Account Based Marketing

Focus, Engage and Close the Right Targets

Account-based marketing (ABM) or key account marketing is a strategic approach to business marketing that focuses on identifying and targeting a specific set of accounts that are most impactful to the business. ABM is a highly targeted method of marketing that’s proven to deliver quality ROI.

How does ABM Work?

Account-based marketing is primarily divided into five stages:

1. Identifying target accounts

Define a buyer persona and identify the high-value accounts with user analytics and other strategic factors that have the biggest revenue potential for your business. Selecting the right accounts will optimize your sales and marketing resources.

2. Tier the data & Map accounts

Start tiering data by identifying the contact points and the network structure of the target accounts. Find out who the key decision makers are, how they make decisions, the prime influencers and map their relationship to the target accounts.

3. Creating personalized content

Create hyper-specific personalized creative assets to nurture and engage target prospects, reflecting on the customer’s specific attributes and needs.

4. Account specific marketing

Craft persona specific campaigns and personalize your approach across each channel, and align the marketing and sales team’s efforts for maximum impact.

5. Evaluate & Optimize

Analyze the metrics and the results of the campaigns to assess the performance of your marketing activities and to help improve the results over time.