Marketing Automation
Account-Based Marketing
Are you looking for a more targeted and personalized approach to your B2B marketing efforts? Account-Based Marketing is a way of doing business-to-business marketing that is more focused and customized to the specific customers you want to reach. Instead of trying to market to everyone, this approach targets the companies and people who best fit your business. By doing this, you can engage with those specific customers in a way they prefer and use personal outreach to build a stronger relationship with them.
What is account-based marketing?
Account-Based Marketing (ABM) is a targeted approach to B2B marketing that focuses on individual accounts or specific companies rather than a broad audience. It seeks to turn best-fit accounts into customers by contacting decision-makers on the channels they are actively using, engaging them across the entire customer lifecycle, and supplementing marketing outreach with personalized, one-to-one sales outreach. This helps build strong relationships with the target accounts and creates positive momentum on the revenue flywheel, turning prospects into leads and, eventually, paying customers.
85% of marketers measuring ROI say that account-based marketing delivers higher returns than any other marketing approach.
Why should you invest in ABM?
According to ITSMA, around 85% of marketers who measure ROI describe account-based marketing as delivering higher returns than any other marketing approach. This makes ABM an excellent strategy to kick-start the sales process with higher-value opportunities earlier, get the highest ROI possible from marketing campaigns, and align marketing, sales, and account management for long-term success.
What are the different types of account-based marketing?
There are three main types of Account-Based Marketing strategies a team can implement: strategic or one-to-one ABM, ABM lite or one-to-few, and programmatic ABM or one-to-many. Sales and marketing teams can follow a three-step process to create and implement an account-based marketing (ABM) strategy. Step 1 is to formalize the account selection process, Step 2 is to coordinate across sales and marketing teams, and Step 3 is to fortify the tech stack and enlist third-party targeting tools.
What should account-based marketing communication channels include?
ABM communication channels should include product and brand websites or landing pages, social media networks, paid media campaigns and content syndication, segmented email campaigns, events, partnerships or sponsorships, and e-commerce. Additionally, end-to-end ABM software platforms often include core features such as analytics, prospecting tools, engagement monitoring, lead scoring, and marketing automation.
How do we approach ABM to scale up your marketing efforts?
At The Roadmap, we follow a five-step approach to ABM:
1. Define your strategic accounts
We determine the makeup of organizations that bring in the largest monthly recurring revenue (MRR) at your organization, including industry, company size, location, annual revenue, upsell opportunity, and profit margin.
2. Investigate & strategize
We learn more about how decisions are made at your target accounts, identify decision-makers, and strategize on how to influence them.
3. Create personalized content & messaging
We work with your design team and sales to ensure your content is visually engaging and communicates the right messages to your target accounts.
4. Decide on the best channels for your campaigns
We understand where your target accounts spend their time online and what their state of mind is when they’re on social platforms like Facebook, Instagram, and LinkedIn.
5. Measure & share results
Finally, we execute your account-based campaigns, measure and evaluate their effectiveness after 30 to 60 days, and share the results with you so that we can continuously improve our tactics.
1. Define Your Strategic Accounts
We determine the makeup of organisations that bring in the largest monthly recurring revenue (MRR) at your organisation, including industry, company size, location, annual revenue, upsell opportunity, and profit margin.
2. Investigate & Strategise
We learn more about how decisions are made at your target accounts, identify decision-makers, and strategise on how to influence them.
3. Create Personalized Content & Messaging
We work with your design team and sales to ensure your content is visually engaging and communicates the right messages to your target accounts.
4. Decide on the Best Channels for Your Campaigns
We understand where your target accounts spend their time online and what their state of mind is when they’re on social platforms like Facebook, Instagram, and LinkedIn.
5. Measure & Share Results
Finally, we execute your account-based campaigns, measure and evaluate their effectiveness after 30 to 60 days, and share the results with you so that we can continuously improve our tactics.
Book A Consultation
Schedule a free consultation with us today! During the meeting, we’ll analyse your marketing strategies holistically and decide on the best course of action based on actual and trustworthy data. Using our proven techniques, we’ll educate you and explain everything in simple terms. Additionally, we’ll share a report with you, tailor-made to your business, and guide you on how to get started with ABM.
Book a free consultation
We’ll analyze your marketing strategies holistically and decide on the best course of action based on actual and trustworthy data. Using our proven techniques, we’ll educate you and explain everything in simple terms. Additionally, we’ll share a report with you, tailor-made to your business, and guide you on how to get started with ABM.
