ACCOUNT-BASED
MARKETING
FOCUS ON THE ACCOUNTS THAT MATTER THE MOST
WHAT IS ACCOUNT-BASED MARKETING?
Also known as Key Account Marketing, Account-Based Marketing (ABM) is a strategic approach to business marketing based on highly refined account awareness, jointly implemented by sales and marketing.
Instead of broader-reaching marketing campaigns, an ABM strategy focuses resources on a defined set of named accounts.
Traditionally, B2B marketers used functions like inbound marketing to facilitate reaching a wide number of potential customers. Inbound marketing is a powerful tool if you want to drive as much traffic to a specific destination as possible. However, when it comes to B2B marketing, at an enterprise level specifically, there’s an alternative methodology that delivers unparalleled results.
This methodology is called Account-Based Marketing (ABM).
ABM professionals focus on accounts, not entire markets, or industries. They have a deep understanding of their target accounts and concentrate all their resources on them. They communicate with individual prospects or customer accounts as markets of one, personalising their marketing message based on the specific attributes and needs of the account.
ABM aspires to be ‘zero waste’ marketing where you target qualified high-quality accounts that convert. This highly efficient methodology eliminates the ‘by-catch’ problem of other marketing tactics.
HOW DOES IT WORK?
THERE ARE FOUR PRIMARY STEPS YOU SHOULD TAKE WHEN
DEVELOPING YOUR ACCOUNT-BASED MARKETING PLAN.
01
Identify who your most important accounts are
02
Gather as much insight and information about them as possible
03
Use these insights to align your proposition to the challenge being faced
04
Craft a hyper- personalised marketing program to win their business
BENEFITS OF ABM
A HIGHLY PERSONALISED MARKETING APPROACH
ABM’s creative assets are tailored to a target’s specific attributes and needs. Every touchpoint along the buyer’s journey is personalised and customised, greatly reducing drop-off.
TEAM ALIGNMENT
By aligning sales and marketing resources and targeting pre-qualified accounts, marketers begin to think like sales representatives and focus their attention on the best way to convert a potential customer and generate revenue.
SHORTER SALES CYCLES
Traditionally, the marketing route to get you in front of key decision-makers can be tedious. ABM nurtures all prospects simultaneously, shortening the sales cycle.
CLEAR ROI
With a precise, and measurable, laser focus on idenified key opportunities, an ABM strategy makes it easier for businesses to see how marketing spend is translating to closed sales and revenue.
FEWER WASTED RESOURCES
A focus on key accounts means time and resources are narrowly honed on customers that are most likely to convert.
WHO IS IT FOR?
IF YOUR BUSINESS HAS SOME OF THE FOLLOWING ELEMENTS IN PLACE, THEN ABM CAN WORK FOR YOU.
A key account sales team with a long-term view
High-value customers in small numbers but who generate a large portion of your income
Complexity in your value proposition
Your customers have complex decision-making units (DMUs)
Long purchase and sales cycles
If you’d like to find out more about Account-Based Marketing (ABM) or how we can help you grow using this bespoke marketing philosophy, please get in touch below and one of our ABM professionals will call you back.
GET IN TOUCH
Demographica is a marketing agency equipped with the relevant talent, experience, track record, resources and technologies to support large B2B companies.