Account based marketing (abm) focuses resources and efforts on a targeted set of accounts that matter most for the business, instead of covering a broad range of potential customers. This increases the likelihood of converting prospects to sales when compared to standard lead-focused models alone.
Account based marketing practices traditional and proven b2b principles, but targets company accounts rather than individual sales leads.
B2b buyers don’t contact suppliers directly until 57% of the purchase process is complete, and 94% of b2b buyers conduct some form of online research before buying a business product. Also, it’s estimated by 2020, 80% of the buying process will occur without any direct human-to-human interaction.
Buyers are savvy and they don’t want to talk to you until they’re convinced your product or service may be able to help them.
So how do you get in front of these buyers
How account based marketing works
As those leads move down the magical funnel, they become more qualified. The most qualified leads become sales qualified leads. Then boom! A sale.
Well, in account based marketing, the funnel is flipped.
Find the right companies so resources aren’t used on prospects that will not become customers. Your marketing and sales teams must collaborate buy telemarketing leads on a list of target accounts, or the companies that are the best fit for your solution. You need to identify your “ideal client” and identify specific companies that fit those criteria.
Expand contacts within an account
Identify personas of the people within the accounts you would like to target. You will need to deliver different messages and creative to different personas because they may be looking for different things when determining whether to partner with your company.
Engage accounts
Next is to engage the contacts on the channels where they’re most active using messaging and content that’s valuable to them. The ceo is most likely looking for something different than the director of it or cfo. Craft content that’s relevant to each persona and provide that information when it’s most valuable to them.
Above we mentioned that sometimes 20 or more people are involved
The decision-making process. This IG Users means you cannot simply target a single decision maker. There are many people inside the business that you need to convince. By targeting and creating internal advocates, your messages can resonate much further than you could ever achieve on your own.
Measure success
With account based marketing, measurement focuses on performance indicators that evaluate success at the account level. You can report on reach, impressions, clicks, and media spend by account to report on advertising’s influence on target accounts. But you can also go deeper than that.
