3 A’s of Account-Based Marketing
ABM provides the highest return on investment from any B2B marketing strategy or tactic. Read how these 3 As define why ABM is the way to go.
Acceleration
ABM accelerates the sales cycle. In a complex B2B sales cycle, the buyer is seldom an isolated person. Dozens of decision makers can usually be involved in purchasing decisions. So why risk going the same way?
Because ABM actively employs all influencers and decision makers, ABM transactions move faster and are less congested.
Alignment
ABM closely aligns your sales and marketing teams AND aligns your customer experience.
Often, sales and marketing teams are inseparable. Account marketing requires that sales and marketing focus on the same accounts according to specific and general criteria. When all the key stakeholders, SDRs and marketers are fully committed to ABM as a long-term strategy, there is nothing but the potential for success.
Because sales have the accounts they care about the most, ABM can help marketers focus their resources on those accounts. By creating account profiles that identify account goals, decision makers, purchasing process / responsibilities, media / channel preferences, company initiatives, influential trends, needs, and high-value offerings, marketing and sales teams can work together to create specific content and strategy.
In terms of customer experience, ABM provides the consistently needed experience that customers demand. The highly customized approach means that all interactions are channel-aligned and targeted for maximum matching. Your company is read as one unified, compelling story.
PENETRATION AND EXTENSION OF THE ACCOUNT
In ABM, smartly extend the account to existing customers.
Demand metrics published in 2015 December. In the report, more than half of the members of the short-term segment use the ABM for less than a year, and more than half of the members of the high-term segment use the ABM for two or more years. Using ABM is a long-term investment, but once reconciliation has taken place, account penetration and acceleration are just around the corner.
The misconception that ABM is just about acquiring new customers is wrong. The most mature segment of ABM users becomes equal to or larger due to cross-selling and / or sales to existing customers. For ABM users with a large customer base, this cross-selling motive can easily overshadow the search because the motive encourages the use of ABM.
We all know that it’s easier to retain revenue and sell to existing customers than to attract new customers; Account Based Marketing focuses more of the marketing department’s efforts on such high ROI activities. In fact, in 2015. December. The High Performance ABM Capacity Comparative Report found that while the main motive for less mature ABM applications is the search for new customers, as ABM matures, the motive shifts sharply toward cross-selling to existing customers.
While cross-selling and selling are multiple, keep in mind that the most successful ABM strategies typically cover a wide range of content formats and channels, such as image ads, website content, email. Emails, phone scripts, and more.
AAA SUMMARY
ABM is a powerful combination of people, processes, and technologies that allow marketers to land big fish with a focus on quality rather than quantity. VGV is a strategy that focuses 100% of the time, resources, and effort on specified accounts that your company chooses to have the greatest potential. ABM transaction sizes are higher, and research shows that systematic ABM discipline far outweighs more ad hoc or uncoordinated approaches in the past.
