ABM Ideal Customer Profile Development

SOMAmetrics helps clients select their key accounts and the key roles within each account based on data analysis such as intent data, segment analysis, sales data analysis and more.

What is ABM Ideal Customer Profile Development

SOMAmetrics helps clients select their key accounts and the key roles within each account based on data analysis such as intent data, segment analysis, sales data analysis and more.

The key components of this service are:

1. Identify Accounts that belong to a specific ABM campaign
2. Identify the key stakeholders that are involved in a purchase decision
3. Research the personas and develop the persona profiles

However, ABM is very complex and difficult to execute correctly. It requires the alignment of the goals and commitments of Sales and marketing, the careful selection of accounts and key roles, lot’s of customized and personalized content, and fully integrated tech stack for reliable reporting and insights.

Why is ABM Ideal Customer Profile Development Critical

The job of marketing is to change and open minds in order to try something different—whether it is a new product, service, or destination.

It is extremely hard to change someone’s mind. It is especially hard to change the minds of several people at the same time. Everyone has a different point of view, a need, worry, concern, ambition, goal, source of truth, and so on.

Selling a complex system in a large enterprise—while very lucrative—requires the orchestration of the minds of some 17-23 different stakeholders to review your product and move towards a buy decision.

It means addressing the very specific needs and concerns of these 17-23 people adequately enough that they give your product a green light—or at least they don't give it a red one.

That requires custom content and messaging—albeit well synchronized and interrelated—so they all get the big picture and yet have all their detailed needs addressed.

Creating this custom content and messaging requires a deep understanding of the account types, the industries, and the various personas.

Therefore, the heart of an effective ABM program is the deep understanding of the audience.

Let us help you thoroughly research, analyze, and define your key accounts, and the key personas you will need to target in your ABM campaigns.

Why SOMAmetrics?

Outside agencies tend to have certain advantages over internal resources when it comes to sales diagnosis.  For one thing, they have conducted dozens of these sales diagnoses and have developed a more robust process for uncovering underlying issues and analyzing them. They tend to have clients that come from a wide range of industries and sizes. Furthermore, outside agencies are more likely to be objective and impartial, assume they know nothing until they ask questions and get some answers.

For instance, with over 25 years of experience building and managing inside and field sales organizations, SOMAmetrics has diagnosed and corrected sales challenges at over 60 companies, ranging from startups to publicly traded Fortune 500 companies.

The SOMAmetrics Sales Diagnosis can typically be completed within one calendar week. It consists of a series of interviews with your leadership team in sales, marketing, and customer support organizations; a review of your sales pipeline; interviews with sales team members; review of your sales processes, systems, KPI’s; your comp plan; and more.

Case Studies

How a client was able to achieve its goal of becoming a leading provider to the Medical Devices sector through targeted ABM campaigns.

How a global publicly traded company used our services to increase the effectiveness of its BDR team by 67%

How a tech company went after three different markets in nine months using a planned, targeted approach

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