What is account based B2B marketing?
Account Based B2B Marketing is a type of strategy that performs personalized communication in the marketing department with the most active and eligible customers. The purpose of the strategy is to determine the key priorities of the customer with reference to data from the sales department.
Experts in marketing and management development argue that ABM is more effective because it works personally with each client, in contrast to the outdated strategy which focuses on the total mass and selects a common priority for all.
Account Based B2B Marketing helps to bring a potential customer to buy a service or product by combining marketing and sales.
What is ABM meaning marketing?
The strategy is popular among ABM agencies and therefore, many agencies highlight the following benefits:
- Personalization. The entire strategy is based on personalization rather than a general priority. By emphasizing personalization, the content will match the business needs of the lead as closely as possible and there is a greater chance that he will become your client.
- Profitability. Many believe that the strategy because it is more personalized, its implementation will cost more than traditional marketing. But in fact it is not so: ABM reduces up to 50% of time wasted on potential customers who are not interested in your product or service and will never buy it.
- Fast sales. When using ABM techniques, companies reduce the sales cycle. Salespeople and marketers focus exclusively on those customers who are more likely to generate revenue.
ABM promotion steps for ABM agency
When working with customers, ABM agencies follow the following promotion steps:
Step 1. Determine who your key customers are
This will make it easier for you to set strategic goals, and study the customer journey, the average purchase check and the duration of the sales cycle. It's also important to determine how purchase decisions are made at each company.
Step 2: Compose a personalized marketing message
Once you've researched who your customers are, generate content for them and develop a unique selling proposition (USP).
Step 3: Find the best communication channels
Each key customer will respond differently to your marketing messages, depending on the communication channels you choose.
In this step, you need to determine which channel is best suited to communicate with your target audience in your chosen area. This can be email, social media, events, or something else.
Step 4: Run the campaigns
Send the generated marketing message through your chosen channels. The sales team must be also involved in the development of these targeted campaigns. Salespeople must be prepared to handle incoming leads and responses correctly.
Step 5: Analyze the results of ABM campaigns and work on mistakes
ABMs are easier to optimize because you are dealing with a small number of leads that have much more potential value than leads in traditional marketing.
After analyzing your first AVM campaigns, determine if the right communication channels were chosen, if the marketing message worked, and how you can reduce your closing time.
Examples of promotion from an account based marketing agency
ABM marketing meaning manifests itself through specific examples of how to apply the strategy. The types of communications include the following:
- Events and webinars. They provide an opportunity to get to know your potential key customers better,and identify their needs and "pains".
- Email marketing. Customer emails are often just flooded with one-size-fits-all mailings from brands. Therefore, personalized offers are just what you need to attract a customer.
- Web personalization. ABM campaigns are not limited to search engine marketing (SEM) and inbound marketing. Once visitors get to the site, it's personalized for each potential key customer.
Account based marketing agency UpSail
UpSail agency is an opportunity to put your product or service in experienced hands. The company enables businesses to make 10 times more sales and increase the number of potential customers by using only effective account based B2B marketing strategies. The company will make your unique list of potential clients.
To order any kind of service call or write an e-mail and ask for the best services in the field of sales promotion and leads retrieval.