ABM/Account-Based Marketing: A Crash Course for Beginners
What started as a fringe business-to-business (B2B) marketing concept has quickly evolved into one of the most commonly-used strategies in the B2B world. We are talking about the outreach and lead generation methodology known as account-based marketing or ABM.
While you have likely heard of ABM before, you may not be able to make heads or tails of what it is or how it might enhance your B2B marketing efforts. That’s why our pros created this crash course for account-based marketing beginners.
Below, we give you the scoop on ABM so that you can decide whether it is the right approach for your business. We even show you how to accelerate your account-based marketing efforts with a few proven strategies.
So What Is ABM Anyway?
Account-based marketing is a specific digital marketing strategy that is designed specifically for B2B businesses.
In traditional marketing, businesses often cast a wide net with their outreach efforts in order to increase brand awareness and generate leads. While this approach can be effective in the business-to-consumer industry, it is extremely inefficient for B2B sales.
Conversely, account-based marketing uses a more precise approach. This strategy involves identifying and targeting key accounts with tailored marketing content that addresses their individual pain points. B2B entities leverage ABM to zero in on a few high-value accounts that have a need for the products or services that they offer.
Account-based marketing increases the return on investment for marketing efforts by eliminating waste and allowing businesses to focus on a handful of prime clients. Businesses can avoid throwing their marketing resources down the drain advertising to clients that have no need or interest in their products.
Why the Hype?
Account-based marketing has taken the B2B sales industry by storm for one simple reason — it works. According to HubSpot, 87% of marketers report that account-based marketing outpaces other outreach and client acquisition activities. HubSpot also found that ABM improves the average lifetime values of B2B clients and enhances win rates.
Did we mention that ABM often produces larger deals and boosts client engagement as well? As you can see, all of the hype surrounding account-based marketing is well earned. It provides a reasonable approach for the coordination of your ongoing marketing spend.
How You Can Implement an Effective ABM Strategy
Implementing your own ABM strategy is a great way to increase the efficacy of your marketing efforts, achieve sales goals, and generate more revenue.
If you are interested in leveraging the power of ABM, we recommend that you start by identifying your highest priority accounts. From there, you will need to do your homework and learn the pain points facing each of these organizations.
Next, start crafting some captivating and personalized marketing content to target these high-value clients.
Once your content is crafted, you will need to decide when, where, and how to deliver these materials to your audience. Find out which channels stakeholders and decision-makers are most active on.
After you identify which channels you will use, all you need to do is launch your campaign and monitor your results. To maximize the success of your campaign, check out these ABM optimization tips.
ABM/Account-Based Marketing Solutions from Insights ABM
Want to bypass the learning curve associated with deploying a new marketing methodology? If so, then why not partner with a results-driven account-based marketing firm like Insights ABM.
Our dynamic collective of digital marketing professionals knows what it takes to get you noticed by high-value clients. To learn more, we invite you to book your no-obligation consultation. We look forward to helping your business stand out in the virtual marketplace.