Account Based Marketing: B2B Growth

ABM is a marketing approach that focuses highly on the most valuable accounts for a business. This style of marketing is very effective for B2B brands. Different from inbound or lead-based marketing that covers a wide variety of people or businesses, it can offer brands some unique benefits such as:

1. Maximize business within high-value accounts

2. Providing consistency

3. Measurable ROI

4. Expand business relationships

5. Align marketing and sales

How it works:

1. Lots of collaboration between sales and marketing departments

2. Customer journey mapping from start to finish

3. Lead qualification

4. Choosing the correct ABM platform for your business

   1. Strategic: relationship building focused and personalization of marketing that shows a deep understanding of target accounts

   2. ABM Lite: groups similar accounts to personalize as a group

   3. Programmatic ABM: combines both of the above strategies

Tech has made it easier to use this marketing style with improved precision. This can target the right accounts to get the engagement that matters most. Here are some tips for creating an AMB strategy.

1. Identify target accounts by:

   1. Choosing accounts that are similar to past partners

      Choose targets based on size, location, or revenue

   2. Research who your competitors are working with and look for similar businesses

   3. Network at industry events/conferences

2. Rank the prospects you have come up with

3. Get your marketing and sales teams on the same page and collaborating. Use this time to create your ABM team

4. Create personalized content

5. Measure ROI to see what is working

ABM is a great way for B2B brands to grow. Marketing to high-value accounts and creating relationships with those in those businesses is a great way to expand. There is ABM software out there that can help you find valuable accounts with less friction. Time to grow. Good luck marketers.