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In the ever-evolving landscape of B2B marketing, Account-Based Marketing (ABM) has emerged as a crucial strategy for targeting high-value prospects. But within the world of ABM, there’s a critical component that often doesn’t get the spotlight it deserves: account tiering. Far from being just another buzzword, account tiering is the backbone of a truly effective ABM approach. It’s the art and science of strategically categorising your target accounts to ensure your marketing efforts are not just personalised, but prioritised for maximum impact.
What is Account Tiering?
Account tiering is what it says: the process of categorising accounts based on their potential value and readiness to purchase. Think of it as crafting a VIP list for your ICP marketing efforts, ensuring that you’re directing your resources where they can have the most significant impact. But how do you prioritise these accounts, and what makes this approach so beneficial?
The Benefits of Account Tiering
1. Focused Resource Allocation
By segmenting your accounts into tiers, you can focus your resources more effectively. High-value accounts—those with the most significant potential for revenue who are ready, or those within a specific vertical —receive a tiered approach with regards to effort. This means more personalised messaging, bespoke content, and dedicated sales efforts that are tailored to these accounts’ unique needs and pain points.
2. Customised Strategies
Not all accounts are created equal, and your approach shouldn’t be either. Account tiering allows you to develop customised strategies for different tiers. For instance, a top-tier account might warrant a white-glove approach with one-on-one meetings and custom proposals, whereas lower-tier accounts might be nurtured through automated email campaigns and less personalised content until they move further down the funnel.
Learn more about why a strong account based marketing strategy is essential
3. Enhanced Sales and Marketing Alignment
One of the perennial challenges in B2B and ABM marketing is aligning the goals and activities of sales and marketing teams. Account tiering fosters better collaboration by providing a clear framework for both teams to follow. When both departments are aligned on which accounts to prioritise and how to approach them, the result is a more cohesive and effective ABM strategy.
ABM Tiering Process: Step-By-Step
Step 1: Identify and Segment Accounts
The first step in account tiering is identifying which accounts to target. Knowing your ICP will help in this step. Use AI-driven intent tools and data analytics platforms to gather insights on target accounts. Tools like 6Sense, Demandbase, and Terminus can help you understand account behaviour, intent, and potential value, making it more than just the sales team’s target wish list.
Step 2: Categorise Accounts into Tiers
Once you’ve identified your accounts, segment them into different tiers based on specific criteria such as potential revenue, buying intent, engagement level and technology fit. A common approach is a three-tier system:
Tier 1: High-value accounts with strong buying intent.
Tier 2: Mid-value accounts with moderate buying intent.
Tier 3: Lower-value accounts with potential for future growth.
Step 3: Tailor Messages and Strategies
Now that you have your accounts segmented, it’s time to tailor your messaging and strategies accordingly. For Tier 1 accounts, you might develop highly personalised content, host exclusive events, and arrange direct sales engagements. For Tier 3 accounts, automated email nurturing and targeted ads might suffice until they show higher engagement and intent.
Step 4: Leverage Technology for Management
Managing multiple tiers and ensuring the right strategies are implemented for each can be complex. Use ABM software to automate and streamline your efforts. Integrate these tools with your existing digital marketing channels for seamless execution and real-time data analysis.
Time to Tier Your Accounts
Account tiering is a powerful tool within an ABM strategy, offering a structured approach to prioritising accounts and tailoring your efforts. By focusing resources on high-value accounts, customising strategies, and enhancing sales and marketing alignment, you can achieve better engagement and drive more significant business outcomes.
Account Tiering FAQS
Account tiering in Account-Based Marketing (ABM) is the process of categorising accounts based on their potential value and readiness to purchase. This can extend to technology fit, account health (how they match up to current customers) as well as strategic fit. It involves prioritising accounts to ensure that resources are directed where they can have the most significant impact. This approach helps in crafting tailored strategies for different tiers, improving the effectiveness of your marketing efforts.
Account tiering benefits an ABM strategy in several ways:
– Focused Resource Allocation: By segmenting accounts into tiers, you can focus your resources more effectively. High-value accounts receive personalised messaging and dedicated sales efforts, maximising their potential impact.
– Customised Strategies: Account tiering allows you to develop bespoke strategies for different account tiers. High-value accounts may receive a white-glove approach, while lower-tier accounts are nurtured through automated campaigns until they show higher engagement.
– Enhanced Sales and Marketing Alignment: Account tiering fosters better collaboration between sales and marketing teams by providing a clear framework for prioritising accounts and aligning strategies.
Implementing account tiering in an ABM strategy involves the following steps:
– Identify and Segment Accounts: Use AI-driven tools and data analytics platforms to gather insights on potential accounts and understand their behaviour, intent, and potential value.
– Categorise Accounts into Tiers: Segment accounts into different tiers based on criteria such as potential revenue, buying intent, and engagement level. A common approach is a three-tier system: Tier 1 (high-value accounts), Tier 2 (mid-value accounts), and Tier 3 (lower-value accounts).
– Leverage Technology for Management:Use ABM software to automate and streamline your efforts, integrating these tools with your existing digital marketing channels for seamless execution and real-time data analysis.
Viewing ABM as a long-term methodology rather than a campaign is important because it focuses on building relationships and influencing targeted accounts over time. This mindset shift ensures that ABM efforts are sustained and strategic, leading to stronger and more lasting connections with high-value accounts. This approach allows for continuous adaptation and improvement, maximising the effectiveness of your ABM strategy.
