Account Based Marketing Programs

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This ABM base serves as both a content library and an integrated campaigns tracker. All the tabs in the base are interconnected, linking audiences to their corresponding content and campaigns. This allows marketing teams to quickly learn how different pieces tie together into a a single marketing plan.

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How to use this base

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Lay the foundation

  • Start with the Account Segments tab, add each account segment with their corresponding industries and links to the accounts lists in your CRM system.
  • Personas tab - define the personas for each of your account segments.

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Plan your campaigns

  • Content Library tab - this is where you'll add your ebooks, worksheets and any other content that you would like to offer to your target audience segments.
  • Campaigns tab - Add your campaigns and select the audience you'd like to target, source, medium, start date and end date.
  • Ad Sets - Enter ads for each of your campaigns, and select the supporting collateral from the content library. The utm parameters will be generated automatically.

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Summary tabs

  • The Content Theme Summary and Paid Channels Summary tabs are there to give you an instant view of what campaigns are running on each channel and what content is included in each overarching messaging theme.

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If you have Airtable Pro or you just signed up for a free trial, you will be able to see the Timeline and the Matrix visualization blocks.

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Updated January 29, 2019 at 12:49 AM
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Laura Manole

Marketer, strategist, data enthusiast. https://www.linkedin.com/in/lauramanole/
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