Account-based marketing (ABM) is a high-touch approach to a determined book of business. Marketers have adopted this marketing method to drive increased sales and support the lifecycle of customers post-sale. Why is this important? For one, businesses are beginning to be measured on overall customer experience, and secondly, the method has proved to accelerate account growth.
What drives the momentum behind this methodology is the alignment between sales and marketing teams. So often the lack of alignment between these teams cripples sales’ funnels. This happens because marketing and sales typically work separately in defining goals and metrics of success. While there may be an overall quarterly company goal, the execution of sales and marketing runs in differently.
What ABM does is help align the efforts of both teams, defining success as a whole versus for two separate departments. Take a look at how ABM helps sales and marketing work together to deliver maximum sales growth:
CUSTOMIZED APPROACH
Topohq.com shares how a personalized approach to accounts deepens relationships with customers, building customer loyalty:
“One idea is to personalize content marketing efforts by creating offers that are built specifically for a particular target account. For example, I once recommended to a social analytics company that they use their analytics to create 2-3 page social reports on their prospects. When reaching out to Walmart, they would send the ‘Walmart social media effectiveness report’. Most potential buyers feel compelled to open that report because it’s so personalized and valuable.”
NURTURE CAMPAIGNS
Nurture tracks – or campaigns – are used to retarget prospects and keep them engaged with your brand. ABM helps marketing work with sales teams to create deliverables like eBooks and white papers by vertical, so sales representatives are following up with targeted, relevant material. Nurture tracks can also be used on the existing business side. Continue to upsell customers with your product(s)’ value by publishing thought leadership, newsletters, and more.
LEVERAGING SOCIAL
Account-based marketing leverages social to help drive success. Sales teams can work with marketing teams to launch intelligent digital campaigns to prospects. For example, marketing analysis can determine how their company’s target audience uses each social channel so teams can refine their efforts towards what produces results. One vertical of a prospective audience may be extremely active on LinkedIn, but they may have little or no presence on other channels like Facebook. Understanding your buyer profile’s digital behavior helps sales teams hone in on efforts that will drive the most leads and ROI.
These are only a fraction of ways that sales teams can benefit from account-based marketing. Learn how your team can work with this methodology by connecting with one of our experts, following us on Twitter @Torchlite, and signing up for our newsletter full of digital marketing tips and tricks.
Why anyone with a sales team should consider account-based marketing
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