All You Need to Know about Account Based Marketing (ABM)

Imagine how easier it would be for you to start the sales process by selling directly to the accounts that are your best-fit. You wouldn’t be wasting any time on marketing to those who aren’t fit for your business. Sounds interesting, right? Well, all this is possible with Account-Based Marketing.
Glenn Burgess
Glenn Burgess

A strategic approach to business marketing based on account awareness is known as Account-based Marketing (ABM). It is business-to-business strategy that concentrates resources on a set of target accounts within a market, instead of reaching out to a larger number of prospects.

This process allows your marketing to focus all of the resources, budget & campaigns against a very specific list of accounts to promote long-term business growth, delight customers & boost revenue.

ABM allows to filter out less-valuable companies early on & ensure marketing & sales are in complete alignment to meet the needs of buyers & influencers.

Although ABM had been a very expensive process in the past & required a lot of work to be done but today, with Marketing Automation Technology & Customer Relationship Management (CRM), it is a lot cheaper & does not take much time to personalise marketing messages that meet the specific needs of your prospects.

This also enables you to provide your audience with the information they want, when they want it. This includes creating & sharing information that is relevant to your prospect’s business, known as Content Marketing.

ABM strategy is very beneficial when it comes to keeping a track of how the money is being spent on marketing that is directly linked to sales & revenue.

In terms of ABM, the sales alignment ensures that your marketing & sales teams are focused on the same goals & all communications, interactions & content are consistent for the accounts you work with.

This sales alignment also focuses on the best way to bring in a potential customer & generate revenue.

Sirius Decisions conducted a study named, The 2015 State of Account Based Marketing, which showed that 92% of companies recognize the value of ABM & see the strategy as a ‘must have’ for B2B marketing.

The study also showed that the larger companies have adopted this strategy & are the biggest users of ABM while the smaller companies are the most aggressive testers.

So, how does this work?

Let’s have a look.

Each business has a different focus but when it comes to ABM, there are some parts of the process that are common for all.

  • Align sales & marketing teams
  • Mine data to named accounts
  • Determine who the decision makers & the influencers are at the names account
  • Personlise messages to address the named account’s business challenges & needs.
  • Identify which communication channels will be used to message the named account.
  • Evaluate the effectiveness of messaging & sales efforts & make adjustments as necessary.

Glenn Burgess

Glenn Burgess

Glenn P Burgess Author, Speaker - UK's No1 Fintech & SaaS Marketing expert. With multiple multi million launches under his belt and a stables of Global No1's, he now is an International Speaker, Invests in Startups, Mentors & Coaches SaaS owners and teaches at Google Campus & Ilia State University

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