Account-based marketing is a strategic approach to marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one. Through a close alignment between sales and marketing we focus on target accounts that fit our ICP or ideal customer profile. At GitLab, we are at the beginning of our account based marketing efforts and in the process of defining our ICP and aligning our target accounts based on those criteria.
Account based marketing sits next to field marketing and is similarly aligned to sales. Account based marketing looks at an account or target account as a market of one, versus marketing to the total addressable market. This type of marketing is executed by the accoutn based team where as field marketing etc is focused on lead gen and accoutn centric marketing.
An ideal customer profile is the description of our "perfect" customer company (not individual or end user). The profile will take into consideration firmographic, environmental and additional factors to develop what our ICP looks like. The account based marketing team is responsible for the management of this project and is working with a tiger team across the greater organization. We have engaged TOPO to assist with this process, and you can follow along in the ICP Epic
Account Based Marketing Manager
Sr. Marketing Program Manager
Digital Marketing Manager
Demandbase Targeting and personalization platform which we use to target online ads to companies that fit our ICP and tiered account criteria.
TOPO Research and advisory firm used by companies to develop and orchestrate their account based strategy. We will be following their model for developing our ideal customer profile (ICP) and account based orchestration plays. TOPO research we are using
The ABM team works from issues and issue boards. If you are needing our assistance with any project, please open an issue and use the ~Account Based Marketing label anywhere within the GitLab repo.
Labels used by the team:
Account Based Marketing: pulls the issue into the board, and is used to put an issue on the team's radar
ABM FYI: used to put something on the account based marketing team's radar, however they are not the DRI not is any action needed at this time (example: and account centric campaign being run by field marketing)
ABM Campaign: Used to identify account based marketing campaigns
ABM::plan: work or campaign that has been proposed and is awaiting evaluation form the team. This includes additional being added to our ABM strategy and campaign proposals
ABM::design: work or campaign that has been accepted by the ABM team and is being flushed out before starting the execution work
ABM::wip: issues that are currently being worked on by the ABM team
ABM::blocked: issues/work that is currently blocked. The team may be waiting in additional information or could be plannign to execute but at a later date due to other circumstances
ABM 30 day,
ABM 60 day, &
ABM 90 day: labels used to track our initial rollout of our ABM program. These labels are used by the internal team only, but our board is organized so that other can follow along
Total addressable Market (TAM)- Also called total available market, total addressable market references the revenue opportunity available for a product or service. TAM helps to prioritize business opportunities by serving as a quick metric of the underlying potential of a given opportunity
Ideal customer profile (ICP)- Ideal customer profile is a description of a company who is the best fit for our solution. This can include firmographics, environmental and behavioral characteristics. We use this profile to align our account based marketing efforts
Target accounts- Accounts that fit our ideal customer profile that we will focus our account base strategy on. Target accounts are simply accounts that we would like to make customers
Tiered Accounts- Our account based strategy will include tiering our target accounts based on the following tiers:
Tier 1- 1:1 strategy or accounts that match 100% of our ICP criteria and have a marketing plan customized to their organization
Tier 2- 1:few or accounts that match most, but not all, of our ICP criteria. These accounts will have a marketing plan based on firmographic or environmental behavior, but based on “like” targets i.e. not customized on a 1:1 basis
Tier 3- 1:many or the remainder of our target accounts that we are marketing to but without the resources and customization of higher tiers.