A deep dive into the power of the ABM intake brief

Account-Based Marketing (ABM) continues to redefine the way businesses target and engage their high-value prospects and clients. With a strategic, highly-focused approach, ABM allows for personalization, thus driving meaningful interactions with stakeholders.

We know that central to the execution of a successful ABM strategy is a well-structured and comprehensive ABM brief. In this post, we'll focus on Mighty & True's ABM Intake Brief, dissecting its elements, and explaining why each component is critical to ABM success. Then, at the end of this article, we'll link out to a template of our M&T account-based marketing brief template for you to download and try on your projects.

The Purpose of the ABM Intake Brief

Our ABM Intake Brief is essentially a guide that helps our client ABM practitioners to gather, organize, and communicate essential information that will shape the course of the ABM project. This information includes details about the targeted account(s), specific objectives of the project, characteristics of the target audience, key messages, project timeline, and other crucial elements.

By collating this information, our ABM team can develop a deep understanding of the client's vision, business context, and specific requirements, enabling them to execute an ABM strategy that is both effective and aligns with the client's expectations.

More than Just an Information Gathering Tool

Though at first glance, the ABM Intake Brief might seem like a simple questionnaire, it serves a multitude of purposes that go beyond data collection.

Alignment

‍This brief ensures all stakeholders have the same understanding and expectations of the project. It defines goals, targets, messages, and timelines, leaving no room for ambiguity or misunderstandings.

Contextual Understanding

‍The brief assists the ABM team in gaining a holistic view of the targeted account's environment, including current relationships, main blockers, and competitive landscape. This allows the team to position their offerings in a way that directly addresses the account's specific needs and circumstances.

Strategic Direction

The brief also guides the development of a strategic ABM plan. The details provided help in shaping tactics and messaging that align with the client's objectives and resonate with the target accounts.

Diving into the Details

Each section of our ABM brief has a critical role to play. Let's consider some of them:

Target Account Information:

Identifying the targeted accounts and understanding their geographic location sets the foundation of the ABM strategy. This information aids in personalizing and localizing the messaging, thereby enhancing its relevance.

Relationship Status

Knowing the current status of the relationship with the targeted account(s) is crucial for tailoring the approach. For instance, strategies for re-engaging past customers will differ from those for new prospects.

Blockers and Objectives

Identifying challenges that have hindered past engagements and outlining the primary objectives of the project provides a roadmap for the ABM strategy. These insights enable the team to craft solutions that directly address the issues and meet the project's goals.

Target Audience Insights

Information about the targeted buying centers and their interests helps in fine-tuning the messaging and the channels of communication.

Competitive Positioning and Pitch

Understanding the competitive landscape and having a well-crafted pitch enhances the ABM team's ability to position their offerings advantageously.

Project Timeline

Clearly defined timelines help in project management and ensure timely execution of the ABM strategy.

Account-based marketing requires a solid starting point

The Mighty & True ABM Intake Brief, with its detailed structure,, serves as an excellent starting point for any successful ABM initiative. By providing a comprehensive understanding of the client's vision, the targeted accounts, and the project's objectives, it enables the development and execution of a highly targeted and effective ABM strategy.

The good news is, we're not just here to talk about this stuff. We'd actually like to make it easier for you to get started building better account-based marketing briefs started today! To download a copy of our current ABM brief template, simply go to this link, make a copy and modify as you see fit.

Good luck with your ABM programs and if you have any thoughts on ways to make this brief better, hit us up! 

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