The B2B game is changing.
Don't lose track
Target the right accounts, create powerfull relationships and invest intelligently with ABM.
According to Sirius Decisions
Account-Based Marketing Guide:
of companies saw a higher account engaegment with ABM campaigns
99%
of companies said win rate was higher for ABM accounts
80%
of companies using ABM have reported an increase in their average deal size
73%
of companies achieved higher ROI with ABM accounts
92%
What is Account-based marketing?
ABM is a B2B marketing strategy that focuses on the marketing and sales team collaborating to convert the accounts that matter into customers. It's an effective marketing tactic used to target individual accounts and build relationships with them. It involves personalized marketing techniques, such as customized content, tailored offers, and personalized outreach to engage the best-fit accounts for your product.
With an ABM campaign you can get to design your marketing activities in order to reach those sought after clients, preparing powerful content that combines marketing, technology and comercial action.
Comes in various forms beyond the common perception of personalized customer experiences.
Let's explore the types:
Ways for approaching ABM
Strategic
Focuses on targeting 1-10 highly-valued accounts
1 to 1
Programmatic
Targeting 100-1000 identified accounts using ABM tactics
1 to many
ABM-Lite
Targeting 10-100
accounts that are alike
1 to few
Take a customer centric approach encouraging marketing and sales to collaborate on closing deals and continue working after the sale is done (renewal, cross-sell and up-sell)
1
Creates personalized content that addresses the particular needs of decision-makers
2
Account-based marketing requires you to customise everything for each account you invest your resources in. This way you can measure the effectiveness of your actions.
3
Account Based Marketing
Take a lead approach trying to get as many leads as posible
1
Creates common content trying to provide a solution that fits for everyone, always looking for new prospects
2
Traditional marketing does not offer easy-to-measure results and in many cases cannot be measured at all.
3
Traditional B2B Marketing
Traditional B2B marketing takes a broad approach to lead generation trying to capture as many leads as possible. However the problem with this is that the funnel gets smaller towards the bottom causing the vast majority of leads to vanish.
On the other hand an ABM strategy begins with identifying and targeting best-fit accounts. Marketers can then serve personalized messaging to decision-makers at these accounts on the channels they are actively using.
The sales funnel of a campaign using account-based marketing and a traditional sales funnel differ in several key ways.
Flip the funnel
The ABM sales funnel is more targeted and personalized. It starts with research and account selection, then moves on to engagement and personalization. Next, there is outreaching and qualification, where the ABM team focuses on tailored messaging and content suitable for their customers needs. Finally, the sales process is closed with the customer making the purchase.
This approach requires an in-depth understanding of the customer, tailored messaging, and a more customized sales process.
The traditional sales funnel is more generalized and less focused on individual accounts. It starts with creating awareness and driving leads, then moves on to nurturing those leads into qualified prospects and finally closing the sale. It relies on generic messaging and is less tailored to the customer’s needs.
Overall, ABM sales funnels are more focused and tailored to the customer’s needs, while traditional sales funnels are more generalized and less targeted. This can lead to more successful sales for ABM campaigns, as customers will be more likely to convert when they receive messaging and content that is specifically tailored to their needs.