The True Power of Account-Based Marketing
What is Account-Based Marketing, you ask? Why are more and more B2B companies including it in their marketing strategies? Why are they bypassing traditional mass campaigns to focus on just a few potential customers? What is the true power of account-based marketing?
You like to fish? Of course, you do. You’re a marketing professional. You spend your days (and most nights probably) figuring out the best methods of fishing for leads.
And you understand that most digital marketing campaigns are designed to capture massive leads like a huge net pulled behind a commercial fishing trawler.
Of course, you also know that most of those leads will end up being barely-qualified guppies that will slip through the net.
But you don’t want guppies. You want lobsters. Plump, succulent lobsters.
Yes, I know they don’t catch lobsters in big nets. They catch them in traps.
Well, that’s account-based marketing. It’s the lobster trap of marketing strategies.
1. ABM Treats Prospects Like a Market of One
Account-Based Marketing is a hyper-focused, high-performance strategy that identifies key individual prospects or customer accounts rather than targeting larger groups. It allows the company to focus on each prospect like it is a market of one.
Using data-driven research, companies identify and prioritize prospects who will not only benefit the most from the companies’ products, they are also more likely to start a long-lasting business relationship.
The key is to learn everything you can about them. Become very familiar with their habits, challenges, experiences, and behaviors.
Then treat them as a market of one by crafting very relevant tailored content calculated to engage their specific needs with very personalized messages.
2. ABM Brings Marketing and Sales Together
Many companies still see marketing and sales as two almost disconnected forces. But for ABM to succeed, it’s very important that marketing and sales align themselves. They must work as a single entity and the account-based marketing strategy brings marketing and sales together.
They need to combine strategies and efforts so they can engage their prospects at every step of the program.
Then evaluate, analyze, measure key metrics, and share this data with each other in order to adjust direction, if necessary, before launching their next series of campaigns.
3. ABM Offers Multiple Benefits
You know what the sales and marketing funnel is, right? Of course, you do. You’re a marketing professional.
Well, imagine bypassing all the general leads at the top and focusing on the prime leads toward the end of the funnel. ABM helps you do that, because you’ve already pre-qualified your targets through extensive research and identification.
ABM also saves time and money. By treating accounts individually, you don’t waste efforts on mass campaigns that only yield a small percentage of viable leads. In other words, you avoid sifting through mountains of tiny guppies hoping to find lobsters buried among them.
By reaching out to higher-level prospects with customized messages, you have a greater chance of building deeper business relationships and extended value.
Plus, ABM ensures the potential for higher revenue and solid ROI.
And it’s simpler to analyze and measure the performance of campaigns aimed at a smaller set of accounts.
4. ABM Increases Marketing Success
Companies are proving time and again that having an account-based strategy that centers around a consistent touch and positively charged message increases marketing success in B2B companies.
You can experience the same.
Give us a call. We love fishing. And we especially love lobster. Our marketing team has been helping clients develop successful ABM programs for years.
Let’s work together to locate and connect with your ideal prospects.