Account-based marketing has been experiencing a growth in popularity among B2B marketers during the last few years. What is it and why is it so successful?
Account-based marketing (ABM), which is also know as key account marketing, is a form of strategic approach to B2B marketing that enables marketers to prepare customized campaigns targeted to specific accounts. It focuses on aligning sales and marketing efforts on a specific set of target customers (accounts). Such an approach allows to conduct marketing campaigns in a more personalized and individualized way.
Instead of trying to reach all kinds of customers, ABM concentrates on winning over specific clients by treating each account as its own market. In this way it helps companies to increase account relevance, deliver precisely customized content, and get the best value out of marketing.
Marketing Automation is used in ABM efforts to carry out effective marketing campaigns by identifying potential customers, gathering data from various sources, and targeting them with appropriate content through the most convenient channels.
Gathering customer data
In account-based marketing, it is crucial to properly identify target audience. Marketing Automation systems, such as iPresso, allow marketers to collect diverse data from various sources – this includes information about industry, company size, its location, revenue. iPresso’s contact manager allows marketers to bring together demographic and behavioral information about specific clients, and to identify their needs and preferences. The data is necessary to learn about company structure and relationships between various persons.
Creating valuable content
When we know who our potential customers are, and we’ve learnt a lot about their preferences and needs, it is time to provide them with some interesting content. ABM employs both direct marketing (e.g. email) and content marketing, which may be executed through social media, blogs or ebooks. It can also be used in conjunction with inbound marketing, which focuses on providing relevant, customized content, aimed at drawing customers to company’s products or services. The content that is going to be used in account-based marketing efforts needs to be highly personalized and attractive for potential customers.
Multichannel, individualized communications
Multichannel communication is all about making sure that the audience is presented with relevant message that is delivered through the most convenient communication channel and at the most appropriate moment. Customers expect to receive personalized, tailored offers and messages adjusted to their preferences and needs. That’s the only way marketers can capture their attention. Marketing Automation systems provide such channels of communication as email, SMS, web push, mobile push, or even instant messeging services, such as Messenger.
All of the elements described above – data collection, personalized communication, multichannel campaigns, marketing automation – are crucial in conducting successful account-based marketing efforts.