Account-based Marketing Strategy

Account-based Marketing (ABM) is becoming THE way technology and services companies build their B2B revenues. It is catching on in healthcare and with good reason. Healthcare buying processes are complex, involve many stakeholders and take forever.

The discipline and technology-enabled tactics of an ABM strategy can help any business selling to healthcare organizations improve their win rate, shorten the sales cycle and increase deal sizes. The problem is that implementing ABM successfully is hard. It takes time, experimentation and expertise to master ABM. We can help you get their faster and more successfully with an improved strategy.

Kickstart Your Program With the ABM Playbook

The ABM Playbook is healthlaunchpad's proprietary and battle-tested ABM strategy development approach. Over the course of 4-6 weeks, we will work collaborartively wth you and your team to develop your ABM Strategy. The outcome is a clear vision, an aligned tea and a detailed  game plan to get your ABM program moving in the right direction. The playbook includes:

  • Goals
  • Target Account Plan, ICPs and Personas
  • Engagement and content marketing
  • Technology and data selection
  • Sales and marketing process (team alignment)
  • Measurement plan
  • Roadmap including 30/60/90 day plan

This blog post explains the steps in the process in more detail.

Our ABM Process


Set goals

Ideal Customer Profile definition

Persona development

Target list definition

Intent definition

Data sourcing


Strategic framework


Content strategy and planning

Digital strategy and planning

Search audit and strategy

Amplification plan (PR and influencer marketing)


Sales and marketing operating model

Qualification definition

Tactical planning (email, sales aides, webinars, etc)



Testing plan

Implement A/B tests

Identify improvements

Implement improvements

Book a call to discuss your ABM Strategy

Our goal in this session is to get to know you, understand  your challenges and provide immediate suggestions.

In this 30-minute call, we will listen to what you are working on and what's stopping you from achieving your goals.  We will give you objective advice and see if we can help.

Blog Posts on ABM Strategy

ABM Account Selection

In account-based marketing (ABM), account selection is the first step in the ABM process and, in my view, the most important activity. And most companies don’t do it well. In this post, we will explain why ABM Account Selection is so critical to get right, and I will help you develop an account prioritization matrix that works for you.

Check out the ABM 101 Course on the New Buzz B-School

Learn the fundamentals of ABM, challenges with current B2B marketing environment, what ABM is, why it matters and get to grips with the 7 basic principles of ABM.

Why an Obsession with Buying Groups Will Improve Your Marketing

If Accounts are the atomic unit of ABM, then buying groups are the protons and electrons. In B2B and especially in ABM, Buying Groups, Buyer Groups, Buyer Collectives, Buyer Circles – whatever you choose to call them – are a fundamental concept. And it’s one we obsess over. In this post, we will dive into buying groups: What they are and why a better understanding will change how you market.