ACCOUNT-BASED MARKETING

Account-based marketing (ABM) is a marketing strategy that uses highly targeted, personalized campaigns to both nurture current customers and convert prospective accounts. It is designed to focus on, attract, and engage customers, targeting the accounts that are most likely to buy your products. 

Why ABM?

Rather than relying on broad campaigns that appeal to an entire market, ABM considers individual accounts to be their own markets. Did you know that 96% of marketers who have used ABM report a positive impact on their marketing’s success? Or that more than 60% of companies plan to launch an ABM-based campaign in the next year?

Why? 
 

  • It delivers a customer-centric experience
  • It connects marketing to revenue
  • It strengthens existing relationships
  • It aligns sales and marketing
Because of this and its incredibly attractive ROI, ABM is becoming the default marketing strategy. This means that B2B companies are using ABM before anything else and on any and every important account.

What makes ABM special?

Unlike traditional marketing, where a company tries to access a wider market, ABM requires specificity and personalization. However, there isn’t a “one-size-fits-all” ABM strategy that can be applied to every scenario or organization. It requires targeted strategic planning in order for it to be effective for your business.

ABM also differs from traditional marketing in that it focuses on finding ways to engage with people from targeted accounts based on your ideal customer profile. Eventually, this will help you to build long-lasting relationships that lead to new opportunities and new clients.

Aligning sales and marketing

A close-knit sales and marketing collaboration is always an advantage in B2B. When marketing and sales teams are aligned, leads are 67% more likely to become clients. This is good news if you use ABM because it naturally helps bring these two teams together. How? 

Since ABM starts by selecting target accounts, it is essentially like qualifying leads from the start. So it’s nearly impossible for sales to encounter an unqualified lead. With ABM, sales and marketing work together the entire time, rather than simply exchanging leads.

Is ABM right for you?

From account selection to activation, ABM consists of a series of proven steps to help your marketing. So, is ABM right for you? If you want to accurately target the most profitable accounts – generating higher conversion rates and improving your ROI – ABM could be just the sales and marketing strategy you need.

What we can offer you

A comprehensive account-based marketing strategy is a process that requires different steps. You can count on us to guide you every step of the way, from planning to operations:

  • Needs-based segmentation: We can help you to define your company’s ideal customers then determine the right accounts to target – using needs-based segmentation to more accurately target both current and potential customers.
  • Strategy: We will develop an ABM playbook for your business, then train marketing and sales teams in its use. The playbook will help them to understand more about the approach, refine tactics, figure out the key calls to action (CTAs) and coordinate content.
  • Data: We’ll advise on how you should build and maintain a database of target accounts. With ABM, it is essential that you keep track of which clients receive which pieces of targeted content – as well as their interaction with each piece.
  • Account planning: With our help, you can match ABM account teams to targeted accounts. By ensuring that each team is aligned with the right accounts, specific and effective workflows can be established to lift your company’s results.
  • Offers: With knowledge of your industry, our team can develop custom offers to engage and motivate your key targets.
  • Channels: For ABM, there is no one-size-fits-all channel. Instead, we can help you to plan and execute multi-channel campaigns based on specific account and buyer persona needs.
  • Metrics: Measurement and evaluation is one of the keys to a good ABM solution, enabling you to optimize results in relation to your targets. We can show you how to use ABM-centric metrics to control and maximize your ABM marketing strategy. 
  • Technology: You’ll most likely need a new or adjusted tech stack to deliver ABM at scale. Here, we can help you to evaluate and select the right tools and platforms, enabling you to implement campaigns with pinpoint accuracy.

HOW CAN WE HELP WITH YOUR ABM STRATEGY?

Stay in the loop!


Get our newsletter (sent every four weeks or so) about B2B marketing, strategy, branding - and whatever else we're geeking out about at the moment.

cylindr BBN logo - BBN the world's B2B agency

You have successfully subscribed to the cylindr BBN newsletter. Expect to hear from us soon!