Account-based marketing(ABM) is a calculated B2B marketing approach where in the marketing and sales resources are focused on particular high value accounts rather than on particular individuals. This approach isn’t a new one but it hasn’t been properly utilized in the past due to the lack of optimal resources for its success. With the emergence of technologies like predictive analytics, CRM & Marketing automation, the major tasks of mining potential customer data and personalizing messages for better engagement have been simplified thus, facilitating greater possible adoption of ABM

1. Accuracy of Account Based
Marketing

2. Marketing is as old as civilization itself.
It has altered & changed according to
time & technology. Previously, the idea
of marketing was to cast wide nets to
attract enough fish and to end up with
one or two.

3. But the world has changed
a lot today. Fishes do not ha
ve enough time to jump
around nets. So, a
revolutionary concept came
into existence which
replaced the net with a
spear.

4. Enter Account Based Marketing

5. Developed by ITSMA(Information Technology Services
Marketing Association), Account Based Marketing flips
the traditional marketing funnel on its head.

6. As per ITSMA,
The simplest definition of ABM is “
treating individual accounts as markets in their
own right.”

7. ABM helps you out to laser focus on companies that’s al
ready identified as good fit to buy. In other words, you
will never waste resources filling your funnel with bad le
ads.

8. Benefits of Account Based Marketing
1. Improved Customer Acquisition Process
2. An Opportunity To Get Personal
3. Faster Sales Process
4. Clearer Path To ROI
5. Cost Efficiency
6. Efficient Use Of Marketing Resources
7. Shorter Sales Cycles

9. 8. Sales-Marketing Effort Synchronization
9. Trust-Based Relationships
10. Greater Opportunity To Be The Expert
11. A Way To Stand Out From The Crowd
12. Better Reporting
13. Data-Driven Decisions To Align Sales And M
arketing
14. The Right Target, The Right Leads

10. Considerations to be taken into account to align with o
bjectives.
1.Identifying Target Accounts
2.Developing personas
3.Finding the apt content
4.Integrating ABM into the strategy
5.Measuring & optimizing

11. 1. Identifying Target Accounts
Kind of obvious, right. It’s not possible to do full blown
ABM if you don’t know what accounts targeting is. For
this, you will need to work in close conjunction with
sales. Once you work with sales & build an initial list
lead scoring can be used to stack rank the accounts to
ensure everyone is focused on the ones with the
highest propensity to close.

12. 2. Developing personas
The next step is to map the accounts to buyer personas to
understand which are the right prospects to target.
Marketers need to know what challenges an account
faces as a business, how decisions are made in
organizations & identify who makes those decisions.
This information is crucial for an effective ABM initiative.

13. 3. Finding the apt content
Customers are more likely to engage with content that’s
tailored specifically to them. Since ABM is inherently
designed to be more personalized, the opportunity to
provide prospects from target accounts with content
& messaging that resonates with their business & stage
in the buyer journey.

14. 4. Integrating ABM into the strategy
At the end, you will feel that your target accounts are similar
to other buyers & they are on a multitude of different
channels everyday. To reach them effectively you will need
to execute cross channel campaigns, targeting the right
people on different channels & leveraging the personalized
content you prepared in the earlier step. Never forget that
you’ll need to do this in tight coordination with sales to
understand how each target prospect engage with you.

15. 5. Measuring & optimizing
To continually optimize your campaigns, you’ll have to
measure & analyze your results over time. It’s not just about
one metric but the set of metrics that matters to your busin
ess objectives.

16. Reasons why ABM works
• Personalized communications
• Strong alignment between sales & marketing.
• Efficient & optimized
• Better customer experience
• Defined ROI

17. It’s nothing but natural
evolution from where
we have started.
Marketing has come a
long way from its
traditional approach.
And those who adapt
survive & thrive will win
sales while others
perish.

18. A well planned ABM program will definitely grow your
revenue, but the most encouraging factor is it’s perfect
ability to quantify marketing’s contribution. Your
contribution of effort will be obvious throughout the
entire process.

19. Call us for a quote at 1-800-523-1387
Or
contact us at connect@datacaptive.com