{"id":5482,"date":"2025-04-29T08:23:47","date_gmt":"2025-04-29T06:23:47","guid":{"rendered":"https:\/\/merlinleonard.com\/en\/?page_id=5482"},"modified":"2025-10-16T16:24:40","modified_gmt":"2025-10-16T14:24:40","slug":"account-based-gtm-strategy","status":"publish","type":"page","link":"https:\/\/merlinleonard.com\/en\/nos-expertises\/vision-and-strategy\/account-based-gtm-strategy\/","title":{"rendered":"Account-Based GTM strategy"},"content":{"rendered":"","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":5916,"parent":5451,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"tpl-offer.php","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Account-Based GTM strategy","_yoast_wpseo_linkdex":62,"_yoast_wpseo_content_score":90,"inline_featured_image":false,"footnotes":""},"class_list":["post-5482","page","type-page","status-publish","has-post-thumbnail","hentry"],"acf":{"offer_modules":[{"acf_fc_layout":"offer_header","offer_header_title":"<h1>Account-Based Strategy GTM<\/h1>","offer_header_p":"Stop wasting time on unqualified leads. Focus your efforts on the accounts that really matter, and generate measurable business impact with an Account-Based GTM strategy aligned with your objectives.","offer_header_boxed_p":"Align marketing and sales with strategic accounts","offer_header_boxed_color":"--color-yellow-ml","offer_header_img":5916,"offer_header_video":"","offer_header_toggle_form":{"title":"Let\u2019s discuss GTM account-based strategy","url":"https:\/\/merlinleonard.com\/en\/contact\/lets-discuss-gtm-account-based-strategy\/","target":"_blank"},"offer_header_toggle_form_cta_opener":""},{"acf_fc_layout":"offer_challenges","offer_challenges_background":"--color-grey-ml","offer_challenges_items_background":"--color-white-ml","offer_challenges_padding_top":50,"offer_challenges_padding_bottom":50,"offer_challenges_head_align":"center","offer_challenges_title":"<h2>Why adopt an Account-Based GTM strategy?<\/h2>","offer_challenges_p":"<p>Your campaigns are generating leads, but your salespeople aren't capitalizing on them?<\/p>","offer_challenges_items":[{"offer_challenges_item_image":5685,"offer_challenges_item_title":"<h3>Your marketing and sales teams don't always work together effectively<\/h3>","offer_challenges_item_p":""},{"offer_challenges_item_image":5686,"offer_challenges_item_title":"<h3>You are spending significant budgets to reach too broad an audience.<\/h3>","offer_challenges_item_p":""},{"offer_challenges_item_image":5687,"offer_challenges_item_title":"<h3>The leads generated are not sufficiently qualified or convert poorly.<\/h3>","offer_challenges_item_p":""},{"offer_challenges_item_image":5688,"offer_challenges_item_title":"<h3>Your sales pipeline lacks visibility on strategic accounts<\/h3>","offer_challenges_item_p":""}]},{"acf_fc_layout":"offer_prlx","offer_prlx_background":5672,"offer_prlx_title":"<h2>\ud83d\udc49 Solution: Account-Based GTM...<\/h2>","offer_prlx_p":"<p style=\"text-align:center;\">...orchestrates targeted, personalized campaigns on the right accounts, in perfect coordination with sales<\/p>.","offer_prlx_cta":"","offer_prlx_height":60,"offer_prlx_wrapperwidth":640},{"acf_fc_layout":"offer_col_cta_toggle","offer_col_cta_toggle_background":"--color-grey-ml","offer_col_cta_toggle_title":"<h2 style=\"text-align:center;\">Our 8-step methodology for high-performance Account-Based GTM<\/h2>","offer_col_cta_toggle_p":"<p  style=\"text-align:center;\">\ud83d\udcac Align your teams, target better, and build a strategy that finally generates business.