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Account-Based Marketing (ABM) is a new trending method in B2B marketing and sales. You may think it’s something only large companies do. In fact, it’s something that may create more revenue for big as well as small companies.While B2B marketing is nothing new, it is evolving at a rapid pace, presenting exciting new opportunities to both organizations and marketing executives.
ABM (account based marketing) is not a marketing initiative. If it is a marketing initiative it will not be successful...it should really be called Account Based Everything’. Many content marketers know how important account-based marketing is, but don’t know where to start. Follow these best practices to make ABM work at your organization.
Five tactic of ABM Marketing 2017
When it comes to the process behind ABM, There is however five key components that are must haves:
Do your research? Identify your key accounts. Find out what they need AND what they want.
Put together your players. Determine the key players within your company, both Sales and Marketing that will be the “go to” people for your clients.
Create the content. personalization is key here. Get to know your clients’ companies inside and out and what they actually desire.
Pick your channels. Social media, email, maybe even snail mail. As long as the channels you pick reflect the channels your clients tune into!
Create the campaign. Once you have all your research completed, your team assembled and your methods of communication selected, it’s time to execute the plan and engage those key clients.
Five common scenarios facing sales leads in the ABM:
Low interpreted of your ability – The customer sees you as a supplier of IT solutions measured on price. But you want to be a partner talking to the business leaders and securing transformational projects.
Innovative your ideas– The customer relationship has been long-lasting; and now they want innovative ideas. But decision-makers don’t see you as innovators because you’re focused on delivering within existing contracts and capabilities.
Low share of wallet – You’ve won and delivered work within one part of a complex enterprise. But to secure revenue and top-partner status you need to leverage your position and secure strategic projects across the wider enterprise.
Distort holder– Established competitors work with your customer in key areas. But you need to penetrate new programmes to disrupt their grip and create opportunity for you.
Presentation of contract tendors – Strong competitors represent a real threat, offering innovative ideas and attractive deals to gain your sales. But you need to keep yourself attractive to the customer.