7 Realities that Will Change the Way You See ABM

7 Realities that Will Change the Way You See ABM

Account-based marketing (ABM) is one of the fastest growing B2B sales strategies being used today. Between 2018 and 2019, the amount of marketers with an established ABM program increased from 43% to 55%.

Much like any other new concept, there are a lot of misconceptions surrounding account-based marketing. In response, the innovators at Insights ABM set out to bust some of these myths. As an account-based marketing agency that provides growing businesses custom solutions and groundbreaking content, we understand the essential components for success.

In the article below, we’ll highlight 7 truths that will change your view of ABM. Let’s jump in so that you can discover the ways you can use ABM to make things happen for your brand.

1.   Inbound Marketing is Still Relevant

Some businesses dive headlong into the world of ABM and never look back. While we appreciate the enthusiasm, it is important that a marketing mix is balanced. Account-based marketing is only a single piece of the puzzle, albeit an important one.

Your marketing mix should include several other components. You also need to generate organic traffic through SEO, build your brand via social media, and leverage retargeting tools

2.   Sales and Marketing Teams Must Be Synergistic

When you’re using ABM, your sales and marketing teams must be on the same page. Your marketers need to be able to draw B2B clients into the funnel and generate buzz about your product. The sales team will then be tasked with closing the deal. For this to work, all staff members must be able to present a consistent message. 

3.   Don’t Get Too Personalized

One of the biggest mistakes we see when businesses implement ABM campaigns is that they get too personal. Account-based marketing is designed to target high-value accounts. This does not mean that every prospective client needs customized content.

Creating brand-new marketing materials for every client is incredibly costly and time-consuming. Instead, group prospects by industry and pain point. Then, craft content that addresses their problem and highlights the ways that you can solve it.

4.   ABM is About Expansion

At the end of the day, account-based marketing is designed to help you grow your business. During the initial phases, you should target Tier 1 accounts. These are your highest value B2B clients

However, you should not limit yourself to Tier 1 clients. After you achieve success with this group, move on to Tier 2 accounts. This allows you to continually expand operations and generate more revenue.

5.   Social Media Channels Are Critical

Social media platforms are often another overlooked resource for ABM. By following your current and prospective clients on social media, you can gain valuable insights into their business. 

You should also build a strong social presence so that your company is highly visible. LinkedIn was practically built for ABM, though Facebook is a great option, as well.

6.   ABM Can Be Scaled

There is no one-size-fits-all ABM plan that will work for every single business. Don’t be afraid to adjust traditional ABM tactics to meet your specific resources, budget, and company size. When it’s utilized correctly, ABM can work at virtually any scale.

7.   An Account-Based Marketing Agency Adds Value

As a B2B business owner, you already have a full plate and then some. You are tasked with overseeing the day-to-day operations of your business and keeping clients happy. Not to mention the challenges of developing and implementing an account-based marketing strategy!

Fortunately, you do not have to do everything on your own. Account-based marketing agencies can be an asset when you’re creating an ABM campaign. While you will have to pay for the services, think of it as value added instead of money spent.

A quality ABM firm will help you to get your new plan up and running in no time. Plus, they’ll have the expertise to help you build your brand and acquire new B2B accounts!

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.