What is Account-Based Marketing?
Which angler is more successful? The one who throws just any “bait” into any pond, or the one who knows what kind of fish he wants to catch, where it can be found, and what “bait” he can use to lure it? The answer is obvious. This analogy can also be applied to the marketing process. You’ll only be successful if you know your customers and know how to reach them.
Definition of Account-Based Marketing (ABM)
Account-Based Marketing and Inbound Marketing
ABM is about identifying buyer personas using digital tools, attracting their attention with useful content, and thereby bringing them into the sales funnel or sales cycle. In inbound marketing, the core concept is also to guide the buyer persona through the customer journey with relevant content. ABM and inbound marketing are buyer-centric approaches that work together beautifully: The targeted accounts benefit from the relevant value added by high-quality content. And the company can deliver its marketing messages to prospects in a more focused way, with less wasted reach.
How do I find my accounts?
On the one hand, you can filter your existing database according to specific criteria; on the other hand, you should take advantage of sales tools such as LinkedIn’s Sales Navigator. This tool allows you to search the world’s largest business platform based on specific criteria, enabling you to expand your accounts in a targeted manner. A persona workshop can also help you get to know your accounts or customers better and address them in a more targeted way.
How do I find my accounts?
Once the accounts have been defined, the next step is to create targeted campaigns for these personas. But where in the company does ABM—aside from its definition—actually fit in? In marketing or in sales? The answer is simple: both disciplines must pull together and work in close coordination. Incidentally, this applies to all marketing activities of a successful company. If the marketing department generates leads but fails to coordinate with the sales team, it won’t do much to help the sales team close deals.
At LeadEngine, we help companies with sales-focused lead generation. If you have any questions about the definition of account-based marketing or would like our help with implementation, just get in touch with us!
