Do you want to consistently provide your sales team with high-quality leads while keeping the cost per lead as low as possible? Then you should target both latent and active potential customers. Both approaches are combined in Account-Based Marketing: an increasingly popular strategy for B2B companies that serve larger accounts with longer sales cycles.
How Does Account-Based Marketing Work?
1. Make Important Connections
2. DEVELOP NEW CONTACTS INTO LEADS
Using a variety of strategies, you guide the leads you’ve generated through the entire sales funnel. Content is published and promoted across various channels. These channels may include a blog, a landing page, social media platforms, or a traditional newsletter. B2B platforms such as LinkedIn are particularly well-suited for scheduling in-person meetings or exchanging ideas on a shared topic.
3. TURNING " " INTO CUSTOMERS
Leads generated by the marketing department are further developed, supported, and nurtured by key account management.
The Benefits of Account-Based Marketing
- Find Relevant Accounts Without Buying Contact Information
- Gain new insights into your key accounts through profile analysis.
- Leverage prior online communication to facilitate a phone call for scheduling an appointment.
Account-Based Marketing with LinkedIn
Automation in Account-Based Marketing
When searching for key accounts, LinkedIn automation tools help with precise target audience segmentation. Newly acquired contacts must then be kept in the pipeline. This is where marketing automation with customer relationship management (CRM) systems like HubSpot comes into play. This software solution for marketing, sales, and service offers modules for blogs, email campaigns, landing pages, and detailed web analytics, and enables a seamless workflow between lead generation and lead nurturing by marketing, sales, and service throughout the entire sales funnel.
Account-Based Marketing (ABM) brings together several areas and marketing disciplines
Account-Based Marketing is not a new marketing method; rather, it brings together various areas through systematic lead generation. What’s new is that this approach uses digital data for lead generation instead of traditional cold calling. However, Account-Based Marketing isn’t limited to acquiring new contacts; rather, it supports a cross-channel customer journey. From initial contact to closing the deal, the identified accounts are guided through the funnel.
A systematic lead generation process might look like this:
- Define Target Customers and Personas
- Define strategies for reaching personas: engage and mobilize them
- Generate contacts and turn them into leads (e.g., identify accounts on LinkedIn, contact them, and follow up by phone)
- Guide leads through the funnel (lead nurturing with helpful content on relevant channels, effectively combined with online ads)
- Converting Leads into Customers (Conversion Optimization, In-Person and Phone Sales Calls)
- The customer will be transferred to Key Account Management
Account-Based Marketing with LeadEngine
Strategy
Together, we define the starting point, set goals, and develop a customized plan for implementation.
Pilot Phase
Your lead generation with Account-Based Marketing begins. We start where you are: for example, by defining target audiences and buyer personas. Then we immediately begin identifying your key accounts and set up a lead generation process—from initial contact to nurturing your new contacts into leads (lead nurturing).
Implementation and Ongoing Optimization
We generate as many leads as possible with as few resources as possible. Our team of experts evaluates all online marketing options in combination with telemarketing activities. In monthly reporting meetings with our clients, we track our progress and make agile decisions at all times.
80–90% of your potential customers aren’t actively searching; they need to be found. As an alternative to pure cold calling, account-based marketing is an excellent tool for guiding potential key accounts through the buying cycle using digital and analog strategies, then continuously providing them with valuable content and support, and ultimately converting them.
Receive up to €31,750 through current grants for your marketing initiatives.
