identify high-value targets but also help both teams address challenges more efficiently. By focusing on what matters most, sales and marketing can work together seamlessly.

Step 5: Match Budget to Account Tiers

To get the most out of your Account-Based Marketing (ABM) efforts, it’s crucial to allocate budgets according to account tiers. By using account scoring and engagement insights, you can ensure your spending aligns with the accounts that matter most, strengthening your overall ABM strategy.

How to Split Your Budget by Tier

A common approach for budget distribution is the 60-30-10 rule:

For instance, if you allocate £70,000 to 10 Tier 1 accounts, you’ll have around £7,000 per account to invest in highly personalised marketing strategies. This kind of focused spending often leads to better results. A great example is a UK-based B2B tech company that directed 70% of its ABM budget toward its top 15 accounts. Within six months, this shift led to a 40% increase in pipeline value from those accounts.

Once budgets are allocated, it’s important to regularly evaluate their effectiveness to keep things on track.

Reviewing Budgets Every 3 Months

Quarterly reviews help you assess whether your budget is delivering results. Focus on these areas during your reviews:

• Engagement metrics from tools like CRM and marketing automation platforms
• Pipeline progression and conversion rates by account tier
• Deal velocity and return on investment (ROI)
• Any shifts in account status or priority

Real-time dashboards are invaluable for tracking these metrics and making swift adjustments. Collaboration between sales and marketing teams is also essential for reallocating budgets based on performance insights.

Key metrics to monitor include:

Conclusion: Implementing Account Prioritisation

Key Takeaways

To make account prioritisation work effectively in ABM, focus on a structured, data-driven approach that brings teams together. Here’s a quick breakdown of the five essential steps:

By following these steps, you can ensure your ABM strategy consistently targets the most valuable accounts.

How to Get Started

Here’s how to put these steps into action:

Begin with a Pilot Programme: Test your approach with a small group of accounts first. Use the results to fine-tune your strategy before rolling it out on a larger scale.

Make Use of Existing Tools: Take advantage of resources like ABM Answered’s video library and community discussions to tackle any roadblocks during implementation.

Track Progress and Adapt: Use a dashboard to keep an eye on critical performance metrics, such as:

• How well your account selection criteria are working
• The accuracy of intent signals
• The effectiveness of your tiering system
• Collaboration between sales and marketing
• Efficient use of your budget

FAQs

How can I track and distinguish between internal and external intent signals for my ABM strategy?

The article primarily discusses how to identify and prioritise high-value accounts for ABM campaigns. It doesn't delve into tracking or distinguishing between internal and external intent signals.

That said, if you're seeking advice on intent signals, platforms like ABM Answered could be a valuable resource. They offer tools and insights designed to help Account-Based Marketers address challenges like these. With their guidance, you can fine-tune your ABM strategies and tackle specific use cases effectively.

How can sales and marketing teams work together to prioritise high-value accounts in ABM?

To prioritise high-value accounts in Account-Based Marketing (ABM), it’s essential for sales and marketing teams to work hand in hand, aligning their strategies from the start. Begin by collaboratively defining what qualifies as a 'high-value account'. This could be based on factors like revenue potential, strategic relevance, or how well the account matches your ideal customer profile.

Maintain open communication by setting up regular touchpoints - whether that’s through weekly meetings or shared dashboards. These channels help both teams stay updated and aligned on priorities. Leverage data to identify and segment accounts, then craft tailored engagement plans designed to make the biggest impact.

Encouraging a collaborative mindset is also crucial. Set shared goals, such as increasing pipeline growth or boosting account conversion rates, so both teams are striving towards the same outcomes. When sales and marketing are aligned, ABM campaigns are far more likely to deliver meaningful results.

How often should I review and adjust my account tiers and budget allocation for better ABM results?

To keep your Account-Based Marketing (ABM) campaigns running smoothly, it's wise to revisit your account tiers and budget allocation every quarter. This approach helps you adapt to shifts in market conditions, evolving business priorities, or changes in account behaviour without delay.

That said, if you spot something major - like a key account ramping up engagement or a noticeable decline in ROI - it’s a good idea to reassess sooner. Regular reviews ensure you stay on track with your goals and direct your resources toward the opportunities that matter most.

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