By b2b lead generation, B2B Marketing, abm
In 2021 marketing teams did anything to capture and retain the customer's attention. Because of this, Account-Based Marketing took the center of the stage, and in this article, we will consider:
- What is Account-Based Marketing, and Why does it matter?
- How to establish an Account-Based Marketing Strategy?
- 3 Account-Based Marketing Key Benefits
What is Account-Based Marketing?
Account-Based Marketing it's a growth strategy that merges the marketing department with the sales teams to create a personalized buying experience for a set of high-value companies that want to focus on the highest possible ROI.
ABM's primary mission is building and nourishing customer relationships, contributing to long-term account growth.
Compared to the traditional B2B initiative, ABM is focused and personalized to reach the key accounts and generate ROI effectively. A Research Report made by ITSMA and ABM Leadership Alliance relates that 76% of B2B companies saw higher ROI with ABM than any other marketing strategy.
By its nature, it helps businesses to work and communicate highly efficiently. Along with tailored fit customer journeys, we can see a boost in ROI and customer loyalty, making companies more customer-centric.
Content Marketing is not a new concept, and we can fairly admit that we saw more significant demand in recent years due to marketing budget cuts and a shift in client channel choices. ABM is a time and cost-efficient marketing tool that allows you to focus on your resources, run promotional campaigns optimized for specific targeted accounts and generate revenue from them.
The companies considering ABM are selling high-value B2B products or services that have a multi-person buying committee and need personalized content. We achieve this through different communication channels, such as:
- Product and brand websites or landing pages
- Social media networks
- Paid media campaigns and content syndication
- Segmented email campaigns
- Events, partnerships, or sponsorships
- E-commerce
How to establish an Account-Based Marketing Automation Strategy?
Before creating and implementing the strategy, we need to ensure that the sales and marketing team identifies vital accounts to target and nurture, planning the pipeline strategy, and fortifying the tech stack.
The most important step that an enterprise can make is to strategically select accounts to target and nurture through customized engagement and support. Understand from the internal organization what their added values are and what they can offer to the market as differentiation. Alongside a value proposition, evaluate what business objectives and values these target accounts tend to share, as well as what significant steps in their buying journey precede purchase.
The account-based marketing strategy is very different from traditional lead generation. Instead, marketers and sales must work together to build a personalized campaign across multiple channels by continuing this joint effort throughout the sales process, maintaining a strategic marketing presence within digital media beyond the moment of the traditional sales team handoff.
When we bring together sales and marketing, we need to equip them with the tools to run an ABM campaign successfully. We have two options: adopt an end-to-end platform, like Hubspot, that provides all the necessary functions, or lay the foundation for an ABM program using your existing Martech stack, adding other tools as needed.
3 Benefits of an ABM Strategy
The benefits of ABM extend across all marketing activities, and the principles influence how we do all our marketing today. To see a clearer picture of ABM's potency, let's take a look at the key benefits:
Increased ROI: 76% of B2B companies saw higher ROI with ABM than any other marketing strategies, relates to the ITSMA and ABM Leadership Alliance.
Enhanced personalization and optimization: A research advises that the ‘first 10 seconds of the page visit are critical for users' decision to stay or leave. So, a significant characteristic of ABM is the personalization of communication towards specific targeted accounts. As a result, consumers are far more likely to engage with content that is tailored and is also relevant to their business and stage in the buyer journey.
Focuses on resources: ABM is a time and cost-efficient marketing tool that allows you to focus on your resources, run promotional campaigns optimized for specific targeted accounts, and generate revenue from them. Focusing internal talents, technologies, social platforms, analytics, and content creation mediums, among other resources, in the right areas are sure to produce positive results for your ABM campaign.
As a short recap, there are several ways of how marketing can help the enterprise:
- Identify the market which can generate the most value
- Engage earlier deals or strategic deals
- Expand accounts portfolio
- Lineup marketing activities with the account strategist
Once your ABM strategy has started, take the time to understand the needs and wants of your potential customers, and how your organization can personally offer it to them.
It is mandatory to learn which channels and what content yields the best results and adapt your campaign accordingly to ensure you're placing your resources into the right strategies.
Turn your prospects into customers by driving the digital transformation of your business. If you would like to know more about ABM, be sure to check out our ABM Bootcamp Training Program.
