What is account-based marketing?
Account-based marketing is a form of marketing strategy for the business that focuses on winning particular accounts by using good targets and highly personalized campaigns. According to the Information Technology Services Marketing Association (ITSMA), Account-based marketing has much of a holistic approach. It does not rely upon the campaigns that are usually created for the whole market, but for individual accounts that have their markets and rights. It usually focuses on the Business to Business (B2B) approach.
ABM (Account-based marketing) is very different as it acknowledges different points of view of all the people of each account. For more information visit here – Experienced seo company in delhi.
Similarly, Account-based marketing and SEO are the best partners. The marketers can easily increase the engagement on their website, reach out to more people by combining SEO and Account-based marketing.
Account-based marketing vs Inbound Marketing
Here are some key points about ABM and what it focuses on –
- Highly targeted marketing
- The main focus is on accounts and not industries or markets
- Account-based marketing targets customers as well as prospects.
Whereas inbound marketing focuses on –
- Markets and industries
- The main focus is on the quantity and not the quality of the content posted.
- The research tool focuses on buyer persona
Hence, ABM best suits outbound marketing. SEO helps marketers to recognize potential customers and reach out to them.
Components of Account-Based Marketing
Account-based marketing has three components – targeting, engagement, and measurement.
- Targeting –in Account-based marketing, you can explore the side of technology and manage and target accounts that you know are worth the time and are in high ROI. The kind of accounts you want to target and have already targeted highly depends upon the kind of organization you run and the kind of importance you give to strategic goals.
- Engagement –Account-based marketing is the solution to run two (or more) marketing channels together. It also lays a foundation so that you can deliver good, well-informed cross-channel campaigns to the accounts you have targeted.
- Measurement –the strategy that you create for your Account-based marketing should be measurable. To make things easy for yourself, you should build a dashboard where you can find the specific accounts, analysis of your revenue, targets, etc. Check out for more details – Experienced SEO services company.
Benefits of Account-based marketing
The companies trying to target the large accounts – Account-based marketing provides you with many benefits other than just marketing approaches.
- Personalized marketing approach –marketers create personalized messaging for the targeted account and tailor their creative assets according to the need of the customer
- Sales and management alignment –Account-based marketing allows the marketing team and the sales team to work in unity.
- Shorter sale cycles –when an organization takes some major decision related to purchasing, it involves a lot of stakeholders, resulting in slowing down the process of sales. But the case is different in Account-based marketing.
- Clearer return of investment –Account-based marketing is very precise and well as measurable. It provides the highest ROI. 85% of the marketers say that Account-based marketing provides the highest return than other markets.
- Fewer wasted resources –time and resources are saved in Account-based marketing. Because of this, the resources which were wasted previously frees up.
How to implement Account-based marketing
Here are the steps to implement Account-based marketing, in case you are new –
- Conduct a good and informative research
- Develop your marketing campaigns
- Once developed, start running your campaigns
- Start measuring the custom campaigns
The best way to start is by SEO Analytics. Create your goals in Google Analytics and expand your website accordingly.
Three approaches of Account-based marketing
Information Technology Services Marketing Association (ITSMA) states three approaches of Account-based marketing that marketers have been using since the time it was introduced, in the year 2000.
- One-to-one –as the name says, the marketing focuses on a small number of individuals
- One-to-few – at this level, the marketing focuses on the accounts that have similar attributes.
- One-to-many – in this, the focus is high on a large number of accounts that increases the scale of the campaign too.
Examples of Account-based marketing
Your approach towards a particular account depends upon the attributes of the account, segments, and marketing channels. The segments that you choose can add a lot of value to your organization. Here are a few examples that can be used for the development of Account-based marketing –
- Events – this is one of the best opportunities for sales teams to turn the decision-makers to make the right decision.
- Webinars –just like events, Account-based marketing can focus on how to target the accounts through webinars by creating unique content.
- Direct mail –this has become a popular way to approach the targeted accounts.
- Email marketing –this is one of the most valuable marketing channels for Account-based marketing. This involves the organization drafting emails for each company personally.
- Paid advertisements –ads and social media are the most common ways to reach out to the targeted accounts. Social platforms like Facebook and LinkedIn let you target specific companies by using the technology.
Account-based marketing tools
There are many account-based marketing tools that one can use –
- Marketing automation
- General account-based platforms
- Email marketing
- Content marketing
- Personalization
- Tech retargeting
- Predictive analytics
- Marketing and sales intelligence
These tools can help you execute personalized Account-based marketing, but nothing can beat the personal touch to your campaign. It’s important to remember that you are selling your campaign to people and not to prospects or acronyms. The best selling is the human touch with the right balance of technology.
Conclusion
By targeting the right audience with good, personalized messages from the account owner, you can turn these visitors into revenue-generating accounts. Account-based marketing does not rely upon the campaigns that are usually created for the whole market, but for individual accounts that have their markets and rights. It usually focuses on the Business to Business (B2B) approach. The segments that you choose can add a lot of value to your organization.
Account-based marketing is not a solo act. You need a team to run it. Account-based marketing is successful because of the coordination and cooperation that you can see in marketing. The best Account-based marketing practice is multi-channel. You should be able to coordinate your campaign with the channel owners and all the people who connect the channels.
Read more – 7 Ways to Boost Your Business Through Social Media Marketing
