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:
Maximize business within high-value accounts
Providing consistency
Measurable ROI
Expand business relationships
Align marketing and sales
How it works:
Lots of collaboration between sales and marketing departments
Customer journey mapping from start to finish
Lead qualification
Choosing the correct ABM platform for your business
Strategic: relationship building focused and personalization of marketing that shows a deep understanding of target accounts
ABM Lite: groups similar accounts to personalize as a group
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.
Identify target accounts by:
Choosing accounts that are similar to past partners
Choose targets based on size, location, or revenue
Research who your competitors are working with and look for similar businesses
Network at industry events/conferences
Rank the prospects you have come up with
Get your marketing and sales teams on the same page and collaborating. Use this time to create your ABM team
Create personalized content
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.
