What is Account based Marketing (ABM) ? Account-based marketing (ABM) is a highly focused business strategy in which a marketing team treats an individual prospect or customer like its very own market.
The marketing team can create content, events, and entire campaigns dedicated to the people associated with that account, rather than the industry as a whole.
ABM has a high RoI - 97% B2B marketers believe that ABM has a higher RoI whereas 70% marketers identify ABM to be a top-most revenue generation strategy.
How to start Account Based Marketing? Account-based marketing is a joint exercise conducted by sales and marketing teams. Here are the steps to implement ABM:
1. Identify your target market: This includes identifying the
2. Research Accounts: Here you deep dive into the list of companies that you have identified. For each company on your list, you need to understand their organizational structure - who are the decision-makers & influencers. You can use LinkedIn’s advanced Search feature to find prospects within the target organizations.
3. Create content: Content should speak about pain-points of employees & targeted business. Different content formats could include blogs, infographics, video, eBooks, podcasts, slideshare presentations, checklists and other resources built specifically for decision makers at your target companies.
4. Choose your channels & execute: Once you have identified your target companies and have created content for them, its now time to reach out to the prospects. How should you reach out to the prospective account? It depends on where the decision makers are spending their time online - potential channels include Facebook, LinkedIn, Twitter, Email, Pinterest or a call. You need to send out the same message to the prospect at the account across multiple channels to create an impact.
5. Measure campaign performance: There are some questions that you need to ask yourself / your team.
The type of metrics you measure will depend on each stage of the prospect