Segmenting customers so that unique, tailored content can be delivered to them is one way to stay ahead of the game. Employing an Account Based Marketing (ABM) strategy enables businesses to remain focused on their highest potential Accounts.
Which data to look at will vary from business to business, but here are some ideas to consider:
Once you begin to understand what makes a certain customer a Key Account for your business, you can begin to iterate on your segmentation. Ultimately, the information should be available on the Account record and/or a Custom Object record designed to aggregate/categorize your data for integration as well as having actionable data to drive workflows and business processes. Additionally, depending on how many different objects the information resides on, reporting can become quite challenging if not impossible unless it is combined on one or two objects. Thus the availability of centralized data becomes critical.
Depending on the data that is important to you, you can create a set of criteria that defines which ‘Tier’ an Account belongs in. Using a Custom Object rather than just a formula field on Account brings the added benefit of being able to relate other objects such as Contacts, Leads, Opportunities, Cases and any Custom Objects you might have like Industry, Zip Code, or Projects to aggregate a variety of data.
For the example in this use case, we will also be using a Custom Object called Industry. There is already a Revenue field on Industry being populated by Rollup Helper as well as a Revenue Tier Text Formula Field. This formula is a basic “bucketing field” that would include any criteria to be included, example: IF(Revenue__c > 3000000, 'Tier One', IF(Revenue__c >= 1000000 && Revenue__c <= 3000000, 'Tier Two', IF(Revenue__c < 1000000, 'Tier Three','' ) ) )
Create two fields on Account
Create a Lookup Helper Setting to populate Industry
Create a Lookup Helper Setting to populate Tier
If you haven't already done so, enable real time for your lookups.
For further assistance with this use case, please email: sales@passagetech.com
How are you segmenting your Customers for ABM? Please let us know by commenting below.
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