3 Benefits of Account-Based Marketing

| October 12, 2016

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If you want to receive complete insight on how a business generates revenue with a defined marketing budget, talk to your sales staff. Modern-day sales and marketing efforts are about working as a cohesive unit and aligning both operations. Furthermore, the focus is to have a holistic account-based approach, where the entire messaging is centered around target accounts. Accounts are companies that sales and marketing teams envision to be potential buyers. With account-based marketing, also known as ABM, organizations are more keen to channel their marketing budget on accounts that can yield better revenue for them.

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We’re Add People, a team of digital marketing professionals built to service small to medium-sized businesses. Established in 2002, we’re now a workforce of over 120 digital marketing professionals who help over 4000 clients grow their businesses online. We provide PPC, Paid Social, SEO, Web Design and other digital marketing solutions at affordable monthly costs.

OTHER ARTICLES

The Missing Link in your ABM Strategy

Article | March 17, 2020

Account-based marketing (ABM) programs deliver huge results, but those results can sometimes be elusive. Over the past twelve months through my consulting practice, I’ve had an intimate view into over fifty ABM programs. More common than not, most marketers are telling me that their results are underwhelming. So, what is the missing link? The answer lies in the disconnect between marketing-orchestrated experiences and buyer expectations.

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How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | March 17, 2020

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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No High-Level Fluff: 7 Steps to Build the Best Target Account Model

Article | March 17, 2020

Selecting target accounts can be stressful. You worked hard to build trust across your Sales team, and now comes a project that could ruin that hard-won trust if you don’t execute it perfectly. Guess what? It is not (and never will be) perfect. This activity can’t be done in a Marketing silo. Marketing needs Sales, and Sales needs Marketing to accurately select target accounts. And don’t forget about your Customer Success team! So repeat after me: Selecting target accounts is a cross-functional project. Now, I know what you’re thinking “Sounds great, but building the model is hard and everything I read on the internet is just high level. And I need to know how to actually do it!”

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Aligning Account-Based Marketing and Account-Based Selling for a Better Customer Experience

Article | March 17, 2020

In today’s world of rapid-fire product release where – it’s been said – if your product is good someone will copy it, what sets one company apart from the next when everything else is equal? When product and price are virtually the same, how do you differentiate your product from the next company’s? The answer is simple and yet sometimes so elusive: customer experience. So, how can marketers and salespeople work together to improve the customer experience? Implementing account-based marketing (ABM), and tightly aligning marketing and sales, is the number one value marketers can bring to the customer experience today. ABM is the strategy of defining the target list of accounts that you want to approach, and creating the channels, messaging and content to communicate with them in a way that feels personalized. Rather than marketing and sales speaking to a persona, you go deeper and speak at the brand level and the individual level. According to a Forrester study on the state of ABM, “When it comes to business value, 37 percent of those responding say they can demonstrate tighter coordination between marketing and sales.”

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Spotlight

Add People

We’re Add People, a team of digital marketing professionals built to service small to medium-sized businesses. Established in 2002, we’re now a workforce of over 120 digital marketing professionals who help over 4000 clients grow their businesses online. We provide PPC, Paid Social, SEO, Web Design and other digital marketing solutions at affordable monthly costs.

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