A great deal of confusion exists about ABM, especially when reality seems to conflict with best practices. If you view ABM as primarily a data challenge, you can start to clear things up. Read on to find out how.
The key goal of account-based marketing (ABM) is to deliver specific messages and offers to specific accounts. Instead of a one-size-fits-all marketing messages of traditional marketing, the new world of ABM promises highly tailored and personalized messages that respond to customer pain points, goals, motivations and interests. It’s perhaps no surprise, then, that marketers have embraced social media as a key part of their overall ABM marketing strategies. After all, it’s on...
Many marketers still struggle with their ABM strategies. However, once you start seeing ABM as a subset of everything you do, the confusion begins to lift. Find out more about to clarify things when it comes to ABM.
You may have heard of ABM but may still be wondering what it is and if your organization could actually benefit from it. In this article, we will explore what ABM is, who benefits from it, and pose a few questions to ask yourself in the quest to figure out whether or not ABM is right for your company.
Account-based marketing means marketing to a set of accounts that fit an ideal customer profile (ICP), based on the common traits of previous and existing customers. These common traits can be identified by your sales team and by examining and comparing data points in your CRM. To successfully identify an ideal customer's traits, your CRM must contain quality data. What is quality data? Read on to find out.
Even if your Account-Based Marketing (ABM) strategy has been producing results, you may have recently noticed a decrease in conversions or a blip in your revenue stream. These are signals that indicate it’s time to revisit that ABM strategy and see what needs to be revised to reflect changes in your B2B audience or the trends and desires driving their purchase decisions. You might want to look at refreshing content, focusing on growth, and personalization.
ABM takes considerable practice to achieve what it’s capable of. However, it’s well worth the trial and error to determine what data will move the needle and how you can measure its effectiveness. Its personalized approach can fuel customer growth and your bottom line — all you have to do is sidestep some common mistakes to see it get traction.
It takes the communication and commitment of every team involved to launch an ABM campaign that balances quality and timeliness. Everything—from the big idea to the execution—must be unified. A connected approach will not only improve the distinctiveness of your campaign, but will work to galvanize corporate stakeholders and ultimately your brand’s reputation.