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Act-On Software

Account Based Marketing

 

Account Based Marketing (ABM) is a sales and marketing strategy which aims to deliver personalized and deeper engagements with specific accounts. Instead of Leads, account based marketers are focused on Opportunities. Instead of Personas, there are Specific buyers. And instead of tracking the Quantity, marketers and sales focus on the Quality of those opportunities and buyers.

AOmegaphonesmall.pngOn-Demand Training Course Available!

In this On-Demand Course, we're exploring the Account Based Marketing add-on for accounts integrated with select CRMs. Follow along as we go through an example setup of ABM and cover Tips & Tricks for optimizing your configuration.

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AOmegaphonesmall.pngPlease note:

Account Based Marketing features are currently only available for Enterprise or Professional (as an add-on) users that have an integration with Salesforce, MS Dynamics or SugarCRM.

ABM provides a framework for personalization, reporting, and deeper, broader relationships with customers that can dramatically increase the value of lifetime customer value, the length of sales cycles, and outbound response rate. 

AOmegaphonesmall.png Use Cases:

  • Link buyer behavior + data across a single account view.
  • Easily create account based campaigns to improve nurturing + engagement.
  • Automatically score accounts and trigger campaigns + workflows.
  • Precisely target all decision makers within and account + deliver a unified experience across the organization.

Step 1. Setting up a recurring sync for your CRM

To Do:

To get started, navigate to Contacts > Accounts.

When you first visit the Accounts page, the application checks to see if you have properly configured a sync via the CRM Administration page. We have two ways to sync Account, Opportunity, and Owner information today and our ABM features rely on the CRM Administration page.

If you have not yet setup a recurring sync, click Go To CRM Administration to set the frequency of synchronization so that we can populate and keep your accounts up to date.

To Do:

After setting up the sync with your CRM, there are two other settings that must be configured. When you land back on the Accounts Dashboard a popup will appear and you will be defining:

  • The Contact list to be used for sending emails from the Accounts pages
  • Defining the field on the contact record which holds the contact’s score sheet that will be used for account scoring.

Alternatively these can be found in the Actions drop-down next to the All Accounts group at the top of the list from in the Accounts Dashboard. Keep in mind that you must first configure a list maintenance program which writes the contact’s score to the contact record.

Navigating the Accounts Dashboard

By default, Act-On will create an “All Accounts” group. This group contains a list of all of the accounts which have been synced with Act-On and from the dashboard, you can see the number of those accounts and the number of contacts that belong to those accounts. Once other Account Groups are defined, they will show up in this list as well but All Accounts will always be at the top of the list.

The actions drop-down menu allows you to dive in and view the underlying accounts, create a new group of accounts, manage the email list and score field or otherwise manage (edit, delete or email to) an Account Group.

Once an Account Group is selected, you can select View Accounts from the action menu to see a list of all of the accounts that the group contains. This list displays the account name, the number of contacts, the cumulative score for the account and provides a number of options for interacting with the account from the actions menu.

From the list view, one or more Accounts can be selected and emailed simultaneously in order to send an email to all contacts at one or more accounts via the email button in the top right. This action triggers the Message Composer where you can select from templates, previously sent messages, or start from scratch as usual.

When you select Contacts from the drop-down on an Account in the list, you will be presented with a list of the Contacts which are currently associated with that account along with their Title and Score. Furthermore, one or more contacts can be selected and emailed just as Accounts could be in the previous screen. In the Actions menu, a single contact can be sent an email as above or you can view the Contact Profile (Activity History Report).

From this or any other page in the Accounts section, you can click the back button on their browser or use the Left Arrow button in the top right to return to the previous page.

If you choose to view the Account Report, they are taken to a screen that is reminiscent of the Activity History report we currently support for individual contacts. In this profile, key Account attributes are presented front and center and all activity counts are presented as a cumulative count for all of the account contacts. For example, if the number of landing page visits is 3 then this is the total landing page visits for all contacts in that account.

The Summary tab of the Account Profile page displays a summary of all activity types and the total score for the account. Just like in the previous pages, you can also email all of the contacts in the account or go back using the buttons in the top right. Additionally, the breadcrumbs are clickable so it’s easy to return to the previous page or get back to the Accounts Dashboard.

The Timeline tab provides a cumulative timeline for all contacts in the Account. The contact’s name is attached to each activity so you know which contact did what.

The Timeline can also be filtered by clicking the filter button. By default, the timeline displays all activities from all contacts but from the filter pane, you can deselect activities or contacts to show only what they want.

Contacts tab

The Contacts tab of the Account Profile provides you with a list of the contacts in the account in a very similar way as is possible when going straight from the accounts list to the underlying contacts via the actions drop-down on an account above.

From this tab, you can select one or more contacts to email them. In the Actions menu, a single contact can be sent an email as above or you can view the Contact Profile (Activity History Report). This version of the Contact Profile uses the new style to match the Account Profile.

The Info tab provides you with a raw view of the variables attached to the Account record.

Accounts can be grouped based on CRM attributes similarly to how contacts are segmented, making it easy to interact with accounts in the same industry, sales territory, or profile (revenue, size, etc). all at once.

  1. Click New Group in the upper right corner.
  2. Add a Filter Name, then begin creating filters based on and/or logic. For example: Software companies in California that were added to your list after x date.
  3. Click Save.

You can now view the Account Group, view individual accounts, reports, or email the group.

Sending a message to a Group

From the group list view, one or more Accounts can be selected and emailed simultaneously in order to send an email to all contacts at one or more accounts via the email button in the top right. This action triggers the Message Composer where you can select from templates, previously sent messages, or start from scratch as usual.

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