Account based marketing: the power of the best synergy
One of the most successful alternatives for any B2B marketing or sales professional is the implementation of Account Based Marketing strategies in their organizations.
A widely shared definition in the sector summarizes it like this: in ABM (Account-Based Marketing), instead of fishing with nets, you fish with spears. You sharpen your aim: you identify the prospects with whom you want to do business and, in a very fine and precise way, you relate to them. It is not about the sea, nor the river. It’s about fishing in the big fish tank.
In a more technical definition, Account-Based Marketing is a B2B (business-to-business) marketing strategy that focuses on identifying and targeting specific accounts of potential or existing customers rather than targeting a broader audience.
In other words, instead of creating general marketing campaigns and waiting for sales opportunities to arise organically, ABM focuses on specific, personalized objectives for key accounts.
That way, with all resources optimized and prioritized toward a well-defined objective, companies can increase the relevance of their messages and multiply the probability of success in acquiring new customers and retaining existing accounts.
ABM: the power of the best synergy
One of the main characteristics of the ABM methodology is that it proposes a strategic approach that is developed jointly between sales and marketing. There must be solid collaboration between departments focused on commercial traction and those focused on conversion so that the use of resources is as intensive as it is efficient.
The execution of ABM must be structured and there must be coordination between areas, allocating the best potential clients the best resources to work on specific accounts. That is precisely why we talk about applying intelligence to the commercial process, aligning actions to target a very well-defined area of the commercial funnel.
The most powerful strategy for B2B business
In recent years, hand in hand with new technologies and innovative processes, the ABM strategy has been gaining prominence in the marketing and sales areas of companies. Its growth has to do with the fact that it provides a much higher ROI than traditional Inbound programs.
The benefits of Account Based are many: it improves the way of working and the connection between the marketing and sales teams; makes the use of resources more efficient; increases ROI; deepens the relationship with the client, promoting a long-term bond.
What does theAccount-Based Marketing
As we said, withthe B2B ABM methodology, all actions, analyses, resources, planning and campaigns executed are aimed at achieving the desired impact on our target accounts.
The components of ABM are:
- Target account selection: The first stage of ABM involves identifying specific accounts that are considered strategic or high value. This is often based on criteria such as company size, industry, history of business relationships, or income potential.
- Sharpen your gaze: At this stage, you also try to identify who the most important contacts are in each account. The aim is to collect as much information as possible and identify the challenges these accounts face in order to offer them personalized marketing campaigns aligned with the needs of their business.
- Personalization– Once target accounts have been selected, highly customized marketing and content strategies are developed to meet the specific needs and challenges of each account. This may include messages, offers and content tailored to each account’s unique situation.
- Precise channeling and orientation– ABM uses a variety of marketing channels, such as email, online advertising, social media, and events, to reach target accounts accurately and efficiently.
- Measurement and monitoring– Specific metrics are used to measure ABM success, which go beyond traditional marketing metrics such as lead generation. Metrics can include target accounts’ advancement through the sales cycle, revenue growth per account, and customer retention.
- Scalability: Although ABM focuses on individual accounts, it can be scalable and applicable to a variable number of target accounts, from a few strategic accounts to a broader list, depending on the company’s objectives and resources.
It is important to emphasize that executing a process of these characteristics is a challenge that requires the procedure, technology and specialized resources at each specific moment. In ABM, quality is what makes the difference.
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