The great thing about the ABM strategies listed above is that they can all be used simultaneously for different clients. This section will help you to decide which accounts should receive VIP content and which should have scale or programmatic interactions.
This is all about balance, you need to have fewer accounts in the more time-consuming groups - but you can’t spend all your time on any one group or you will miss out on valuable leads!
One to one
Your one-to-one accounts are your VIP clients. They have high potential revenue so it’s important to ensure they get lots of time dedicated to them. They should be receiving bespoke content regularly.
One to few
These accounts are smaller and have less value than one-to-one accounts - but are still important. You should spend a smaller amount of time personalizing content for this group - but they should still be receiving customized content.
One to many
Smaller accounts again, and there are so many of them! These are low-value accounts for now (this could eventually change) but they are also the majority of your accounts. Make use of automation to personalize their content quickly, but you should still treat them well. You never know, they might one day become a high-value account!