<\/p>","offer_col_cta_toggle_form":""},{"acf_fc_layout":"offer_2colmedia","offer_2colmedia_background":"--color-grey-ml","offer_2colmedia_head_align":"center","offer_2colmedia_direction":"ltr","offer_2colmedia_media_width":"40%","offer_2colmedia_pbottom":false,"offer_2colmedia_title":"<h2>1\ufe0f\u20e3 Define your business objectives \ud83c\udfaf<\/h2>","offer_2colmedia_p":"<p>Objective: lay the foundations for a coherent Account-Based GTM strategy, aligned with business priorities.<\/p>","offer_2colmedia_img1":5921,"offer_2colmedia_vid1":"","offer_2colmedia_text1":"<h4>What we do for you:<\/h4>\r\n<p><ul>\r\n<li>Train your teams on what ABM strategy is, 1:1, 1:Few, 1:Many deployments and what they entail<\/li>\r\n<li>Identify your acquisition, expansion or loyalty challenges<\/li>\r\n<li>Define business-oriented KPIs (pipeline, revenue, conversions)<\/li>\r\n<li>Align marketing, sales and top management on the same compass<\/li>\r\n<\/ul>\r\n\ud83e\uddd9<i>\"Not even Merlin draws a circle without knowing its center.\"<\/i>\r\n<\/p>\r\n<p style=\"text-align:center;\">\r\n<a href=\"https:\/\/merlinleonard.com\/en\/contact\/lets-discuss-gtm-account-based-strategy\/\" class=\"button\">\ud83d\udcc5 Let's discuss your ABM goals together<\/a>\r\n<\/p>"},{"acf_fc_layout":"offer_2colmedia","offer_2colmedia_background":"--color-white-ml","offer_2colmedia_head_align":"center","offer_2colmedia_direction":"rtl","offer_2colmedia_media_width":"40%","offer_2colmedia_pbottom":false,"offer_2colmedia_title":"<h2>2\ufe0f\u20e3 Identify the right accounts \ud83c\udff0<\/h2>","offer_2colmedia_p":"<p>Objective: Focus your resources on accounts with the highest potential.<\/p>","offer_2colmedia_img1":5920,"offer_2colmedia_vid1":"","offer_2colmedia_text1":"<h4>What we do for you:<\/h4>\r\n<p><ul>\r\n<li>Analysis of your current customer accounts and definition of your Ideal Customer Profile (ICP)<\/li>\r\n<li>Segmentation into Tiers 1, 2 and 3<\/li>\r\n<li>Mapping your Buying Groups<\/li>\r\n<\/ul>\r\n\ud83d\udc68\u200d\ud83c\udfa8<i>\"Better aim right than aim wide.\" - Leonard, probably.<\/i>\r\n<\/p>\r\n<p style=\"text-align:center;\">\r\n<a href=\"https:\/\/merlinleonard.com\/en\/contact\/lets-discuss-gtm-account-based-strategy\/\" class=\"button\">\ud83d\udcc5 Let's identify your target accounts together<\/a>\r\n<\/p>"},{"acf_fc_layout":"offer_2colmedia","offer_2colmedia_background":"--color-grey-ml","offer_2colmedia_head_align":"center","offer_2colmedia_direction":"ltr","offer_2colmedia_media_width":"40%","offer_2colmedia_pbottom":false,"offer_2colmedia_title":"<h2>3\ufe0f\u20e3 Align marketing and sales \ud83e\udd1d<\/h2>","offer_2colmedia_p":"<p>Objective: Create a united team, focused on the same accounts and the same results.<\/p>","offer_2colmedia_img1":5922,"offer_2colmedia_vid1":"","offer_2colmedia_text1":"<h4>What we do for you:<\/h4>\r\n<p><ul>\r\n<li>Formalization of a clear SLA<\/li>\r\n<li>Defining everyone's roles (marketing, SDR, sales, CS) aligned with the Account Journey<\/li>\r\n<li>Implementation of alignment rituals<\/li>\r\n<\/ul>\r\n\u2694\ufe0f<i>\"An army of knights without a round table is a disorganized army.\"<\/i>\r\n<\/p>\r\n<p style=\"text-align:center;\">\r\n<a href=\"https:\/\/merlinleonard.com\/en\/contact\/lets-discuss-gtm-account-based-strategy\/\" class=\"button\">\ud83d\udcc5 Let's align your marketing and sales teams<\/a>\r\n<\/p>"},{"acf_fc_layout":"offer_2colmedia","offer_2colmedia_background":"--color-white-ml","offer_2colmedia_head_align":"center","offer_2colmedia_direction":"rtl","offer_2colmedia_media_width":"40%","offer_2colmedia_pbottom":false,"offer_2colmedia_title":"<h2>4\ufe0f\u20e3 Designing personalized journeys \ud83d\udce2<\/h2>","offer_2colmedia_p":"<p>Objective: Engage your target accounts with relevant, synchronized content.