Guide to reaching and converting customers with account-based marketing (ABM)
Posted: Wed Dec 04, 2024 4:21 am
Strategy
Boost your brand's results with account-based marketing (ABM). We explain everything you need to know to achieve it.
Strategic thinking has always been key to achieving results. From the strategies at hand, account-based marketing (ABM) stands out for focusing on helping brands reach the right customers and thus achieve greater conversion of their sales.
For this reason, we developed a guide that explains the step-by-step process of ABM in creating strategies that attract and convert more.
Account Based Marketing
Table of Contents:
What is account-based marketing?
ABM: why apply it and for which companies is it recommended?
ABM and B2B marketing
Key elements before designing an ABM strategy
Three steps to create a successful ABM marketing strategy
Key indicators to measure results in ABM
account-based marketing (ABM)
What is account-based marketing?
Focusing the brand's efforts on the right audience: that is the goal of ABM and what makes it an efficient marketing strategy .
In short, in ABM, brands focus their efforts on key accounts; that is, those that have relevant characteristics for the brand . In this way, the investment of time and resources in the wrong audience is vp communication officer email list reduced. In this marketing model, not only the marketing management of the companies participates, but also other teams, such as sales. In this way, the company comes together to develop a more focused and clear marketing strategy .
Brands and businesses looking to implement ABM into their marketing strategies could start with a simple strategic shift:
Moving from focusing on leads to focusing on account-based marketing .
Communicate messages to an ideal customer profile, rather than to non-clearly defined audience groups.
Account-focused ABM
Account-based ABM is a form of ABM marketing that focuses on specific contacts or companies. To be successful in this modality, it is necessary to know the target audience well, choose the accounts or companies that you want to capitalize on, and select the profiles with decision-making power within those companies. In general terms, this strategy is based on one-to-one marketing .
For Daniel Frohnen, Marketing Director of the Sendoso agency, the key is to start with small steps. For example, choose just one account and put all your resources into it to make the strategy successful.
In ABM strategies, it is important to have technological tools that allow for adequate segmentation. A content marketing strategy is also essential to create valuable and personalized content for specific companies and audiences.
In practice, this means that if the goal is to capitalize on a specific company or a decision-maker within it, a unique and differentiated campaign must be designed. For this reason, ABM strategies are very effective, but it must also be taken into account that they tend to be more expensive.
account-based marketing (ABM)
ABM: why apply it?
Less than 1% of leads generated in traditional B2B marketing turn into customers, according to Forrester. Put another way, 99% of what businesses invest in their campaigns is wasted.
Imagine if all those leads that register on your brand or company's website fit perfectly into your customer profile and become sales. In other words, a world in which brands do not invest time, resources and budget in the wrong target .
In recent years, brands have stepped up their efforts to attract potential customers through inbound marketing and content marketing strategies , although often without a clear purpose. This is precisely where account-based marketing can be key in efforts to obtain better results and transform potential customers into sales.
However, the goal is not to rule out other marketing strategies , but to find the perfect combination of strategies that fuel brands' efforts and maximize their results.
Boost your brand's results with account-based marketing (ABM). We explain everything you need to know to achieve it.
Strategic thinking has always been key to achieving results. From the strategies at hand, account-based marketing (ABM) stands out for focusing on helping brands reach the right customers and thus achieve greater conversion of their sales.
For this reason, we developed a guide that explains the step-by-step process of ABM in creating strategies that attract and convert more.
Account Based Marketing
Table of Contents:
What is account-based marketing?
ABM: why apply it and for which companies is it recommended?
ABM and B2B marketing
Key elements before designing an ABM strategy
Three steps to create a successful ABM marketing strategy
Key indicators to measure results in ABM
account-based marketing (ABM)
What is account-based marketing?
Focusing the brand's efforts on the right audience: that is the goal of ABM and what makes it an efficient marketing strategy .
In short, in ABM, brands focus their efforts on key accounts; that is, those that have relevant characteristics for the brand . In this way, the investment of time and resources in the wrong audience is vp communication officer email list reduced. In this marketing model, not only the marketing management of the companies participates, but also other teams, such as sales. In this way, the company comes together to develop a more focused and clear marketing strategy .
Brands and businesses looking to implement ABM into their marketing strategies could start with a simple strategic shift:
Moving from focusing on leads to focusing on account-based marketing .
Communicate messages to an ideal customer profile, rather than to non-clearly defined audience groups.
Account-focused ABM
Account-based ABM is a form of ABM marketing that focuses on specific contacts or companies. To be successful in this modality, it is necessary to know the target audience well, choose the accounts or companies that you want to capitalize on, and select the profiles with decision-making power within those companies. In general terms, this strategy is based on one-to-one marketing .
For Daniel Frohnen, Marketing Director of the Sendoso agency, the key is to start with small steps. For example, choose just one account and put all your resources into it to make the strategy successful.
In ABM strategies, it is important to have technological tools that allow for adequate segmentation. A content marketing strategy is also essential to create valuable and personalized content for specific companies and audiences.
In practice, this means that if the goal is to capitalize on a specific company or a decision-maker within it, a unique and differentiated campaign must be designed. For this reason, ABM strategies are very effective, but it must also be taken into account that they tend to be more expensive.
account-based marketing (ABM)
ABM: why apply it?
Less than 1% of leads generated in traditional B2B marketing turn into customers, according to Forrester. Put another way, 99% of what businesses invest in their campaigns is wasted.
Imagine if all those leads that register on your brand or company's website fit perfectly into your customer profile and become sales. In other words, a world in which brands do not invest time, resources and budget in the wrong target .
In recent years, brands have stepped up their efforts to attract potential customers through inbound marketing and content marketing strategies , although often without a clear purpose. This is precisely where account-based marketing can be key in efforts to obtain better results and transform potential customers into sales.
However, the goal is not to rule out other marketing strategies , but to find the perfect combination of strategies that fuel brands' efforts and maximize their results.