Most of us agree that it feels good when someone we’ve just met makes it a point to remember and greet us by name. That personal connection is the warm and fuzzy foundation of the latest industry buzzword: ABM, or Account Based Marketing. ABM is the practice of targeting individual prospect/customer accounts, as opposed to taking a broad-based approach to marketing to wider groups or verticals.
While we’ve actually been doing this for years, the recent clamor surrounding ABM stems from the fact that today, with the advent of intuitive online tools, it’s easier than ever to combine sales and marketing in one seamless effort. Now, the left hand effortlessly works in conjunction with the right without wasting time and energy bouncing back and forth between departments.
Essentially, ABM is a laser-focused B2B strategy that allows us, as marketers, to hone in on potential/existing customers within a market, and then deliver personalized messaging that resonates with them, using specific and relevant channels.
According to the latest data from Aberdeen, 75% of customers prefer personalized offers. The ABM approach is rooted in that personalized customer engagement: It aligns sales and marketing efforts to target, engage, and then generate revenue from high-value customers or leads.
This summarizes the basic ABM steps:
- Define high-value accounts/prospects and prioritize based on revenue potential
- Identify key players and decision makers within each organization
- Strategize content and messaging that speaks to the organization’s specific business challenges and makes a personal connection
- Identify key channels best used to communicate with your target audience
- Launch targeted, coordinated campaigns aligning sales and marketing efforts while managing content delivery across all channels
- Test, measure and re-deploy as needed
Done right, ABM requires a data and lead-generation platform and a system for managing the moving parts of an integrated marketing and sales effort. If you’re interested in learning more about the options available, click here for a great blog that outlines the Top 12 ABM Tools.
Have you used any of these platforms as part of your ABM effort? I’d be interested in hearing from you firstname.lastname@example.org.