Account-Based Marketing Explained

account-based marketing

According to Gartner, more than 70% of B2B marketers will launch full-scale account-based marketing (ABM) programs. These programs target and engage buyers in the very near future.

ABM brings together the concept of customer-centricity through direct targeting of client accounts.

There’s much more to it than that, but we’ve got you covered. If you’re looking to focus your marketing efforts on high-value accounts, then keep reading to find out if this type of marketing might be for you.

What Is Account-Based Marketing?

ABM is a marketing strategy in which a supplier tailors marketing, generating leads, and sales support to a select group of accounts. This strategy represents the significantly higher expansion or growth of opportunities.

ABM allows you to weed out low-value customers early on. It also ensures that Marketing and Sales are on the same page. As a result, your team will be able to jump right into the critical processes of engaging and enticing those customers.

ABM enables your company to work with high-value accounts and communicates with them as if they were individual markets. If you do this, you will see a greater Roi and customer loyalty increase. You will also personalize the buyer’s journey and tailor all communications, content, and campaigns to those specific accounts.

The Moving Parts Of ABM

ABM includes targeting, engagement, and measurement. Incorporate these factors into the framework of your program to set your marketing team up for success.

1. Targeting And Management

ABM allows you to use technology to identify and manage accounts that are worth your time. It will also provide the best possible return on investment.

The types of accounts you target will vary but depending on your company, the following are good places to start:

  • High yield
  • Product fit
  • Quick wins
  • Strategic importance
  • Competitors
  • And Territory

Instead of managing and syncing accounts and lists across multiple apps, you can now centralize account targeting and management.

2. Engagement Across Channels

Rather than managing each marketing channel separately, design and run coordinated and personalized campaigns across all of them from a single platform.

This necessitates an account-based marketing solution. One that connects each channel and lays the groundwork for delivering targeted, cross-channel campaigns to your target accounts.

3. Measuring And Optimizing Programs

Your ABM plan must be quantifiable in order to show achievements and improve over time. You’ll need to find a solution that allows you to create account dashboards that look at specific accounts, such as UserGems or other similar options.

They will also look at programs and targets and revenue-based account analytics—and this should all be done in one place.

Is ABM For You?

To orchestrate your buyer’s journeys, use rich behavioral data, built-in intelligence, and sophisticated journey flows to identify, engage, and accelerate your best opportunities. That is the purpose of account-based marketing!

Do you think that this solution might be the one for you? Remember that ABM comes with a total shift in how you do your marketing. Therefore, you need to be prepared to make these changes.

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