Why Account Based Marketing (ABM) is Key
Account Based Marketing is a key strategy in today's saturated business to business (B2B) environment. Marketers It's a much more efficient way to allocate your budget and target the right prospects.
Many marketing and sales teams are struggling these days because the leads that are being generated and pulled in via social media and other campaigns are not good prospects. They are either the wrong size company, the wrong industry, the wrong type of persona or don't have technology platforms that work within the company's products and technology solutions.
By taking the time to identify your ideal prospects and their characteristics, then the marketing team can target their marketing tactics and generate leads from the type of companies the selling organization is best suited to sell to, and from personas that are either decision makers or influencers within the buying organization.
The other benefit to target by accounts is that the campaign themselves can target those types of companies. The content strategy can be design with Use Cases, White Papers and testimonials featuring similar organization. Targeted content will resonate with the target audience and entice the prospects to engage deeper with the content. This will drive highly-targeted prospects to your website and start to nurture them about your brand, products and services.
Another ABM strategy is to identify your top 5 or 25 prospect accounts. For those, the marketing team can partner with the sales team to invest in a more robust marketing campaign such as direct Linkedin and Twitter follows and Connections and direct instant message outreach within those platforms. Promotional items can also be design and mailed (yes, snail mail) directly the prospect whether it's chocolate, a notebook, a phone charger, wireless ear buds, etc.
The entire strategy should be developed between sales and marketing together, with a team approach, understanding who you are targeting, what the tactics are, who will be executing which aspects of the program, and very importantly, how it will be measured and adjusted.