but… what exactly is all the fuss about?
Account-based marketing (ABM), is another way of saying ‘focused or personalized’ B2B marketing. ABM is really nothing new as it has been around for quite some time now, just that we hadn’t put a name to it.
Account-based marketing consists in identifying our key accounts and then, targeting these. What has changed is the way that we can now employ technology to help us do this at scale. If you are sitting there wondering what I mean by ‘at scale’ when referring to ABM, well that’s the fun part! I mean that we can target thousands of specific contacts, the right contacts, in a personalized manner, specific to each vertical type, rather than just aiming frantically for the sky… and hoping to hit.
In summary, in ABM, we identify our best fit prospects, according to a fixed set of criteria, then, focus our effort on engaging these, on their terms rather than on our own. We are interested in engaging and targeting specific prospects that have a higher probability of buying from us, rather than, well frankly, anyone. And then we adapt our business profile to their specific needs.
In this webinar, I go over the concept of ABM and the reasons behind why it makes us rethink some of the tactics involved in our content marketing strategy. Then I provide the 7 essential elements that make up an effective ABM strategy. At this stage, it is essential to remember that the key to any initiative is the team that drives it. I will move onto providing tips for organizing your ABM team and explain the importance of having sales and marketing in line and working together like a well-oiled machine.
Once the perfect team and dynamics is in place you can start thinking about your best fit accounts, so don’t miss out on the section dedicated to this! The last section but one is dedicated to identifying the key stakeholders therein.
Finally, don’t lose sight of the idea that ABM is a mid to long term strategy. So, it is important that you know exactly what metrics to look at and what you want to get out of these as this does differ from the traditional demand gen model.
The following webinar by Alexandra Cowen draws up the secret behind identifying those all important ABM accounts.
What’s in the video?
- The concept of ABM and the reasons behind why it makes us rethink some of the tactics involved in our content marketing strategy.
- The 7 essential elements that make up an effective ABM strategy.
- Identifying your best fit accounts.
- Understand what metrics to look at and what to get out of these.
Content focus and teamwork is the absolute key in any marketing strategy no matter the size of your company. With ABM we need to scale up and personalize on every level, learning how to adjust our value proposition to meet with our target accounts identified. Remember, here we are doing things on our accounts terms, not ours. Try an all in one content marketing platform to help you create dynamic ABM content hubs specific for each account.
I hope that you enjoy the webinar!