Account-based marketing is a B2B engagement strategy in which a defined set of companies is targeted with tailor-made campaigns and messaging.
It is a strategic approach where sales and marketing join forces to focus on a group of stakeholders within an account, rather than an individual. The goal is to achieve full visibility among these stakeholders, build relationships, open doors and deepen engagement at specific targeted accounts.
By identifying and investigating relevant customers and decision makers, you gain deeper insight into business drivers, their current challenges and buying triggers. This gives your marketing team the opportunity to deliver personalised content to each specific account.
A B2B buying committee at your prospect company can consist of 5 to 17 stakeholders that work within multiple functional levels. These stakeholders all have a say in purchasing your product, service or solution. Therefore, it is critical to connect and engage with them all. Account-based marketing gives you that focus. It helps you better engage with potential customers in a personalised manner through planning and measuring all activities based on predetermined objectives.
With good collaboration between Sales and Marketing, you can add ABM to your engagement activities. We can help you with your account-based marketing strategy, using these four steps.
Together with your sales team, we select the accounts you want to focus on. We choose high value customers that fit your organisation. And we define the goals and determine how and what to measure.
We’ll assemble as much contact information as possible to better understand your accounts and stakeholders. We’ll find and share with you valuable information contained in annual reports and other publications or via your network. In this case, we’ll look not only at the personas of decision makers and influencers, but at actual stakeholders at the companies you will target. Then we’ll map the stakeholder buying process.
We’ll create appealing content for your account-based marketing campaigns and decide on the right multichannel approach. You can now leverage on personalised and account-relevant messages. With various online and offline marketing tactics, we’ll build a seamless story for you to tell.
Every campaign and contact is an opportunity to learn and improve. We measure results and find ways to optimise your campaigns, making them more engaging, personal and relevant.
From your account strategy to specific campaigns, we’ll help you succeed. Together with you and your Sales and Marketing colleagues, we’ll look at the big picture. We’ll define accounts to focus on, the approach to take and what content is relevant. Everything to increase your footprint at your largest accounts. Our approach is actionable and scalable. With this highly personal marketing approach you can win more accounts. They feel pampered as your sales team build their relationship.