· Patrick Rea · ABM · 2 min read
Thought leadership: How do ABM-ers position themselves as thought leaders?
It's about orchestrating a multi-touch strategy that positions you as an indispensable resource.
Thought leadership: How do ABM-ers position themselves as thought leaders?
It’s about orchestrating a multi-touch strategy that positions you as an indispensable resource. Here’s how:
📊 Start with deep account planning. Map out buying centres, personas, and their specific pain points within your target accounts.
💡 Develop an insight-driven content strategy. Use tools like intent data and social listening to understand what truly matters to your accounts right now.
🎯 Create a personalised Insight Workshop for a niche group and each key account. This isn’t a sales pitch, it’s a collaborative session to uncover and solve real problems.
📝 Craft “account-centric thought leadership.” Tailor your content to address the specific challenges you’ve identified in your target accounts.
🤝 Engage external networks. Partner with industry influencers and analysts to amplify your message and add credibility.
📈 Implement a ‘milestone mapping’. Align your thought leadership content with key decision points in the buyer’s journey.
🔄 Continuously refine based on engagement. Use ABM analytics to understand what resonates and adjust your strategy accordingly.
This approach moves thought leadership from a broadcast strategy to a precision instrument in your ABM toolkit.
Finally, fully involve and engage your sales team, and charge them with getting client feedback. Share scripts, infographics and other tools to support them.
🚀 Ready to elevate your ABM thought leadership game? Consider specialised ABM training to master these advanced techniques. Because in today’s B2B landscape, personalised insight is the ultimate differentiator.