<\/p>","offer_2colmedia_img1":5919,"offer_2colmedia_vid1":"","offer_2colmedia_text1":"<h4>What we do for you:<\/h4>\r\n<p><ul>\r\n<li>Analysis of existing content and campaigns. Identification of quick wins<\/li>\r\n<li>Defining custom content to be created according to account maturity<\/li>\r\n<li>Choosing the right channels (email, social, display, events...)<\/li>\r\n<li>Synchronization of marketing and sales sequences<\/li>\r\n<\/ul>\r\n\ud83e\ude84\ufe0f<i>\"An effective spell adapts to the recipient.\"<\/i>\r\n<\/p>\r\n<p style=\"text-align:center;\">\r\n<a href=\"https:\/\/merlinleonard.com\/en\/contact\/lets-discuss-gtm-account-based-strategy\/\" class=\"button\">\ud83d\udcc5 Let's personalize the customer journey<\/a>\r\n<\/p>"},{"acf_fc_layout":"offer_2colmedia","offer_2colmedia_background":"--color-grey-ml","offer_2colmedia_head_align":"center","offer_2colmedia_direction":"ltr","offer_2colmedia_media_width":"40%","offer_2colmedia_pbottom":false,"offer_2colmedia_title":"<h2>5\ufe0f\u20e3 Orchestrating campaigns \ud83d\ude80<\/h2>","offer_2colmedia_p":"<p>Objective: Activate your accounts on the right channels, at the right time.<\/p>","offer_2colmedia_img1":5926,"offer_2colmedia_vid1":"","offer_2colmedia_text1":"<h4>What we do for you:<\/h4>\r\n<p><ul>\r\n<li>Implementation of ABA campaigns (Demandbase, LinkedIn...)<\/li>\r\n<li>Orchestration of marketing actions & SDR<\/li>\r\n<li>Coordinated follow-up and reminders via CRM\/MA<\/li>\r\n<\/ul>\r\n\ud83d\udc8c<i>\"A poorly launched message will never reach its target.\"<\/i>\r\n<\/p>\r\n<p style=\"text-align:center;\">\r\n<a href=\"https:\/\/merlinleonard.com\/en\/contact\/lets-discuss-gtm-account-based-strategy\/\" class=\"button\">\ud83d\udcc5 Let's orchestrate your ABM campaigns<\/a>\r\n<\/p>"},{"acf_fc_layout":"offer_2colmedia","offer_2colmedia_background":"--color-white-ml","offer_2colmedia_head_align":"center","offer_2colmedia_direction":"rtl","offer_2colmedia_media_width":"40%","offer_2colmedia_pbottom":false,"offer_2colmedia_title":"<h2>6\ufe0f\u20e3 Leveraging intention signals \ud83d\udd25<\/h2>","offer_2colmedia_p":"<p>Objective: Prioritize accounts truly ready for action.<\/p>","offer_2colmedia_img1":5925,"offer_2colmedia_vid1":"","offer_2colmedia_text1":"<h4>What we do for you:<\/h4>\r\n<p><ul>\r\n<li>Analysis of engagement signals (web, ad, email, content)<\/li>\r\n<li>Application of the FIRE model (Fit, Intent, Relationship, Engagement)<\/li>\r\n<li>Identification and sharing of \"hot accounts\" with teams<\/li>\r\n<\/ul>\r\n\ud83d\udea5<i>\"All the signals are there, you just have to know how to read them.\"<\/i>\r\n<\/p>\r\n<p style=\"text-align:center;\">\r\n<a href=\"https:\/\/merlinleonard.com\/contact\/discutons-strategie-gtm-basee-sur-les-comptes\/\" class=\"button\">\ud83d\udcc5 Tell us about your intent signals<\/a>\r\n<\/p>"},{"acf_fc_layout":"offer_2colmedia","offer_2colmedia_background":"--color-grey-ml","offer_2colmedia_head_align":"center","offer_2colmedia_direction":"ltr","offer_2colmedia_media_width":"40%","offer_2colmedia_pbottom":false,"offer_2colmedia_title":"<h2>7\ufe0f\u20e3 Measure & adjust \ud83d\udcca<\/h2>","offer_2colmedia_p":"<p>Objective: Drive your ABM strategy with business data, not vanity metrics.<\/p>","offer_2colmedia_img1":5924,"offer_2colmedia_vid1":"","offer_2colmedia_text1":"<h4>What we do for you:<\/h4>\r\n<p><ul>\r\n<li>Monitoring pipeline, revenue, conversion rate KPIs<\/li>\r\n<li>Marketing & sales performance measurement<\/li>\r\n<li>Continuous optimization of campaigns and targets<\/li>\r\n<\/ul>\r\n\ud83d\udcc8<i>\"What can't be measured... ends up in the dungeon.