Account-Based Marketing (ABM)
Deliver powerful, targeted outbound campaigns.
The ethos of good marketing has been — and remains — that we understand and empathize with the people we are trying to reach. We must offer them relevant content experiences that bring them toward us. That's 'inbound' thinking.
However, with so many businesses trying to leverage content the same way, the reality is that it's getting harder to win the attention of your audience. Harder to be seen. Harder to make a lasting impression.
Account-based marketing (ABM) provides a way to gain more value from your content by leveraging targeted campaigns aimed at high-value accounts that fit your ICP — and support your sales teams in the conversations they are having.
Let's face it — complex buying decisions are usually not made quickly, and they are not made by one person. The people involved will have different timing, different perspectives, different questions and different pain points. They will dip in and out of awareness, consideration and decision content on their own schedules.
We need to meet customers where they are with content that relates to their needs. To inspire curiosity and build trust, we need to be consistently seen by all account influencers. A strategic account-level motion of targeted communications that is in sync with sales efforts, leads to better outcomes.
Good for brand, good for results
Investing in brand building without clear consideration for growth or performance is wasteful. Conversely, investing in siloed growth campaigns without clear consideration of brand in creating the right conditions for that growth to occur, is folly.
When ABM is done well, the two intersect effectively. It's a sweet spot where you can gain more value from your investment of time and resources. It sits on top of a true integrated strategy, fueled by productive collaboration between marketing and sales. And that's a good thing to encourage — regardless of how and when you execute an ABM approach.
ABM for everyone.
ABM used to be seen as the domain of specialized, expensive platforms — only for large marketing teams with big budgets and sophisticated, fully-baked sales and marketing alignment. There are some great platforms out there like 6Sense that bring a powerful suite of ABM capabilities to the table, to great benefit. But the process of ongoing strategic alignment is iterative for everyone, no matter the size of the organization.
Emerging technologies like brandgen.io are becoming available that bring ABM paid targeting capability directly into tools like HubSpot. This tool already has key ABM functionality within the CRM, allowing for a seamless, unified view at both the contact and company level.
What is account-based marketing (ABM)?
ABM is a targeted marketing approach that focuses on engaging specific high-value accounts. It's gaining popularity because it allows for personalized messaging, stronger alignment between sales and marketing, and higher conversion rates.
How can ABM increase the value of inbound marketing efforts?
By leveraging ABM, you can align your inbound marketing content with the specific needs and pain points of target accounts, increasing engagement and conversion rates. It ensures your content resonates deeply with your target audience.
What are some best practices for implementing ABM effectively?
Start by identifying your target accounts and creating personalized content for each stage of their buyer's journey. Collaborate closely with your sales team, leverage data to inform your strategies, and continuously measure and optimize your ABM campaigns.
How does ABM strengthen collaboration between sales and marketing?
ABM encourages close collaboration between sales and marketing teams by involving them in the account selection process, jointly developing account-specific strategies, and sharing insights and feedback. This alignment leads to better targeting and higher conversion rates.
Does ABM really work?
You bet. ABM has been proven to generate higher ROI, increase deal sizes, improve customer retention rates, and accelerate sales cycles. Studies have shown that companies using ABM outperform their peers in terms of revenue growth and customer satisfaction.
What role do MAPs like HubSpot play in ABM?
Marketing automation platforms like HubSpot provide valuable tools for implementing ABM strategies. They enable you to segment and target specific accounts, personalize communication, track engagement, and measure the effectiveness of your ABM campaigns.
How can ABM help optimize content for different buyer personas within target accounts?
ABM requires you to create content that resonates with various buyer personas within a target account. By measuring engagement and response to this messaging, you can optimize your messaging and increase the chances of engagement and conversion.
What are some innovative ways to leverage ABM for maximum impact?
Consider using personalized direct mail campaigns, hosting exclusive events for target accounts, or developing interactive content experiences tailored to their needs. These strategies can make a memorable impression and deepen the relationship with your target accounts.
How can account-based marketing complement traditional lead generation strategies?
ABM goes beyond traditional lead generation by focusing on quality over quantity. It allows you to prioritize high-value accounts and build stronger relationships with key decision-makers, leading to more significant revenue opportunities and long-term partnerships.
Are there any specific metrics or KPIs that are crucial to measure the success of account-based marketing?
Key metrics for measuring ABM success include account engagement rates, pipeline velocity, deal conversion rates, customer lifetime value (CLTV), and revenue generated from target accounts. These metrics provide valuable insights into the effectiveness of your ABM efforts.