If you’ve come this far, it’s because you’re looking for new strategies to optimize your sales . Inbound Marketing is an efficient way to attract customers, but Account-based Marketing (ABM) is a strategy that can help you even more with your sales. Keep reading to find out more.
What is it?
Account -based Marketing (ABM) is a growth buy bulk sms service strategy focused on marketing and sales collaborating to create personalized buying experiences for an identified set of high-value accounts .
What is the difference between Inbound Marketing and ABM?
Unlike Inbound Marketing , which focuses when should you send easter emails? its strategies on specific markets and business segments, ABM focuses on key accounts. Furthermore, it also goes beyond simply finding new customers. It seeks to sell more and take advantage of so-called cross-selling, focusing on the quality of leads rather than the quantity of leads generated. While Inbound Marketing is carried out only by the Marketing department, ABM is also carried out by the sales department . As a way to identify your customer, ABM uses the Ideal Customer Profile (ICP).
Below we have separated seven principles for you to build a strong ABM strategy.
Plan
Raise awareness and coordinate all ao lists marketing and sales teams , define your current situation and key accounts, define budgets, resources, objectives and KPIs.
Identify target accounts
Marketing and sales need to decide together which accounts they are targeting.
Identify your key accounts
You need to define your Ideal Customer Profile (ICP) and identify the three different levels of ABM. They are:
Low-level: Leverage technology to tailor and personalize marketing campaigns for specific named accounts at scale.
Mid-level: Create and run slightly customized programs for clusters of accounts with similar problems and needs.
High level: Create and run highly customized programs for individual accounts.
Map accounts
Determine the key decision-making roles of your strategies, create personas of your top two to three contacts , build your contact mapping, and construct your decision circle.
Customize your content strategy
Analyze your past marketing efforts with your target accounts to find out what their problems are and whether you have solutions for them , then create an editorial strategy and ensure you have content that addresses their strategic challenges.
Launch your ABM campaign
Coordinate your approach across three dimensions: target contacts, content and channels, and create an “attack” scenario for your account.
Track, measure and analyze your ABM campaign
Don’t forget to track your qualitative marketing KPIs and quantitative sales KPIs , whether you are reaching your target accounts, which media and channels are generating results , what is the number of contracts signed, revenue generated and returns from different accounts.
