Account based marketing a beginner's guide
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Consumer behaviour has changed so it’s time to change tact in reaching your target audience. Find out how Account Based Marketing (ABM) works...
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Account based marketing a beginner's guide
- 1. Account Based Marketing A Beginner’s Guide
- 2. Let’s get straight in there. What marketing techniques are you using to increase your visits, leads and customers?
- 3. You most likely will have a PPC campaign, email workflows to a large database, broad content to attract more audience etc … Yes?
- 4. That’s fine. It works. But you have to work hard to cut through the noise.
- 5. Personalisation is imperative to digital marketing. Personalised emails improve click through rates by 14% and conversion rates by 10% Source: Aberdeen
- 6. You can access so much data from digital channels to create a personalised experience. Social media Email databases Company profiling
- 7. To name a few.
- 8. And this is what Account Based Marketing is, well... based on.
- 9. So how does ABM work?
- 10. Much like sales does. You target companies. Not markets.
- 11. Furthermore than that, you target the decision maker in the company.
- 12. It’s not rocket science. So here’s 3 ways in which Account Based Marketing is better different from traditional methods.
- 13. Psst, before we reveal all, subscribe to our blog for more expert marketing insight. Don’t be shy. Subscribe to the blog
- 14. It’s that targeted there’s a red laser dot on it.
- 15. Rather than create campaigns that appeal to a market, ABM paves a direct path of communication to the businesses you want to service or sell to.
- 16. But not with any old whitepaper or blog post. When we say your marketing must be personalised, we mean Personalised with a capital P.
- 17. Bespoke direct mail Personalised emails Customised collateral Unique content
- 19. It concentrates on individual accounts, not the industry.
- 20. You’ve decided on the companies to approach, now it’s time to know everything about them. Financial reports Future growth plans Previous marketing campaigns
- 21. Find out as much as you can. (It’s not creepy stalking. We promise you.)
- 22. It brings sales and marketing together in beautiful harmony.
- 23. “Businesses with aligned sales and marketing teams speaking the same language see an increase of 32% annual revenue.” Don’t have aligned teams? Expect to see a 7% decline. Source: Forrester research
- 24. With ABM, your marketing and sales teams have the same goal. Sales conduct the profiling, work out exactly what constitutes a potential customer then marketing can go ahead and, well, market to them. It’s a win win.
- 25. Why does it work?
- 26. ABM has a higher chance of conversion because: ● Every touchpoint is personalised ● The prospects are sales ready ● Sales and marketing are on the same page ● It creates a better user experience
- 27. And one more thing… The majority of B2B organisations that measure the ROI of Account Based Marketing said that it delivers a higher ROI than other marketing strategies. Source: ITSMA survey 2014
- 28. Why wait to start your Account Based Marketing campaign? We’ll give you the insight and advice you need to kickstart ABM. Book a free slot with our growth marketing expert now. There’s nothing to lose, everything to gain. Book a Free Consultation with Joe Book Now