Account-based marketing is an excellent technique for businesses to laser-focus their B2B sales and marketing strategy (ABM). ABM is a technique for reaching a certain set of target accounts that your sales and marketing teams agree on.
It substitutes the traditional method of attempting to reach a large group with a one-on-one, individualized approach. It works best for your sales force since it assists them in landing high-value clients that generate income.
In truth, it’s a collaborative effort between your sales staff and marketing. When it comes to ABM, bringing your sales and marketing teams together should be a top focus.
Continue reading for more information on how to implement this and other ABM recommended practices.
Make sure sales and marketing are on the same page
ABM success requires synergy between sales and marketing. Marketers labor to qualify prospects, but salespeople are frequently the ones that assist establish or narrowing down a target account list and closing the transaction.
You can only reach this aim if you work together. Joint meetings to discuss possible accounts, sending ideas and data back and forth, and integrating your sales and marketing technologies are all effective ways to bring your teams together.
Create a client profile that you’d want to work with
An ideal client profile (ICP) is a description of the kind of firm you wish to work with or that your team believes would be a good match for your business. It will be difficult to construct your initial list of target accounts and, as a result, difficult to promote to them without an ICP.
A B2B firm with 50-100 people in the Northeast area of the United States that generates at least $3 million in yearly sales is an example. Look at particular company-wide difficulties like the size of their client base or their budget, as well as personal qualities like whether you like to deal with a hands-on or hands-off point of contact, to develop your examples.
As usual, include your sales and marketing departments in the development of your ICP.
Compile a contacts List
Once you’ve mastered the ICP, it’s time to create a list of contacts to promote to and work inside your company’s CRM system. If you’re using HubSpot, you may use their ABM tools to provide automated target account suggestions or manually identify contacts as target accounts using a business record, importing them, or creating a process.
You may also identify who has purchasing authority inside your target account in HubSpot, so your sales team knows who to contact. You won’t be able to track your progress or optimize any of your efforts over time until you fill up your list.
Make content that is personalized
Personalization is crucial in ABM since you’re dealing with a list of target accounts rather than generic buyer profiles. So, take your time and investigate these stories.
You’ll need laser-focused material that demonstrates that you understand their specific requirements and difficulties and that you have the best answer. You can also use HubSpot’s capabilities to generate smart content for landing pages and emails that changes based on business and name tokens.
Similarly, you’ll need to contextualize your content distribution. Because most ABM tactics are aimed at B2B organizations, LinkedIn is a better choice.
DemandBase is also a viable option for ABM marketing success!
Know what you want to achieve in the end
Companies often focus their ABM efforts on revenue creation rather than lead generation. The majority of your objectives will revolve around this.
For instance, with ABM, how much growth do you want to see in a month or quarter? You should also make an effort to be as descriptive as possible.
Consider how many new accounts you’d want to get. Are you attempting to get the services of your ideal client?
You can’t adequately assess and alter your content, distribution, or target list if you don’t know what you want out of your ABM approach. And if you can’t accomplish that, you won’t be able to achieve your objectives!
Please don’t hesitate to contact us if you need any more assistance identifying your ICPs, tailoring material, or anything else!
Thanks to Kelly Groover at Business 2 Community whose reporting provided the original basis for this story.
