Account Based Marketing

ABM stands for Account Based Marketing and is a targeted approach to B2B marketing. This business to business (B2B) marketing includes marketing and sales teams working together to target the best-fit accounts to turn them into customers. Since there is a sea of competition in the marketing world, it is important to properly target the right potential customers. By targeting high-value accounts, you maintain the highest possible Return Of Investment(ROI). In doing so, you take into account marketing penetration, logos and account penetration. This marketing strategy is exactly what Account Based Marketing is all about.

By using Account Based Marketing, sales can be boosted with increased conversion by aligning sales with marketing. Addressing as many businesses as possible wastes a lot of time and does not create the best ROI. ABM has been around for some time but has changed with the new market and technology that exists today. This makes it more affordable and easier than ever to implement ABM strategy.

Employing Account Based Marketing 

Account Based Marketing consists of engagement, targeting and measurement:

• Engagement: Run cross-channel and personalized campaigns from a single platform. This merges every channel and creates comprehensive cross-channel campaigns and information
• Targeting: Use ABM technology to target and manage the right accounts to receive the highest ROI. When everything is in one place, it is easier to target all account lists. However, you can differentiate the types of account groups. The following parameters are a good place to start: product fit, high ROI, strategic importance, territory, competitors and quick wins
• Measurement: Measure and optimize the programs in which the success of the ABM strategy can be measured. Create clear dashboards (for accounts) that look at specific goals appropriate to your business

By employing Account Based marketing, the company can significantly increase ROI. A good ABM strategy increases revenue while shortening efforts. It also increases customer engagement by addressing them more personally. The most important thing for a good ABM strategy is to clearly map out the types of accounts. Once this is clearly mapped, we can look at personalizing the marketing for these accounts. Make sure the results are well distributed by account type in clear dashboards to show ROI. By measuring the results, the Account Based Marketing strategy can be increasingly optimized.