Account-Based Marketing: Digital marketing is an area in constant evolution, accompanying the dynamic movement of the market. There are always new solutions to test and enhance results.
Amid so much innovation and creativity, Account-Based Marketing emerges as a promising technique to facilitate the customization of a company’s campaigns. And by all indications, it is a job that promises to deliver excellence. Want to know how this technique works and why it can be so beneficial?
In this post, you’ll check out what Account-Based Marketing is, how it can be useful for the company’s competitiveness, and some tips for implementing it. Good reading!
Understand What Account-Based Marketing Is
The term Account-Based Marketing (ABM) can be translated as account-based marketing. But what is its practical meaning for a company’s communication strategies? In this case, the campaigns are unique and developed for specific accounts (or companies).
In other words, it is a type of marketing in which the companies one intends to work with are determined, that is, the “accounts” desired as customers. This is how the creative process of marketing actions that focus on the characteristics of each new project begins.
The purpose of ABM is, therefore, to meet the needs of a company, an activity based on B2B (business-to-business) sales. In this way, the key to obtaining positive results with this model is to bring content focused on potential buyers’ expectations.
This is a style of work with a higher level of customization. And the value generated with these interactions will be fundamental for convincing the parties involved in the purchase.
In general, Account-Based Marketing consists of an approach that demands more time and investment to be designed. However, the results are highly successful.
For Which Companies Is The ABM Strategy Recommended?
While ABM is a highly effective marketing model, there are better strategies for all types of businesses. Because it is something with a relatively high operating cost, it is essential to conduct a feasibility study to determine if there will be a good return.
As a rule, Account-Based Marketing is interesting for companies that have at least one of the following characteristics:
- companies in the B2B segment;
- companies that sell products or services with high added value ;
- companies where more than one person participates in the decision-making process.
3 Tips For Creating Account-Based Marketing
Concluding that ABM is a concept that fits your business model, it is worth knowing some tips on its implementation. Understand!
Define The IPC – Ideal Customer Profile
As with other marketing strategies, having your ideal consumer’s profile well-defined is a fundamental step so that, in all other stages, the intended objectives are achieved.
The idea of the IPC is similar to the concept of persona. However, attention, in this case, is focused on the peculiarities of companies. So, to build it, you need to take into account some points, such as:
- company size;
- available budget;
- target market;
- geographic location;
- type of decision-making process;
- higher LTV customers;
- customers with the highest sales ticket;
- customers are more likely to upsell, among others.
Another measure that can help a lot in this work is also to analyze the style of customers that the company wants to avoid attracting. This will lead to the perception of the most profitable consumer profile, the one that is most in line with your sales expectations.
Select And Attract Key Accounts
Once your ICP is defined, it’s time to list the companies that best fit these criteria and select the accounts that will be worked on within the ABM strategy.
Ideally, it should have a reasonable number of leads in this context. However, it must be a list with a manageable volume of companies. Otherwise, it ends up falling into the same mold as Inbound Marketing, which is contrary to the main purpose of Account-Based Marketing: converting sales more quickly.
To find the best leads, it’s worth turning to both internal and external sources. Search your current base, prospecting sellers, segmenting social media, and try to update your list periodically to maintain the effectiveness of the campaigns.
Once you’ve specified your key accounts, it’s time for actual marketing to step in and drive potential customers to your business. Here you will need to consider questions such as:
- what is the number of contacts that form your base;
- what type of interaction can be practiced with accounts with which your company has no contact;
- how many leads visited your site in the last few months;
- What content can be created to attract these accounts?
Invest In Engagement
During your communication process, there will be accounts with some contact but others who don’t even know your company. Therefore, it is extremely important to map these different stages and concentrate efforts to generate their engagement.
If 50 companies visit your website and 5 convert to a landing page, what steps can you take with the rest? From this survey of conducts, it is possible to understand better the types of offers that are most appropriate and, little by little, increase the level of customization between each.
After a period of interaction, the sales team will already have a solid track record in hand to direct their negotiations and close the greatest number of sales. Finally, it is always important to remember that measuring results is a fundamental part of the success of any strategy.
Also Read: What Is Marketing 5.0? Is Your Company Ready To Apply?
