What is Account Based Marketing and how it works?
B2B marketers give high efforts for designing the best marketing campaigns with a hope to impress as many targeted companies as possible. High numbers of B2B marketers have been embracing Account Based Marketing as an essential tech-tool of overall marketing efforts. ABM is an effective alternative for the B2B marketers that allow them to concentrate on the sales and marketing resources with a set of clearly defined targeted accounts within the market. This strategy also effectively helps in employing personalized campaign with each account.
Table of Contents
- 1 What is the reason behind Account Based Marketing growing popularity?
- 2 Key steps that must be followed for account based marketing
What is the reason behind Account Based Marketing growing popularity?
Using ABM the marketers improve the alignment between the sales team and the marketing team. The marketers use ABM work with the sales team and identify the key prospects and accordingly tailor the customized programs and the messages for the buying team with targeted accounts. There are a number of tools and advanced technologies available in the market that have turned ABM practical. With this strategy, the marketers are enabled for delivering the targeted messages having high precision.
Key steps that must be followed for account based marketing
Discovering and defining the high value accounts
Utilizing the data of the firm along with business intelligence one can find the way to prioritize the high-value accounts. Considering the revenue potential along with other strategic factors the average profit margins can easily be increased.
Mapping the accounts and identifying the key internal players
It is essential to identify the structure of the target accounts. It is even essential to identify who the decision makers and the influencers are and how the decisions are taken.
Defining the content and personalizing the message
An ABM strategy is regarded to be effective when it employs valuable contents that address clear as well as significant businesses challenges with targeted account faces. Before employing, it is essential to think how the content and messaging strategies can address the business challenges of target accounts.
Determining the optimal challenges
Communicating with the audiences on different channels is essential. Considering the channels, i.e. web, mobile and email, would turn out to be effective as each of those have specific roles in different industries that are targeted. Thus, considering the things would work effectively.
Executing the targeted and coordinated campaigns
It is indeed critical to coordinate different campaigns across the channels and effectively align the efforts of sales and marketing team ensuring maximum impacts. Advanced technology has enabled the marketers for coordinating and executing the ABM campaigns with higher scale with guarantee on efficiency.
Measuring, learning and optimizing
It is essential to learn measure, test and optimize the ABM marketing campaign. This process would ensure the campaign to be effective and guarantee on improving the results with course of time. For getting the results with high accuracy one must verify the results of individual campaigns and trends at the account levels.
The companies in search of high value customers and intend to acquire them have found that they are being served better with Account Based Marketing strategy. Rather than opting for a broad-reaching approach for sales and different marketing efforts, ABM strategy is embraced highly.