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.
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.
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.
Create hyper-specific personalized creative assets to nurture and engage target prospects, reflecting on the customer’s specific attributes and needs.
Craft persona specific campaigns and personalize your approach across each channel, and align the marketing and sales team’s efforts for maximum impact.
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.
Focuses time and efforts on those target accounts that are most likely to close sales.
Precise and measurable, providing the highest ROI of all B2B marketing tactics.
Personalizing all messaging and communications to resonate with the target audiences.
Working hand-in-hand to align accounts through the pipeline, both before and after lead conversion.
Builds trust with customers by showing prospects you actually understand what they need.
Spend time and resources only on potential clients and accounts that are quality leads.