M B f A s o e l y I t t I s r e a h Strategic ABM P T This one-to-one style of ABM directly Strategic accounts get completely bespoke • 1:1 attention: Involve the entire organization, engages strategic target accounts marketing. Your game plan for these accounts from the CEO down, to create executive with the highest revenue potential — should look like this: engagement and face-to-face meetings. This level of customization requires significant generally at least $1M a year and as • Deep research: Map out each buying center to investment: companies invest $36,000 to high as $1B+. understand areas of revenue potential $50,000 or more in marketing programs to reach (whitespace). Build out the organizational chart to each of these accounts. It’s not uncommon to Often, this approach is focused on expanding and ascertain which contacts you know and where you see one ABM marketer covering just a handful deepening the relationship with existing customers need to build relationships. Research key business (perhaps five) of these Strategic accounts. (84% of Strategic accounts are current customers). priorities and publish detailed account dossiers, Companies typically have between five and 50 integrated with Sales account plans. Consider But the investment is worth it for these high-value Strategic accounts, the median being 14. internal chat groups or forums for each account. customers. When ITSMA says “ABM delivers • Personalized content: Create customized more ROI than any other form of marketing,” marketing content, value propositions, and Strategic ABM is what it’s referring to. messaging. One company we met even hires an agency to come up with specific branding for each of these top accounts! • Dedicated programs: Drive executive briefings, innovation days, high-end experiences, and other marketing activities just for that one account. 30