So far, no one has invented a magic sales formula, so marketing is always innovating and keeping up with changes in consumer behavior. One of these innovations is Account-Based Marketing, or ABM for short. Learn more!
ABM is a smart way to sell. It works like this: instead of prospecting hundreds, thousands, or even several potential customers, your company chooses exactly which customer it wants to work with. Sounds like a dream, doesn’t it? That’s why this technique has been winning the hearts of more and more companies.
Before we start explaining how it works
Important to remember that it’s usually done by enterprise-level sales organizations and is relevant in B2B sales. That said, let’s get started. Happy reading!
What is Account-Based Marketing (ABM)?
Often, when prospecting a client, the sales team has to deal with many people, most of whom are not qualified or prepared for conversion.
Account-Based Marketing is a marketing strategy that defines who potential customers are through an ideal account profile. With the pre-defined profile, the entire campaign is built and targeted towards them.
This strategy reduces the chances of your campaign reaching unqualified people, saving your sales team time and effort.
According to research from Altera Group, 97% of respondents said this tactic yielded a higher ROI than other forms of marketing.
Why does ABM work in B2B sales?
In ABM, all messages and content produced are based on the attributes and needs of the account you are trying to reach, hence the translation “account-based marketing”. The goal is to iraq phone number data show that your solution will solve the pain points of that account. The focus can range from the sales manager to the CEO of the company in segmentation.
Want a really simple practical example? Check it out:
Imagine that I have a company focused on selling PPE (Personal Protective Equipment) to the automotive industry. Therefore, my Ideal Account Profile (IAC) would be the automotive industry, right?
But who would hire the type of project budget: examples, templates, instructions for drafting material my company sells? The HR department responsible for workplace safety.
Therefore, all ABM campaign content should be targeted at these industry decision-makers with a specific cz lists segment. In other words, it is not for any HR department, from any company; there is a very specific niche of people.