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A Comprehensive Guide to Account Based Marketing and ABM Campaigns

Estimated reading time: 2 mins

Today’s business environment is more challenging than ever before. There’s increased competition, economic pressures, and clients have high expectations.

It forces companies to meet customer demands while doing more with less. That’s changed the sales game dramatically. It’s shifted from a close at all costs mentality to one where relationships are the driving force behind the sales process.

Account-based marketing (ABM) allows companies to do more with less and foster relationships that will turn into sales. Read on to learn what account-based marketing is and how you can launch ABM campaigns in your business.

What is Account-Based Marketing?

You’re probably wondering just what is ABM?

ABM campaigns take a close look at all of your leads. Based on past interest and behaviors, you can take the leads most likely to close and assign them to your sales team.

Your sales team becomes responsible for cultivating those relationships. Sales teams with high-ticket items find this method of selling useful because it allows them to develop relationships with all stakeholders who need to approve a purchase.

How to Launch ABM Campaigns

Now that you realize how powerful ABM campaigns can be for your organization, how can you leverage them in your business?

Analyze Your Leads

One advantage of running ABM campaigns is that your sales and marketing teams have to work together. In most cases, these teams are butting heads.

Your marketing team will analyze your leads to discover which ones are the most responsive to your organization’s marketing messages.

For example, if a lead filled out a form of interest or downloaded a whitepaper, they’ll be scored as a high-interest lead. Another example is someone who opens up emails frequently and clicks on links to your site.

Identify Key Messages and Stakeholders

There’s a team of decision-makers in these organizations. The marketing team will decide which accounts should be targeted. The sales team will do some deep digging to find out who the key decision-makers are and what their main challenges are related to your product or service.

The sales and marketing teams will create highly targeted messaging campaigns for each account. These messages are tailored to each account’s needs and goals.

Find the Right Marketing Channels

Your next step is to find out where your target accounts are. There’s no point in running ABM campaigns if your messages don’t reach the intended audiences.

Sometimes, marketing on LinkedIn will work, since that’s where many B2B companies spend time. Another option is to run display ads or a retargeting campaign for those who have already visited your website.

Reporting & Results

You always want to measure your results for each campaign. That allows you to refine your messages or your marketing channels.

It also lets you measure the ROI for each campaign, which can be valuable in the long run.

ABM Campaigns Can Transform Sales

B2B companies have several unique challenges, including maximizing sales.

Running ABM campaigns allows you to identify your top leads and target them with customized content. It’s much more effective than taking a ‘spray and pray’ approach to sales because it’s so highly targeted.

Would you like more content to help you in your business? Visit the blog regularly for the latest business news and tips.

 

About the author /


Simon is a creative and passionate business leader dedicated to having fun in the pursuit of high performance and personal development. He is co-founder of Applied Change, a Business Change consultancy based in the UK. Simon is also an Ambassador for Gloucestershire business. Simon is an Associate Member of the Chartered Institute of Professional Development.

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