Account based marketing
(ABM) is a marketing approach mostly adopted by b2b marketers. It is a
personalized marketing approach. It could be defined as
“The selling of some certain products to some limited people is called account based marketing”
In account based marketing, you target limited and particular
accounts. You don’t aim to get exposure to maximum people. You focus,
concentrate and work for very few accounts.
Why Account Based Marketing?
B2b companies mostly go for
account based marketing where you collaborate with large but limited
accounts. Account based marketing is preferred over other marketing
approaches by b2b marketers because it offers the following benefits.
Stats show that ROI for account based marketing is
better than any other marketing strategy for b2b marketing. As your
targets are not many accounts, you send personalized messages rather
than general messages to the targeted audience instead of random
audience so this result in higher return on investment.
In account based marketing, your focus are limited
accounts. The chances of wastage of time and resources is comparatively
lesser than other marketing tactics. In account based marketing, you
pick highly trusted accounts so the chances of spam and fraud are also
Time has proved that people love personalized
messages. The reason behind the success of email marketing is also
personalization. General messages don’t leave that good impact which
personalized messages do. As in b2b account based marketing your
targeted audience is limited so the research work becomes easy and the
results are desired.
In account based marketing, your concentration and
focus is not distributed between so many accounts. You get time to
completely focus on your limited accounts. You could carry thorough
analysis more frequently. The individual attention to all accounts help
in developing more better strategies and the achievement of goals
Techniques for Account Based Marketing
In account based marketing, your targets are different organizations, not an individual so you have to work differently for it. Here are some account based marketing ideas which will help you.
Selection of Appropriate Account
This lays the foundation
of your ABM campaign. Carry both qualitative and quantitative research
to choose the best accounts to work with. And for this, you need to know
your skills and goals. Select the accounts which have the maximum
attributes according to your demands. If you have done a mistake in this
step and fail to choose the appropriate account then you are going to
face so many troubles in the future. Account based marketing case study
helps you in better selection.
Gathering Information of Selected Accounts
Now once you
have targeted the accounts the next step is to get maximum knowledge
about them. And for this, your CRM team has to carry thorough research.
You can also communicate with people who have contacted them before,
this will give you more authentic information. Getting knowledge about
them will allow you to present yourself to them according to their
required criteria. Account based marketing companies have been built to
ease your work.
Now the time has arrived to directly
contact that organization. Create content which reflects that how well
you understand their business. Convince them that you will prove the
best option to solve their problems. A strong content can impress them
and weak content can destroy your image so you need to remain careful
Selection of Right Channel
There is no use of the amazing
content if it does not reach your target. Choose the medium which is
more frequently used by these stakeholders. Choosing the right medium to
communicate is an important account based marketing strategy.
Increase in online transactions
Increase in organic traffic
Increase in mobile traffic
Our Execution of Account Based Marketing
Here are some account based marketing best practices. We follow these steps for ABM.
Our team will collaborate with your
team to gather the data of different buyers. We will research and
analyze complete client history. We will shortlist those accounts that
suit best to your services. Knowing your strengths and skills we will
help you target the most appropriate accounts.
Collection of Information
Making the use of artificial
intelligence and other account based marketing software we carry out
thorough research to know the interests and priorities of clients. This
helps in offering the required and desired services. Relevant messaging
which contains the solutions to the client’s problem will compel them to
collaborate with you. We as an account based marketing agency help you
in collecting relevant data.
Once you have targeted the right
audience now you need to win their trust. You need to build a strong
customer client relationship with them. This requires time, skills and
consistency. Our team executives run lead nurturing campaigns through
different platforms to increase your credibility.
After creating SEO optimized content still, your
job is not done. You have to search and choose the best platform for
its publication. The platform which has the maximum chance to drive your
desired audience. We do this job for you. Other than sending
personalized messages we try to promote you on platforms that are widely
used by your desired audience.
People are attracted by those
who present themselves in the best manner. In business marketing, you
must hold a strong communicating skill. We help you to get in touch with
your audience in an impressive manner. According to the nature of your
business we target the desired audience, choose the most appropriate
platform for communication and develop appealing content to attract the
audience. We ensure to deliver what you want.
Account based marketing is a time consuming
process. You don’t get spontaneous results. You have to remain patient
and consistent. But once you seek their attention now you can turn them
into long-term partners. Understand and solve their problems with
dedication. Provide them with solutions that work for them. Reach their
satisfaction level. We help you do all this. Our consultants, analysts,
and strategists provide the best guidelines to get success. Account
based marketing tools also help in knowing the estimate of success.
Our team comprise of certified and trained experts. We have a vast
experience in dealing with b2b customers. We understand the challenges
of different industries and come up with the best marketing sol
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