Account Based Marketing (ABM) is trending in the B2B world and for good reason. With ABM, you can start the sales process by selling directly to your business’ best-fit, highest-value accounts. This can save you time and resources by eliminating marketing efforts that are spent on unqualified leads who aren’t the right fit for your business.
Account Based Marketing is a marketing strategy that uses highly targeted, personalized campaigns to win over particular accounts.
In this approach, key business accounts are marketed to directly as an entire market, or units of one, rather than the standard one-to-many approach, which is meant to appeal to an entire market. With ABM, high-value accounts or prospects are identified, key stakeholders in these businesses are targeted, and then marketing strategies are implemented through various channels to appeal to their specific personas and needs.
In other words, ABM is a focused growth strategy in which Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts that hold the greatest potential of adding to your company’s bottom line.
There are numerous benefits to this strategic marketing approach. To name a few:
Not at all! While you may have heard rumors that ABM can only be accomplished by enterprise level B2B organizations, this is just a myth. With the right tools, ABM is both affordable and accessible for small and medium sized businesses.
Since SMBs have more limited resources, it’s essential to make the most out of what they do have. For this very reason, ABM can be an attainable and successful strategy. With ABM, SMBs can focus their efforts and resources to target and convert the opportunities that will provide the biggest ROI.
ABM will only work if your internal teams are aligned. ABM is so successful because your organization creates consistent experiences for your potential customers. Once you get buy-in from your internal team, you can plan your strategy with these steps:
Want to plan your very own ABM strategy? We have all the tools to set you up for success. Contact Us today to get started.