\"<\/i>\r\n<\/p>\r\n<p style=\"text-align:center;\">\r\n<a href=https:\/\/merlinleonard.com\/contact\/discutons-strategie-gtm-basee-sur-les-comptes\/\" class=\"button\">\ud83d\udcc5 Tell us about your intention signals<\/a>\r\n<\/p>"},{"acf_fc_layout":"offer_2colmedia","offer_2colmedia_background":"--color-white-ml","offer_2colmedia_head_align":"center","offer_2colmedia_direction":"rtl","offer_2colmedia_media_width":"40%","offer_2colmedia_pbottom":false,"offer_2colmedia_title":"<h2>8\ufe0f\u20e3 Scale the strategy \ud83c\udfc6<\/h2>","offer_2colmedia_p":"<p>Objective: Industrialize what works and extend your success to other accounts.<\/p>","offer_2colmedia_img1":5923,"offer_2colmedia_vid1":"","offer_2colmedia_text1":"<h4>What we do for you:<\/h4>\r\n<p><ul>\r\n<li>Implementation of a duplicable framework<\/li>\r\n<li>Tool\/process integration to automate<\/li>\r\n<li>Progressive extension to new accounts or regions<\/li>\r\n<\/ul>\r\n\ud83c\udf0e<i>\"What works for a village, can work for an entire kingdom.\"<\/i>\r\n<\/p>\r\n<p style=\"text-align:center;\">\r\n<a href=\"https:\/\/merlinleonard.com\/contact\/discutons-strategie-gtm-basee-sur-les-comptes\/\" class=\"button\">\ud83d\udcc5 Industrialize your ABM strategy with us<\/a>\r\n<\/p>"},{"acf_fc_layout":"offer_challenges","offer_challenges_background":"--color-yellow-ml","offer_challenges_items_background":"--color-white-ml","offer_challenges_padding_top":50,"offer_challenges_padding_bottom":50,"offer_challenges_head_align":"center","offer_challenges_title":"<h2>\ud83e\uddd9\u200d\u2642\ufe0f Why choose Merlin\/Leonard?<\/h2>","offer_challenges_p":"<p>At Merlin\/Leonard, we don't do things for you. We work with you to structure and upskill your teams and activate more aligned, more strategic, more sustainable B2B marketing.<\/p>","offer_challenges_items":[{"offer_challenges_item_image":5704,"offer_challenges_item_title":"<h3>\ud83e\udde0 A desire to pass on, train and empower your teams<\/h3>","offer_challenges_item_p":""},{"offer_challenges_item_image":5703,"offer_challenges_item_title":"<h3>\ud83e\uddf1 Proven methodologies, adaptable to your maturity level<\/h3>","offer_challenges_item_p":""},{"offer_challenges_item_image":5702,"offer_challenges_item_title":"<h3>\ud83e\udd1d A tightly-knit team, available and really listening<\/h3>.","offer_challenges_item_p":""},{"offer_challenges_item_image":5701,"offer_challenges_item_title":"<h3>\ud83d\udd0e Recognized expertise in key tools: Marketo, Demandbase, CRM<\/h3>","offer_challenges_item_p":""}]},{"acf_fc_layout":"offer_qa","offer_qa_background":"--color-grey-ml","offer_qa_head_align":"center","offer_qa_title":"<h2>Frequently asked questions<\/h2>","offer_qa_p":"","offer_qa_qas":[{"offer_qa_q":"What's the difference between Account-Based Marketing (ABM) and Account-Based GTM?","offer_qa_a":"ABM focuses on targeted marketing campaigns, while Account-Based GTM also integrates sales and customer experience for a more comprehensive approach."},{"offer_qa_q":"How long does it take to see results?","offer_qa_a":"Generally speaking, the first signs of impact appear within 3 to 6 months, but a well-executed GTM strategy generates a sustainable ROI over the long term."},{"offer_qa_q":"What tools are needed to implement an Account-Based GTM strategy?","offer_qa_a":"Solutions such as Demandbase, 6sense, Marketo, Salesforce and HubSpot can be used, but strategy always takes precedence over technology."}]}],"agenda_shortcode":"","ressources_video":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.1 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Account-Based GTM strategy - Merlin\/Leonard<\/title>\n<meta name=\"description\" content=\"Optimize your B2B strategy with Account-Based GTM. 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