What are 1:Few ABM Accounts?
1:few ABM accounts are a company's target accounts but are deemed to be a little less important than their 1:1 accounts. Where we might be super-focused on a 1:1 account, we have more accounts to manage in 1:few marketing, and that means resources are a little thinner. When it comes to account research and understanding those businesses, we have less money to invest (both in terms of marketing and account research), and we need to be more focused and uncover the key information, quickly.
1:Few ABM Account Research
1:few ABM accounts are important to a company's marketing efforts. They are placing a bet that these accounts might be a good investment as they may become a customer, or they may grow as a customer. The marketing team want to be effective in their marketing communications, and like 1:1 accounts, this means that they need to understand who they are, what they do, and who to contact with marketing and sales output.
1:few accounts - as the title suggests - are a bigger pool of accounts. The marketing team will be spreading investment across many more accounts and therefore they are not able to spend the same amount of marketing dollars as they would for the big bets, the 1:1 accounts. When it comes to 1:few ABM account research, we therefore need to reflect this investment disparity, and deliver the key information - the account-knowledge foundation that the marketing team can then build on.
When Viewpoint Analysis conducts account research - as we do for companies like Nexthink, Informatica, Riverbed, AvePoint etc, our reports are built differently for 1:1 and 1:few accounts. Where we can spend between two and three days researching the likes of Unilever, Walmart, or AT&T, we can only spend perhaps half a day researching 1:few accounts. Those accounts might be the same size as a 1:1 account, but the funding for marketing and associated account research might be much lower.
What is Included in 1:Few Account Research?
The marketing team will need to know the key elements - the foundation knowledge that will enable them to differentiate messaging and get it to the right contacts in the account. As such, when Viewpoint Analysis provides 1:few account research, we focus on the following elements:
The Top 20 contacts that must be targeted
The company's strategy
Key industry challenges
The key corporate challenges
Account terminology - those terms that the company uses and you should too
We find that this information is ideal for 1:few accounts and enables the marketing team to demonstrate knowledge of the company, the challenges that they face, and ensure that any marketing focus goes to the right contacts.
What are the Benefits of 1:few Research?
Conducting super-quick 1:few account research is a great way to quickly bring the team up to speed on an account. It takes them from a name on a piece of paper, to enough of an understanding to create meaningful marketing materials and communications. It can:
Paint a picture of the company for the marketing team to understand.
Ensure that any messaging goes to the most important people.
Allow the marketing team to have empathy for the challenges they face - and message appropriate to those challenges.
Develop industry content as well as individual account content.
Where to Find More Information
Viewpoint Analysis has example 1:few account research that we can share with you. Please contact us or request more information and we would be happy to send this across to you.
Our website contains more information about our Voice of the Buyer services - including our Voice of the Buyer 360, Account Research, and more.
Comments