Should you consider account-based marketing?
Are you looking to attract a certain type of company as a customer but your marketing is missing the mark? If so, then you might want to consider account-based marketing.
Hey, my name is Alex Cleanthous, and I’m the director of Strategy + Innovation at Webprofits, and over the last few months, we’ve been working on Account-Based Marketing approach to digital. Here’s what it’s about.
Simply put, Account-Based Marketing (or ABM) is a B2B strategy that focuses both sales and marketing on a specific set of accounts within a market.
So… where Inbound Marketing is about attracting people to your website and then qualifying them as potential customers, ABM starts with the companies you want to target and then focuses all your efforts on them
And while ABM is different to inbound marketing, the tactics are similar. You can use landing pages and email sequences. Retargeting and custom audiences. Search and video campaigns. Social media advertising and programmatic. As well as lead magnets and content.
It’s just that everything is focussed on targeting decision makers, influencers and champions at your target companies, adjusting the message for each of them, and moving them down the funnel.
So a very simple example of how it could work in practice is targeting CMOs at ASX100 companies via LinkedIn, sending them to a landing page, retargeting them all the way down the funnel, and using reverse IP mapping and LinkedIn insights to outreach to people who visit your site but don’t convert.
So is ABM something you should consider? Well, here’s where it could work…
- If you’re targeting enterprise, like the ASX300
- If you’re targeting specific job titles, like CMOs
- If you sell something really expensive to a small segment of the market
The most important thing with ABM is that both marketing and sales teams work together, sharing insights, discussing opportunities, and continually optimising the process of securing target accounts.
So… this has been a quick introduction to ABM. If you’d like to hear more about different ways to use it, please let us know.
And if an account-based marketing approach sounds like what you need, feel free to reach out – we’d love to chat.
So, that’s it for today, I hope you found this valuable. Thanks for watching, and have a great day 🙂