What is Account Based Marketing (ABM)?
Forget spray and pray advertising and focus on marketing to the bulls-eye! Account Based Marketing focuses on specific targeted companies and individuals within a company, marketing to them with the right content and offers along the research and purchase intent continuum.
1) Defining the Ideal Customer
Your sales team has it’s eye on what they consider to be their dream accounts or named accounts. In Vegas they call those targets “Whales”. Be specific in defining the core accounts and Firmograhpics, as to broad a target will result in a lengthy list you will not be able to zero in on.
TIP: Look at customer success, which targets are the perfect fit for your offerings!
2) Building Your List
Your inputs should include data from your CRM. Firmographics as defined by size of company, industries. Role based filters including job title, seniority. Choose relevant accounts and scope out the true opportunity set. Know your customers and key contacts to profile.
TIP: Prioritize your list based on odds of getting a meeting with you!
3) Developing Your Value Proposition
Using a combination of sales intelligence and marketing intelligence develop profiles and content consumption to match personas. This will help you develop proper messaging and specific offers to generate better conversions and leads. Custom content for industry or company size should target the right stakeholders and execute across multiple marketing channels. The objective is to build relationships transform the customer perception and act on customer feedback.