Account Based Marketing: An Inbound Strategy for Large Accounts
Posted: Sun Dec 22, 2024 6:23 am
You may have already noticed that the conventional Inbound Marketing strategy doesn't work very well for large accounts, but the big question is: Why?
The standard Inbound Marketing methodology works with the four phases of the sales funnel: Attract, Convert, Nurture and Sell. This new concept, still little explored in Brazil, is the main marketing bet of many companies.
When the strategy is well planned and applied, it works, generating leads and transforming digital channels into sales machines. It is not easy, but with a lot of discipline, processes and focus , the results will appear in the medium term.
However, the success of the Inbound Marketing strategy email list providers in france exclusively on your company's business model, let me explain: If your business model is B2B (Business to Business) and your service or product can be purchased by dozens, hundreds of companies - bingo! Inbound in the veins.
Now, if your strategy is to sell to a limited market, made up of large companies where you can identify each company and map out the buyers - be careful! Conventional Inbound will not be effective.
This is where the concept of Account Based Marketing (ABM) comes in.
A SiriusDecisions study found that 92% of companies see value in an ABM strategy, but only 20% have had an ABM program in place for more than 12 months. However, 60% are planning to invest in ABM technology in the next year. This shows the importance of ABM for B2B companies.
But what is Account Based Marketing?
In short, ABM is a segmented and intelligent marketing strategy focused on key accounts with specific and personalized actions between marketing and sales teams.
Unlike Inbound, where you need to attract visitors and generate leads (contacts), ABM is based on the premise that the lead base is already known and the need is to plan content, relationship rules and initiatives to bring your company closer to these contacts.
With the account mapping defined, the sales integration process comes into play. The success of this strategy depends on good synergy between the marketing and sales teams.
How and when to use ABM?
The Account Based Marketing concept is most effective in large businesses, preferably B2B, where the purchasing decision is complex and involves several interested areas or different buyers (personas).
Segmented and personalized content
To create a relevant experience, it is essential to produce content offers for each contact within the account. For example, if your company interacts with CIOs, CFOs and CMOs during the complex sales process, you should create exclusive content for each contact.
Still on the subject of content, top-of-funnel blog posts are generally not enough. The key here is relevance and value generation.
Smart Relationship Rulers
Good ABM planning will define rules, interactions and digital content for each stage of your company's relationship with the personas. The intelligence lies in the personalization of experiences and segmentation of content.
Many ABM-specific platforms allow you to target accounts and create unique experiences across digital channels.
Social Selling
Another essential component of ABM is Social Selling. Content and the entire relationship strategy must be extended to social channels, especially Linkedin for B2B companies.
Now be very careful, using social media as an Outbound (Spam) tool will put your company in an unfavorable situation and will drastically reduce the success rate of any sales strategy.
The standard Inbound Marketing methodology works with the four phases of the sales funnel: Attract, Convert, Nurture and Sell. This new concept, still little explored in Brazil, is the main marketing bet of many companies.
When the strategy is well planned and applied, it works, generating leads and transforming digital channels into sales machines. It is not easy, but with a lot of discipline, processes and focus , the results will appear in the medium term.
However, the success of the Inbound Marketing strategy email list providers in france exclusively on your company's business model, let me explain: If your business model is B2B (Business to Business) and your service or product can be purchased by dozens, hundreds of companies - bingo! Inbound in the veins.
Now, if your strategy is to sell to a limited market, made up of large companies where you can identify each company and map out the buyers - be careful! Conventional Inbound will not be effective.
This is where the concept of Account Based Marketing (ABM) comes in.
A SiriusDecisions study found that 92% of companies see value in an ABM strategy, but only 20% have had an ABM program in place for more than 12 months. However, 60% are planning to invest in ABM technology in the next year. This shows the importance of ABM for B2B companies.
But what is Account Based Marketing?
In short, ABM is a segmented and intelligent marketing strategy focused on key accounts with specific and personalized actions between marketing and sales teams.
Unlike Inbound, where you need to attract visitors and generate leads (contacts), ABM is based on the premise that the lead base is already known and the need is to plan content, relationship rules and initiatives to bring your company closer to these contacts.
With the account mapping defined, the sales integration process comes into play. The success of this strategy depends on good synergy between the marketing and sales teams.
How and when to use ABM?
The Account Based Marketing concept is most effective in large businesses, preferably B2B, where the purchasing decision is complex and involves several interested areas or different buyers (personas).
Segmented and personalized content
To create a relevant experience, it is essential to produce content offers for each contact within the account. For example, if your company interacts with CIOs, CFOs and CMOs during the complex sales process, you should create exclusive content for each contact.
Still on the subject of content, top-of-funnel blog posts are generally not enough. The key here is relevance and value generation.
Smart Relationship Rulers
Good ABM planning will define rules, interactions and digital content for each stage of your company's relationship with the personas. The intelligence lies in the personalization of experiences and segmentation of content.
Many ABM-specific platforms allow you to target accounts and create unique experiences across digital channels.
Social Selling
Another essential component of ABM is Social Selling. Content and the entire relationship strategy must be extended to social channels, especially Linkedin for B2B companies.
Now be very careful, using social media as an Outbound (Spam) tool will put your company in an unfavorable situation and will drastically reduce the success rate of any sales strategy.