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Acount Based Marketing
Account-Based Marketing (ABM) is a strategic approach in B2B marketing where sales and marketing teams collaborate to target and convert high-potential accounts. ABM involves identifying ideal customers, expanding contact networks, and engaging with personalized content, ultimately leading to enhanced customer experiences and shorter sales cycles. The approach emphasizes continuous measurement to refine strategies and boost customer advocacy.
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Acount Based Marketing
- 1. Account Based Marketing (ABM) Afocused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers.
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- 4. Great Tightly Aligned Salesand Marketing Teams More Efficient Use of Marketing Budget Measurable impact on revenue Better Customer ExperienceShorter Sales Cycles ADVANTAGES
- 5. IT’S ALL SOUNDSPRETTY COOL... BUT HOW? ABM Identify Expand Engage Advocate
- 6. Identify Conduct a researchwith marketing and sales teams Select and prioritize target accounts Create a list of ideal customer profiles Set goals & objectives
- 7. Expand Add more contactsto target accounts Create professional and personalized content to drive engagement Collect and retrieve contact information CRM Data enrichment Choose technology and messaging
- 8. Engage Engagement on socialmedia Paid advertising to reach contacts at target accounts Use direct mail Marketing automation to deliver personalized ads Measure engagement with content
- 9. Advocate Use current customersto boost word of mouth Define customers as target accounts Repeat the ABM process on customers and turn them into advocates of your brand
- 10. And most importantly…Measure. Constant measurement gives sales important insights about specific problems, how many engagements were made and allows us to improve our marketing campaigns.
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