Account Based Marketing

A Beginner’s Guide

Let’s get straight in there.

What marketing techniques are you using to increase your visits, leads

and customers?

You most likely will have a PPC campaign, email workflows to a large database, broad

content to attract more audience etc

…

Yes?

That’s fine.

It works.

But you have to work hard to cut through the noise.

Personalisation is imperativeto digital marketing.

Personalised emails improve click through rates by 14% and conversion rates by 10%

Source: Aberdeen

You can access so much data from digital channels to create a personalised experience.

Social mediaEmail databases

Company profiling

To name a few.

And this is what Account Based Marketing is, well... based on.

So how does ABM work?

Much like sales does.

You target companies. Not markets.

Furthermore than that, you target the decision maker in

the company.

It’s not rocket science.

So here’s 3 ways in which Account Based Marketing is better different from traditional methods.

Psst, before we reveal all, subscribe to our blog for more expert

marketing insight. Don’t be shy.

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It’s that targeted there’s a red laser dot on it.

Rather than create campaigns that appeal to a market, ABM paves a direct

path of communication to the businesses you want to service or sell to.

But not with any old whitepaper or blog post.

When we say your marketing must be personalised, we mean Personalised with a capital P.

Bespoke direct mail

Personalised emails

Customised collateral

Unique content

Personalised.

Yeaahhhh. Fist pump.

It concentrates on individual accounts, not the industry.

You’ve decided on the companies to approach, now it’s time to know everything

about them.

Financial reportsFuture growth plans

Previous marketing campaigns

Find out as much as you can.

(It’s not creepy stalking. We promise you.)

It brings sales and marketing together in beautiful harmony.

“Businesses with aligned sales and marketing teams speaking the same language see an

increase of 32% annual revenue.”

Don’t have aligned teams? Expect to see a 7% decline.

Source: Forrester research

With ABM, your marketing and sales teams have the same goal. Sales conduct the

profiling, work out exactly what constitutes a potential customer then marketing can go

ahead and, well, market to them.

It’s a win win.

Why does it work?

ABM has a higher chance of conversion because:

● Every touchpoint is personalised

● The prospects are sales ready

● Sales and marketing are on the same page

● It creates a better user experience

And one more thing…

The majority of B2B organisations that measure the ROI of Account Based

Marketing said that it delivers a higher ROI than other marketing strategies.

Source: ITSMA survey 2014

Why wait to start your Account Based Marketing campaign?

We’ll give you the insight and advice you need to kickstart ABM. Book a free slot with our growth marketing expert now.

There’s nothing to lose, everything to gain.

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