Developing & Implementing an Account-based Marketing (ABM) Program

I started internally championing ABM at AMN Healthcare in 2022. I thought the strategy behind it would be a good fit for our sales process because our total addressable market, large healthcare systems, is very tightly defined.

I obtained buy-in from leadership and researched ABM strategies, retaining consultant Adam Turinas to gain a “boots-on-the-ground” perspective. I collaborated with our Account Management and Sales teams to identify retention and acquisition targets, then gathered account intelligence. My team of two and I used ZoomInfo for intent data and matched our content to buyer personas, their top pain points, and where they were in their buyer’s journey.

Steps in the process

I’ve learned that ABM is a constant process of iteration and testing. My team and I designed and executed multiple campaigns, touching on key topics such as margin protection and talent cost savings strategies. We tested different advertising mediums, such as targeted display advertising and LinkedIn campaigns.

We have evolved to where we have two levels of activity: our targeted media plan and customized content for 1:1 outreach by the Sales and Account Management teams. The media plan retained LinkedIn campaigns and added some programmatic via a Demandbase test. We also have focused on targeted lead generation for our specific list of accounts with healthcare media and advertising or sponsoring content with professional associations.

Results to date

After running our ABM pilot for less than a year, we have already contributed to closing four clients worth almost $60 million in revenue.