Network-overlap ABM
Pick account-based marketing targets where your network overlaps most with the buying group.
ABX playsPlay 11
When to run it
Choosing accounts for an ABM program or campaign.
How to run it
- 01List the buying committee roles you need to reach.
- 02Measure how many of those people your network can reach at each account.
- 03Prioritize accounts where you can reach several members of the group.
- 04Run coordinated intros plus targeted content to those accounts.
Pro tip
Two warm paths into a buying group are worth more than ten ad impressions.
Run this play at scale with The Swarm, which maps your company's network and finds the warmest path into any account.
More abx plays
PLAY 09
Relationship-scored target account list
Rank your target accounts by how warm your best path in is, not just by firmographics.
Read the play →PLAY 10
Warm-path territory design
Assign accounts to the reps and teams who actually have relationships there.
Read the play →PLAY 12
Stalled deal rescue
Find new warm paths into deals that have gone quiet.
Read the play →