What is Account Based Marketing?
Account Based Marketing (ABM) is a marketing strategy that aims to define target accounts and, in this way, personalize your campaign according to the account you intend to win.
Furthermore, it is known as Account Based Marketing.
Many companies use generating the largest possible volume of leads as a strategy to win new customers through Digital Marketing.
And there’s nothing wrong with that.
However, it is possible to be much more assertive in your prospecting and new customer acquisition strategy:
That’s where Account Based Marketing comes in.
Account Based Marketing
Account-Based Marketing is a strategic way of speaking to exactly the most important companies (accounts) for your Business in a personalized way.
In other words, instead jordan phone number list of sending the same email to 1,000 people or creating a campaign to reach 100,000 people, you talk to 10 or 20 companies.
However, the right companies and exclusively.
This is the difference between ABM and any other marketing strategy, be it Inbound Marketing or Outbound Marketing.
Your team dedicates itself and spends energy on those who really matter to the Business.
According to data provided by Hubspot and published by Inc Magazine , only 2% of leads generated become customers.
By betting on the Account Based Marketing strategy, the result is much more assertive.
What is the difference between Account Based Marketing and
Lead Generation?
In Lead Generation in the “more traditional” way, the strategy is to approach all the people should business owners invest in real estate? who are interested in your product or service .
Potential customers or those who are already after your business.
In Digital, this can be done through advertisements (Sponsored Links), SEO ( Search Engine Optimization ) or Social Media .
In offline marketing, it can be through billboards, advertisements in magazines and newspapers, television campaigns, pamphlets, etc.
What happens after capturing the lead is that the marketing team maintains an ongoing relationship with the lead.
And then direct the most chine directory qualified leads to the sales team to convert them into customers.
In this case, the sales and marketing teams need to be well aligned.
Whether it’s the ideal lead profile, quality (lead score) and, most importantly, having clear communication.
However, in most cases, this strategy requires a lot of effort and great harmony.
Leads generated by Marketing need to be qualified and compatible with the sales team’s objective.
The sales team needs to have patience and dedication to work on the leads generated until they are able to convert them.
In practice, this does not always happen.
The marketing team is dedicated to generating a large volume of leads and ends up not following the entire process of transforming leads into customers.
On the other hand, the sales team does not consider these leads qualified enough to approach them and convert them into customers.
In this case, two points must be considered:
Is this strategy effective for all types of businesses and, most importantly, for all types of customers?
Is your company’s main objective to acquire 100 new customers or to acquire the 20 biggest and most important prospects for your business?
Why should I apply Account Based Marketing in my company?
Increased ROI
By directing your strategy towards the companies that are most important to your business, your ROI will also be greater.
Greater use of resources
Your team is dedicated to closing the biggest accounts and focuses on what really matters.
Alignment between the Sales and Marketing teams
For the strategy to have a positive return, the Sales and Marketing teams will need to be perfectly aligned.
Highest conversion rate
Your team focuses on the most relevant companies and, consequently, achieves a higher conversion rate.
Want to know more about how Account Based Marketing works in practice and how this strategy can increase your company’s ROI?
Contact one of our experts and schedule a conversation of up to 30 minutes here.
Account Based Marketing (ABM): Where to start?
If you believe that Account Based Marketing is the right strategy for your company, here is a step-by-step guide to putting it into practice:
Define your target accounts
More than a dream, it is important to bring your target account to reality.
Who is your ideal client? What are your success stories ? In what industry or segment do you achieve the best results?
These are questions that help you reach a conclusion.
Identify key people within that account
Map out who is the target of your action, that is, who are the decision makers (e.g. Financial Director), the influencers (e.g. manager or analyst) and others who are involved in the area you need to reach.
Targeted content planning for this account
As is the precept of Account-Based Marketing, messages are personalized and targeted at each of the stakeholders of each company.
In other words, it is necessary to structure the content that will be delivered very well so that the strategy has results.
Determine the channels that will be used
When we talk about Digital Marketing, there are many advertising channels and ways to reach users.
Now is the time to consolidate and define where and how your online approach will take place.
Execute the actions of the campaign(s)
After developing the strategy and planning the actions, it is time to put everything that was defined into practice.
Campaigns, materials and content… This is the operational part of Account Based Marketing.
Analyze and measure results
As with any Sales and Marketing strategy, perhaps the most important step is measuring results and evaluating ROI.
This is where it will be assessed whether the entire strategy and planning worked in practice.
Define and implement improvements
Lastly, and equally important to analyzing the results, is to implement improvements in your Account Based Marketing strategy.
Only then will you guarantee success and that the expected results will actually be obtained.