Account based marketing; hype or reality?

Account based marketing

Since 2006, inbound marketing has been considered one of the most effective marketing methods for doing business online. Inbound methodology focuses on quality content to drive traffic and offer the right information to the right person depending on where they are in the buying process.

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Personas

Defining personas is critical to the success of inbound marketing strategies. A persona is a fictional representation of your ideal customers and is used to easily categorise new potential customers and tailor marketing and sales materials to that specific persona's personality, needs and desires.

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Inbound marketing

Inbound marketing is based on content that aims to attract specific perosnas, focusing on their needs and drivers. No matter how specific, the persona is a generalization of the desired target audience.Account based marketing shifts the focus from the ideal target audience to the ideal organization. Inbound focuses on more potential customers while ABM focuses on a larger deal.

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The collective group

Account based marketing is based on the collective decision making process. It takes into account that most buying decisions in B2B are not made by one person alone, but rather by a collective group of people. If you only look at an individual person, you may only get part of the picture; seeing the collective group working together helps you to really understand how interesting an account can be in your solution. Marketing research shows that 75% of marketers see an increase in closed deals with ABM. According to a recent survey, ABM delivers the highest ROI of any strategy or tactic in B2B marketing.

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The sales team

ABM is the kind of marketing activity your sales team has been doing for decades. They focus on specific organizations, they over time develop a relationship with the decision makers within the organization, support them and provide them with personalized information based on their needs until the leads are ready to convert and make their buying decision. ABM makes it easier to focus marketing activities on the accounts that provide the highest potential ROI. But which model is right for your organisation and target audience? If you want to know more, you can always contact us.