Casting a wide net can be a good marketing strategy for some products and services. Unfortunately, it can also mean spending a significant budget on the wrong audience.
Account-based marketing, or ABM, allows you to allocate more of your time and resources to focus on the right prospects to get the right results.
ABM takes the guesswork out of reaching prospects. Account-based marketing delivers highly personalized messaging to key targets wherever they are, separating you from the hordes of competitors who limit marketing to weekly email campaigns.
When you speak the language of pain points to the person experiencing it, they’re more likely to want to keep talking.
Shorten sales cycles with targeted content
The buying journey has more touchpoints than ever, and customers don’t just want more information before buying – they want it fast.
With ABM, you’ll intentionally place that information in customers’ hands so they can make the right decision more quickly.
Schedule a call to start capitalizing on meaningful customer targeting.
Get in TouchGet more of your offerings in front of current customers
The best prospect for a sale is usually a current customer, but if they don’t know your full portfolio, all they can do is go somewhere else when they have a need.
ABM helps you upsell by identifying which customers might be a good fit for other products and services – and puts that messaging in front of them to get you in the consideration set.
Unless you like continual customer churn, making the initial sale is only the first step.
When you deliver helpful content to existing customers, they’ll begin to see you as a trusted resource they can turn to – leading to repeat business and referrals that grow your business.
Voice of the customer research to gain an understanding of your target, their problems, where they need help, and how you can assist them
Customer journey mapping to learn how customers typically come in, what challenges they face during the buying process, and what kind of helpful content you can provide
Sales and marketing alignment to determine what companies to go after, what content to serve them, and how the hand-off from marketing to sales will happen
Content audits to determine what type of content you have and what still needs to be developed
Marketing channel selection to define our best options for reaching your target customers
Continual adjustments and KPI measurements for all tactics
Taking a more intentional and strategic approach to grow existing accounts and to land new ones that leverage an integrated sales and marketing effort is called account-based marketing, or ABM.
We routinely do voice of customer research for our clients, and we almost always uncover new findings that their salespeople were not aware of.
This blog covers how to prepare for launching an account-based marketing (ABM) campaign, but first, ensure your overall marketing strategy is ready for the demands of ABM.
Connecting with prospects can be hard, but it doesn’t have to be. The right account-based marketing strategy can get your message to the right audience.
