Account-Based Marketing (ABM) allows you to target specific organisations you want to do business with and deliver laser-focused messages that are aligned to their needs.
Why does this work? By demonstrating an intimate understanding of your target and directly relating your offering to their needs, you step above the market noise and clearly differentiate yourself.
It is an approach that top performing sales organisations have been using for years with target account selling and big deal attack plans, but now marketing has the tools and technologies to do it at scale and with even greater precision.
The implications are clear: ABM will help you win bigger deals. So check out our latest video now or download our eBook.
ABM for Sales Leaders
The top sales performers have long understood big game hunting. They choose their targets carefully. They research the power circle and the issues that drive their agenda. Then they make the right approach to the right people at the right time. It’s not rocket science, but it follows well-established processes and it has been formalised in any number of sales methodologies.
Up to now, it has relied on the excellence of individual sales people to make it work, but that’s all changing.
Recent developments in tools and technologies enable marketers to align their activities more closely to the disciplines of big game hunting. ABM enables marketers to deliver personalised messages to individual members of the power circle, and to track how these individuals are engaging with you. So, when it’s time for the sales person to engage, marketing can provide actionable insights that make the first call really count.
ABM for Marketers
ABM tackles at least three of the big challenges that frustrate marketers in the execution of their mission: return on marketing spend; sales and marketing alignment; and, extracting value from sales and marketing technologies.
ABM drives greater ROI by changing your tactics from broadcast to laser focused. You spend your money on those organisations that you want to do business with: organisations that offer significant opportunity, that are on strategy for the sales team, and that are closable in the near term.
This discipline both requires and facilitates levels of alignment between sales and marketing that are to everyone’s benefit. Marketing technology has a role to play here too, both in campaign execution but also in tracking and analytics. By combining sales metrics with marketing metrics in ABM, you can be sure that you are measuring what matters most.
ABM for Business Owners
As the MD of a growing and ambitious business in the tech sector, you will appreciate the importance of winning your first marquee accounts.
Your sales and marketing resources may be focused on run-rate activity: winning the bread and butter orders that keep your business inching forward. But when inches are not enough and you need to engage bigger customers on higher value deals, you need to change your tack.
ABM combines best practice enterprise sales techniques with the power of modern marketing technology to give you the ability to win bigger deals.
It requires a special combination of marketing expertise and street-wise sales experience to get it right. Not every small business will have necessary skills in house but we can help guide your team as you drive your business forward.
Click here to visit our page: 4 Steps to Starting your ABM Campaign