• About Us
  • Paid Media
    • eCommerce
    • Mobile
    • Native Advertising
    • Programmatic
    • Search
    • Social advertising
  • Professional Services
    • Educational
    • HR and Recruiting
    • Law
    • Publicity and PR
    • Sales
    • Startups
    • Supply Chain & Procurement
  • B2B Marketing News
    • Account-Based Marketing
    • Community development
    • Conference Coverage
    • Content Marketing
    • Conversion
    • CX
    • Digital
    • Growth Hacking
    • Mobile
    • SEO
    • Social media
    • Video
  • Technology
    • AdTech
    • Artificial Intelligence
    • Big Data
    • Blockchain
    • Channel Management
    • Crypto
    • eCommerce
    • FinTech
    • Hardware
    • MarTech
    • Network
    • SMB
    • Software
  • B2B Reads
    • Investing
    • Gaming/Casinos
    • Special Focus

ICYMI:

  • Content Marketing Assets: A Primer
  • Efficient Techniques To Boost Your Content Marketing Efforts
  • 6 Top Image Hosting Platforms In 2022
  • 6 Reasons Why Content Marketing Will Dominate The Marketing Landscape In 2022
  • How To Format Long-Form Content in WordPress: Five Top Tips

A Peek Behind the Curtain: An Intro to Account-Based Marketing

Account-Based Marketing, B2B Marketing News, Latest B2B News, Top News November 14, 2016August 17, 2017 B2BNN Newsdesk
account-based marketing
0 Shares 0 Flares ×

What is ABM?

Account-Based Marketing (ABM) is a strategy that concentrates sales and marketing on targeted accounts within their market, using personalized campaigns designed to the individual account.

ABM is a targeted strategy, based on insights. Be the Wizard of your organization. Know your customers’ desires (a brain, a heart, courage, home), and you’ll be able to guide them down the path (the yellow brick road) to your business.  What do your customers need? What are their roles? What drives them?

dorothy abm

ABM vs Traditional Marketing

Traditional marketing has been compared to casting a wide net over potential customers to see what you catch. Material is developed, and then sent out to lists or advertised. If the content is successful a response is received, and then turned over to sales for follow up. The assets are measured for ROI.

You might say it’s like the Wicked Witch (not to say traditional methods are wicked), who sends out her flying monkeys to see what they bring back.

 

ABM replaces the strategy of putting all kinds of marketing collateral out there in the marketplace and seeing what comes in, with marketing to targeted accounts.

In comparison, ABM:

  • Identifies target accounts
    • Organization map
    • Key roles
    • Goals
    • Channels
  • Collaborates with influencers and the team
    • Goals
    • Tactics
    • Plan
  • Follows a coordinated plan

Benefits of ABM

Marketo has identified five key benefits to Account-Based Marketing:

  1. Clear ROI
    • 97% said ABM had a somewhat higher or much higher ROI than other  marketing initiatives
    • 84% said ABM provided significant benefits to retaining and expanding existing client relationships
    • 65% said ABM provided significant benefits to attracting new clients
  2. It reduces waste
  3. Personalization means optimization
  4. Clarity in tracking and measuring to goals
  5. Easier alignment with Sales

 lion abm

Skills Needed

“ABM-ers have to understand how to take account information and turn it into insights that are relevant to different people in the organization.” – Momentum ABM

It requires a little more skill than traditional marketing. You’ll need:

  • business knowledge
  • intimate understanding of sales and account needs
  • expert consultative skills
  • collaborative skills
  • and leadership skills

scarecrow abm

Account Planning

ABM is nothing without the account. Become part of the conversation with your accounts earlier in their process. Make your customers feel they are appreciated and understood, right from the beginning.

Howard Sewell from Spear Marketing states in his 7 Steps to a Successful ABM Strategy that the best campaigns are:

  • segmented–relevant to an individual account and decision-maker/role
  • integrated – targets should see a consistent message, regardless of channel
  • content-driven– to drive discussion and engagement
  • timely – consistent nurturing and education over a specific time

tinman abm

How to Get Started

  1. Identify 3-4 accounts where you feel you could be building a stronger relationship, and put those in order of priority
  2. Map executive roles, responsibilities, budget cycles, sponsors and partners
  3. Talk to your customer about obstacles and issues important to them
  4. Collaborate with your team to determine how your solutions address your customer’s needs


Be the Wizard. Know your customer, and what will motivate them along their journey.

 

Images courtesy of: Clarion Content Media, Tumblr, Flickr, Along the Yellow Brick Road,

0 Shares Twitter 0 Facebook 0 Google+ 0 LinkedIn 0 Email -- 0 Flares ×
The following two tabs change content below.
  • Bio
  • Latest Posts
B2BNN Newsdesk
My Twitter profileMy Facebook profileMy LinkedIn profileMy Instagram profile

B2BNN Newsdesk

We marry disciplined research methodology and extensive field experience with a publishing network that spans globally in order to create a totally new type of publishing environment designed specifically for B2B sales people, marketers, technologists and entrepreneurs.
B2BNN Newsdesk
My Twitter profileMy Facebook profileMy LinkedIn profileMy Instagram profile

Latest posts by B2BNN Newsdesk (see all)

  • How To Improve Sales For Your Company - August 10, 2022
  • Business Insurance: What Types of Coverage Do You Need? - August 9, 2022
  • 3 Simple Techniques for Business Growth in 2022 - August 8, 2022

Sharing

  • Email this article
  • Print this article

Tags

ABM, Account Based Marketing, Marketo, spear marketing

Post navigation

B2B Trending Conversations: Big Data, LinkedIn Lead Gen, Emotion and B2B Buying
Trump
Featured

Featured

Richard Yu Explains How B2B Companies Succeed in the Global Marketplace

Tips For Selecting The Right ISO Consulting Services

9 Tips For Selecting The Right ISO Consulting Services

Six Debt Financing Options Growing Brands Must Consider

Zoho CRM [Sponsored]

Influencers

Influencers

What does the future look like for business travel in covid time. Here are a few likely consequences. for business travel. Corporate training,

What Does the Future Look Like for Business Travel During Covid?

Small Cap Investments


Tweets by @B2BNewsNetwork

Latest B2B News

  • CannaBNN News for Wednesday, August 10, 2022: Lantern Launches Social Equity Incubator, Curaleaf Acquires Four 20 Pharma and More!
  • B2B News for Tuesday, August 9, 2022: Automotive Parts Merger, Cloud 9 Acquires Toothfairy, Rocketlane Launches Customer Onboarding Platform
  • 3 Simple Techniques for Business Growth in 2022
  • B2B News for Friday, August 5, 2022: Amazon to Acquire iRobot, SIRGE.org to Launch Monday, Psychological Safety Supports Innovation
  • Why Enterprise Leaders Need to Invest in Next Generation Blockchain
Copyright © 2022 by B2B News Network.