The Power of Account-Based Marketing : A Step-by-Step strategy
Published on 06 Sep 2023
Account-based marketing (ABM) is a transformative strategy that zeroes in on individual accounts or customers, forsaking the scattergun approach of traditional marketing. It's the key to unlocking engagement with decision-makers and fueling revenue growth.
Our whitepaper equips marketers and sales professionals with the tools and know-how needed to launch a winning ABM strategy. We'll journey through every phase, from pinpointing target accounts to the nitty-gritty of measuring and analyzing outcomes.
What Is ABM?
ABM, or Account-Based Marketing, is the antithesis of one-size-fits-all marketing. It hones in on specific accounts or customers, tailoring messages to the unique tastes and needs of decision-makers within those accounts. It's precision marketing in a world of quantity.
- Better Engagement: 99% of respondents said engagement was higher for their ABM accounts
- Improved Win Rate: 80% of respondents said the win rate was higher for ABM accounts
- Higher Deal Size: 73% of respondents said the average deal size was higher for ABM accounts
- Improved ROI: 901% of respondents said the ROI was higher for ABM accounts
Top ABM Use-cases
ABM isn't a one-trick pony. It's your secret sauce for cross-selling to existing customers, crafting personalized landing pages, nurturing customer loyalty, and making buyer personas ABM-ready.
Steps To Mastering ABM
Our step-by-step strategy leaves no stone unturned:
- Define Your Target Accounts: Who should you focus on? Align with your sales team, consider industry, size, location, and more.
- Build Your Target Account List: Consolidate data from CRM, market research, and prioritize accounts based on potential and engagement.
- Create Your Ideal Customer Profile (ICP): Understand your perfect customer's needs and motivations. Collaborate with sales for a well-rounded ICP.
- Develop Your ABM Strategy: Tailor your approach based on resources and scale. Choose strategic ABM, ABM Lite, or Programmatic ABM.
- Execute Your ABM Plan: Engage through personalized content, account-specific campaigns, and foster collaboration between sales and marketing.
- Measure and Analyze Results: Track account engagement, pipeline velocity, customer retention, and ROI. Optimize your strategy based on insights.
ABM is your ticket to personalized experiences and lasting relationships with valuable accounts. Equip yourself with the tools and knowledge to embark on your ABM journey and witness remarkable enhancements in critical metrics, including conversion rates, deal sizes, and customer relationships. ABM is your precision marketing playbook; don't miss out on its transformative power.