Five steps to ABM for the solar energy sector
Posted: Thu Jan 23, 2025 8:52 am
Want to learn the Five Steps to ABM for the Solar Industry ? Account-based marketing involves sales and marketing teams coming together to focus on specific accounts. The marketing team then creates personalized campaigns to connect with the right contacts in those accounts at the right time in the sales process.
In the solar industry, this is useful for identifying potential solar customers and providing them with relevant content, which shortens sales cycles, improves collaboration between sales and marketing, and increases ROI.
Downloadable 2
1. Identify the ideal customer profile and target accounts
The first critical step to your ABM strategy is to identify the Ideal Customer Profile (ICP) for your company. To define your ICP, do your research and find high-value markets and regions. Then, drill down to find target accounts within these markets . Create sub-segments of your marketing list for these groups. For a hyperlocal approach, consider joining groups and associations specific to this market and location, and grow your list organically .
2. Research and prioritize target accounts and their decision makers
To implement an ABM strategy, it’s crucial to research ghana whatsapp lead prioritize your target accounts. We suggest a two-tiered approach: Tier 1 for accounts that meet all of your ideal customer profile (ICP) criteria and Tier 2 for accounts that come close, but don’t quite meet them . Dedicate the majority of your efforts to Tier 1 accounts.
Next, identify who the decision makers are in these accounts. In the solar market, there may be one key decision maker and several influencers . Use tools like LinkedIn or reach out to the entities directly to identify the right people.
3. Develop your campaigns
Your content should explicitly address the target account’s challenges and how you can solve them . The beauty of ABM is that it’s customizable to these organizations , so your content should speak specifically to them.
For example, you could create case studies specific to your target industry and then craft a custom presentation or webinar tailored to the decision-maker, thereby directly connecting the case studies to your Tier 1 target account. This could also be gated content on an exclusive landing page that is only available through access you provide once the prospect completes a sign-up form .
To maximize your ABM campaign , we recommend creating content that you can also use for a broader inbound marketing campaign . This will allow you to fine-tune your ABM campaign content to reach a broader audience , starting with your Tier 2 accounts.
4. Launch the campaign
Execute your campaign carefully, otherwise steps 1-3 will have been a waste of time. Make sure your communication connects with your decision maker through personalized messaging . If you’ve been creating inbound marketing content, such as a case study or whitepapers, tailor it for your recipient and summarize the key points in the email marketing. If the prospect is more advanced, a video call might be appropriate .
But don’t stop there: ABM thrives on maintaining a personal touch to nurture the lead, so continue to follow up consistently but respectfully.
5. Measure, reflect and refine
There are a number of ways to measure the success of your ABM using established KPIs. Once you’ve established your KPIs, use them to reflect on what’s working in your industry and what needs to be improved . Give your teams enough time to generate results and then adjust your strategy as needed, which can take 3-6 months.
In the solar industry, this is useful for identifying potential solar customers and providing them with relevant content, which shortens sales cycles, improves collaboration between sales and marketing, and increases ROI.
Downloadable 2
1. Identify the ideal customer profile and target accounts
The first critical step to your ABM strategy is to identify the Ideal Customer Profile (ICP) for your company. To define your ICP, do your research and find high-value markets and regions. Then, drill down to find target accounts within these markets . Create sub-segments of your marketing list for these groups. For a hyperlocal approach, consider joining groups and associations specific to this market and location, and grow your list organically .
2. Research and prioritize target accounts and their decision makers
To implement an ABM strategy, it’s crucial to research ghana whatsapp lead prioritize your target accounts. We suggest a two-tiered approach: Tier 1 for accounts that meet all of your ideal customer profile (ICP) criteria and Tier 2 for accounts that come close, but don’t quite meet them . Dedicate the majority of your efforts to Tier 1 accounts.
Next, identify who the decision makers are in these accounts. In the solar market, there may be one key decision maker and several influencers . Use tools like LinkedIn or reach out to the entities directly to identify the right people.
3. Develop your campaigns
Your content should explicitly address the target account’s challenges and how you can solve them . The beauty of ABM is that it’s customizable to these organizations , so your content should speak specifically to them.
For example, you could create case studies specific to your target industry and then craft a custom presentation or webinar tailored to the decision-maker, thereby directly connecting the case studies to your Tier 1 target account. This could also be gated content on an exclusive landing page that is only available through access you provide once the prospect completes a sign-up form .
To maximize your ABM campaign , we recommend creating content that you can also use for a broader inbound marketing campaign . This will allow you to fine-tune your ABM campaign content to reach a broader audience , starting with your Tier 2 accounts.
4. Launch the campaign
Execute your campaign carefully, otherwise steps 1-3 will have been a waste of time. Make sure your communication connects with your decision maker through personalized messaging . If you’ve been creating inbound marketing content, such as a case study or whitepapers, tailor it for your recipient and summarize the key points in the email marketing. If the prospect is more advanced, a video call might be appropriate .
But don’t stop there: ABM thrives on maintaining a personal touch to nurture the lead, so continue to follow up consistently but respectfully.
5. Measure, reflect and refine
There are a number of ways to measure the success of your ABM using established KPIs. Once you’ve established your KPIs, use them to reflect on what’s working in your industry and what needs to be improved . Give your teams enough time to generate results and then adjust your strategy as needed, which can take 3-6 months.