Account Based Marketing 101    

Account Based Marketing 101   

 

Imagine a world where you could start the sales process by selling directly to your best-fit, highest-value accounts. No wasted time working to market and sell to unqualified leads who aren’t the right fit for your business. Meaning, you could move straight into the phases of engaging and delighting your target accounts. 

Talk about efficiency, right? 

With account-based marketing, all of this is made possible. The process allows you to align your marketing and sales teams from the outset to promote long-term business growth, enchant customers, and increase revenue. 

Formally, Account-Based Marketing (ABM) is a business marketing strategy that concentrates resources on a set of target accounts within a market. It uses personalized campaigns designed to engage each account, basing the marketing message on the specific attributes and needs of the account. 

Benefits of ABM 

  • Keep Marketing and Sales aligned. 
  • Maximize your business’s relevance among high-value accounts. 
  • Deliver consistent customer experiences. 
  • Measure your return on investment. 
  • Streamline the sales cycle. 
  • Expand business through account relationships 

Where should you start? 

It is necessary to develop your strategy and important processes for content creation and measurement before launching ABM campaigns. The following steps will take you through them: 

  1. Create your target lists: Brands you will target first, industries that will be your top priority 
  2. Develop a cross-department plan: In order to ensure that the marketing and sales teams work together to make your ABM campaigns successful 
  3. Determine your value proposition: How do your products and services uniquely solve your target audience’s challenges? What messaging will you use throughout your campaign? 
  4. Define your metrics:  KPIs, ways to measure the success of your campaigns 
  5. Review your data: Were your campaigns effective? Were they worth your investment in time and resources? 
  6. Refine your list: Which brands do you want to target in your next campaign? 

Over recent years, it’s become abundantly clear that ABM can be a powerful tool for reaching your target audience and moving them along the sales funnel. Now that you know all the basics, you can begin launching your campaigns with ease.