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Account-Based Marketing.

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A well-executed Account-Based Marketing strategy can help generate leads and open the door to key target accounts that fit your company’s ideal customer profile. By combining strategy, marketing, sales development, and technology, Concept helps clients design, implement, and execute all aspects of account-based marketing strategies.

What is Account-Based Marketing

When it comes to business-to-business (B2B) marketing, account-based marketing (ABM) is an alternative B2B strategy that focuses on sales and marketing efforts on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.

Companies seeking to acquire targeted high-value customers often find that an ABM strategy is more effective than taking a broad-reaching approach to their sales and marketing efforts.

When to Leverage Account-Based Marketing.

Account-based marketing shouldn’t take the place of other marketing efforts, but rather to help supplement your larger strategy.

ABM is traditionally utilized most when trying to reach multiple buyers at the same company. This can be a result of multiple divisions, departments, locations, etc.

Benefits of Account-Based Marketing.

When evaluating if an Account-Based Marketing strategy is right for you, consider the following benefits:

  • It’s Personalized and Focused.
    Account-based marketing strategies require personalizing messaging and communications to specific accounts so that your campaigns are hyper-focused with these target audiences. Targeted customers are more likely to engage with content and outreach that is targeted specifically to them. It can be hard for marketing or sales development campaigns designed to target too wide of an audience to make each prospect feel that their individual needs are being met. An ABM strategy is not designed for quantity, but rather for quality. It allows for personalization of all your messaging and content to a select targeted group of people.
  • Quantification and Clear Attribution
    Effective ABM drives clear business results. One of the biggest challenges marketing departments face is being able to attribute revenue to certain marketing campaigns. But when you’re marketing to buyers, for a business you already have a relationship with, it’s much easier to attribute your marketing campaigns to the revenue it led to.
  • Optimized Marketing & Sales Development Allocation
    With an ABM strategy being so targeted, it allows marketing and sales development efforts to be focused efficiently and specifically optimized for target accounts.
  • Sales & Marketing Collaboration & Alignment
    Maybe one of the biggest benefits is eliminating the wedge that can often exist between Marketing and Sales. With ABM, both sales and marketing have agreed on the accounts to pursue. Marketing is aware of exactly who to target, and sales get the leads and the foot in the door they hope for.

Steps to a Successful Account-Based Marketing Strategy

  • Identify & Define Target Accounts.
    Develop a list of target accounts. Identifying your target accounts should be done collectively between marketing and sales, since it’ll require data, efforts, and support from both areas. Determining these accounts can be done by using data such as industry, company size, location, annual revenue, etc.
  • Account & Contact Research & Identification.
    Spend time identifying how your target accounts are structured, how decisions are made and who the decision-makers and influencers are. Many of this information can be found using data enhancement tools while other information will need to be gathered through individual research by the Sales Development team.
  • Develop Messaging & Content
    Now that you have the right accounts, intel, and contacts determined, developing an effective message that will speak to that audience is key. Design and develop a clear and compelling message that speaks to significant business challenges these target accounts face. During this step, there will often be collaboration occurring between Sales & Marketing to ensure that the message created speaks to these pain points and the content is of high quality, clear, concise, and speaks to the challenges these target accounts face.
  • Define Best-Fit Outreach Channels
    Communicate with your audience on all the channels they leverage, including phone, web, mobile, and email. Consider which channels will be more effective for specific roles or industries you might be targeting. Even with the best content and message, it won’t be very effective if you don’t use the right channels
  • Campaign Launch & Execution
    It’s critical to ensure that Sales and Marketing are aligned for proper execution of an ABM campaign. Ensure that messaging and timing across the various channels are aligned and not sending different signals to the same person within a target account.
  • Measure, Analyze, Tweak, & Optimize
    In an ideal world, all the steps above align in perfect harmony for staggering success. However, with the market and business needs continuously changing it’s vital to always test, measure, and optimize your ABM campaigns to ensure improving results over time. When evaluating ABM Campaign success, take time to evaluate both individual account performance and the efforts in totality to get a more accurate picture.

Looking to Develop an Account-Based Marketing Strategy For Your Organization?

Since 2002, Concept has been helping clients design, implement, and execute all aspects of Account-Based Marketing (ABM) strategies. Let us help support your ABM needs.

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