Account-Based (Strategy) Marketing: How to Master the Post-Sales Cycle

Any B2B marketer worth their salt understands the power of account-based marketing (ABM). It’s been widely adopted due to its proven success rate throughout the B2B industry. But there’s a movement taking place, as marketers jump on the ABM train due to the expected ROI and pace of excitement. But, any good ABM program has to start with a strategic lens – and end with one. Lately, this seems to be lacking as sales and marketing silo their goals rather than unify them. A full 87 percent of B2B marketers now agree that ABM delivers higher ROI compared to other marketing efforts. And 92 percent consider ABM “extremely” or “very” important to their marketing efforts. What is Account-Based (Strategy) Marketing Account-based marketing is a strategic B2B approach that is concentrated on a set of clearly defined target accounts. These accounts are identified as the most important prospects for a business. Sales leads the conversation – but marketing puts the magic in the program. So, how does your brand get from strategy to implementation, action and results? Follow the step-by step-guide below so that your marketing team can achieve results with a post-sale, FULL-cycle ABM strategy. You’ll learn what to do even after you’ve closed the deal on your target ABM accounts. As a result, your brand will acquire and retain your ideal customer base, while achieving optimum revenue goals.