Account-Based Marketing (ABM) is nothing but an Account-Based Everything (ABE) framework, which needs perfect alignment between sales and marketing to ensure success. This presales strategy can tremendously benefit B2B marketers by enabling them to collaborate, customize, and enhance presales, sales, and after-sales support within a particular account segment.
Even though ABM is one of the most preferred strategies, businesses leverage it to engage their prospects and convert them into customers. However, many business struggles to draft an effective and unique ABM strategy that creates an impact in the total addressable market.
What is Account-Based Marketing (ABM)?
ABM is a presales strategy that focuses on resources within a particular target account segment within a market. This marketing approach leverages customized campaigns designed to interact with every account with marketing content tailored to specific attributes and requirements of the account. Account-based marketing offers a better view of the presales that only lead generation could offer about the potential clients. Marketing to current customer accounts to seize all the upselling and cross-selling opportunities is key to making the most out of all large accounts.
In this article, let’s explore the key principles for a successful account-based marketing strategy:
Data
Data is one of the essential principles for every account-based marketing strategy. Organizations must have a data-driven approach to selecting and segmenting the accounts. Moreover, businesses also need to personalize content and optimize campaigns based on marketing data, vendors, or tools. While enforcing an ABM strategy, businesses must gather and measure target accounts and their behavioral data through marketing tools like intent data vendors, marketing automation platforms, predictive analytics tools, and ABM solutions. The success of any ABM strategy depends on the level and accuracy of insights ingrained in the account-based marketing campaigns.
Prioritize time for the Most Valuable Assets
Regardless of whether organizations embrace reactive or proactive ABM strategies, it is crucial to determine the most relevant account-focused opportunities. CMOs should consider allocating all the necessary resources to these accounts to seize all the opportunities. Organizations need strict, disciplined, and strategic prioritization, which means your RevOps teams must be prepared to deny the account request if it does not fit the preferred profile.
Delegate Equal Responsibilities to the RevOps teams
Even though Sales, marketing, and customer success teams have different deliverables and operations tasks, they all are equal partners in accomplishing organizational goals. Delegating equal responsibilities to the presales, sales, and after-sales teams helps define the characteristics, actions, and behavioral factors of a key account the organization primarily targets. Once the teams align with each other, they can offer more strategic marketing content with valuable insights from the sales and customer support teams. Creating a better alignment between the customer-facing teams will help offer a consistent customer experience throughout the lifecycle.
RevOps teams need to determine what accounts to concentrate on at every stage of the buying cycle and develop cohesive playbooks with all key goals of the ABM framework to achieve desired goals. Moreover, it is also crucial to measure those revenue goals weekly, monthly, or quarterly to ensure the teams are aligned to achieve the entire organization’s goals.
Leverage Robust ABM Tools and Resources
Ingraining account-based marketing into the presales operations does not require a huge investment in new tools and resources. B2B marketing teams can design and implement an effective ABM strategy to achieve the desired goals. Organizations need to repurpose their marketing objectives and processes that help them scale.
Embrace Marketing Automation Tools to Customize ABM and Content Strategy
Achieving customized marketing results should be a primary goal of any account-based marketing initiative. Through the ABM approach, organizations must offer relevant marketing content to the prospect to increase customer engagement and conversion rates.
Account-based marketing strategies help organizations identify the decision-makers and influencers to engage them. Various artificial intelligence-based marketing tools are available in the market that helps marketers to customize their client interactions. Businesses need all the robust tools in the MarTech stack to ensure a successful account-based marketing initiative.
Conclusion
Embracing account-based marketing into the presales operations will enable organizations in the long term. B2B marketing teams with successful ABM campaigns will shift their focus from being product pushers to focusing on account needs. That’s how ABM works; it can support you in all the presales campaigns, from brand awareness and demand generation to client retention and acquisition. All the customer-facing teams should have a better alignment to focus effectively on clients’ needs, grievances, and pain points. OnDot Media helps B2B tech companies with account-based marketing leads to strengthen their sales funnel.
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