Account-Based Marketing Strategy for brandmed

brandmed was ready to up their outbound game and try Account-Based Marketing. It needed guidance and assistance with identifying and listing target accounts, as well as defining the topics and messages for personalized content offers.

Large pharmaceutical companies in Poland, the United Kingdom, U.S., Scandinavia, Middle East, Switzerland, and the Netherlands. 1000+ employees, with revenue over  500 mln€. Other segments of target accounts (Tiers 2 and 3) include big pharma companies in Germany and France, as well as elsewhere in the world but with a minimum of 1 mln€ in revenue and 250 people on staff.

Although brandmed was doing outreach with cold calls, it needed a framework of building lasting relationships with a group of best-fit accounts. In order to open discussions with decision-makers in marketing units of target companies, we needed to compile a list of companies matching the Ideal Customer Profile, lay out a messaging matrix, and find ways to raise awareness of brandmed among the big pharma companies to start conversations.

We started by identifying target markets and defining ICP that would let us compile a list of target accounts. Then we went on to name the biggest challenges these accounts face and translate them into messages that would resonate with decision-makers from marketing units. Afterward, we worked on the messaging and tailored it in a way that would tackle the needs of target companies. Ultimately, we defined multichannel engagement touchpoints that serve as a basis for an Account-Based Marketing campaign.

Based on the topics & messaging map we outlined, brandmed started producing more content tailored to target accounts. They even hired a marketing professional to pursue clear guidelines for in-house content production. The multichannel engagement touchpoints matrix that we built together with brandmed will serve as the foundation for their first ABM campaign that will be executed in the near future.