What Is Account-Based Marketing?
Account-based marketing, also commonly referred to as ABM, is a type of B2B marketing that fuses the most effective aspects of sales and marketing.
Instead of using broad messaging across a wide audience in the hopes of landing a few accounts, ABM narrows your focus on specific prospects. Leads are researched in detail and the messaging is personalized to create much better rates of engagement with your target accounts.
Many marketing strategies are a little like casting a wide net in the ocean. While you might catch a few fish, they may not be the best fit for your business. You could also end up with tiny fish that don’t represent much in terms of potential revenue.
Think of an ABM strategy like dropping your fishing line in a tank that you’ve pre-filled with the very best fish. Your chances of catching one are dramatically higher than using a net in the open sea. And the ones you do catch are sure to offer plenty of value for your business.
Ultimately, the idea behind account-based marketing is that you select the account before the account selects you. You figure out exactly which clients you want to target, then you formulate a customized plan to reel them in.
Based on that personalized approach, you’re more likely to land target accounts and bring in bigger business.
This approach has proven results. In fact, companies that employ an ABM strategy generate 208% more revenue for their marketing effort.
How ABM Combines B2B Marketing and Sales
So, how does account-based marketing work? Let’s break it down into three key steps:
1
Identify Target Accounts
A successful account-based marketing framework begins with a search for your ideal accounts. This will include a wide variety of factors, including company size, assets, annual revenue, profit margin, and more.
Once you’ve narrowed down what characteristics to look for, have your sales team develop a shortlist of target accounts. Each organization on the list should line up with what you’re looking for in an ideal client.
2
Focus on Personalization
Before approaching any of the leads on your list, it’s time to dig deeper into the specifics of each potential account. Have your sales team research critical details like:
- Company history
- Industry focus
- Programs, services, and/or products
- Revenue analytics and sales data
- Management contact details for including executives and key stakeholders
The more relevant expertise you can develop about a potential client, the better. This information will be used to market to your leads with customized content marketing.
Because you’ve done your homework beforehand, you’ll be able to present a marketing strategy that addresses their pain points and suggests thoughtful solutions in a direct way.
3
Nurture and Convert the Account
The ABM strategy is highly targeted, so you can expect to get faster feedback from prospective accounts.
Using your background research, your marketing and sales teams will need to work together to formulate a presentation tailored to that specific account. This is a critical step in the marketing strategy since it is the make-or-break moment for lead conversion. Fortunately, with account-based marketing, most B2B companies see higher conversion rates.
Do I Need an Account-Based Marketing Agency?
If you’re new to this marketing strategy or you haven’t been able to get the kind of game-changing results you were looking for just yet, partnering with an ABM agency is one of the smartest decisions you can make. While the steps for ABM might seem simple, it takes a dedicated team of marketing and sales experts to pull it off.
With Quaintise, you’ll be able to reel in those big accounts you’ve had your eye on with the help of our team of talented and experienced sales and marketing professionals. Our agency can help you develop a highly successful B2B strategy using the account-based marketing approach.
ABM Strategy at Quaintise
Our ABM services cover all the important strategy steps. When it comes to B2B marketing, we’ve got it down to a science.
Lead Generation
First, we assist in account lead generation by doing all the detailed background research. This involves looking closely at each potential customer and determining what type of advertising will be most successful in grabbing their attention.
Content Marketing
We create custom campaigns with unique content and imagery based on the ideal prospects you have in mind. Then, our ABM agency figures out where, when, and how to deploy your campaign, whether it’s through digital marketing, website development, social media channels, inbound marketing, marketing automation, or other forms of technology.
Detailed Analytics
These capabilities and resources are sure to help you land some of those big accounts you’ve had your eye on. Plus, we can back it up with in-depth analytics that show just how effective our ABM strategy has been.
Benefits of Working with an ABM Agency
Working with an account-based marketing agency can solve many of the common problems faced by B2B companies. Some of the benefits of our agency service offerings include:
Higher engagement
Not getting the feedback you were hoping for with your marketing campaigns? An account-based marketing agency will be able to target accounts more effectively, encouraging prospects to interact with your company.
Enhanced Efficiency
When your marketing campaigns aren’t working, you end up wasting time and budget resources. Letting an account-based marketing agency take over your campaign development and management allows a team of experienced B2B marketing professionals produce fast, impressive results. At the same time, it frees up your own sales and marketing teams to work on other projects.
Better ROI
Partnering with a B2B account-based marketing agency is a wise investment that will not only pay off, but also contribute to greater potential growth for your company. Quaintise is a unique agency that provides detailed analytics to demonstrate just how well your campaigns performed, giving you more confidence that you made a solid investment when you chose our marketing programs.
How Much Does an ABM Agency Cost?
If you’re interested in learning more about account-based marketing and finding out what Quaintise can do for you, don’t hesitate to get in touch with us. We’re experts in this approach to B2B marketing, and we’re confident that our ABM agency can help you to reach your marketing and sales goals.
The costs of our ABM services depend on what types of B2B companies you’d like to target, the scale of the digital campaigns you’d like to execute, and what type of capabilities we can assist you with. If you already have a budget, we’ll work with you to make sure you get the best value for your ABM agency needs.
Our account-based marketing agency can tailor our services to your needs, giving you the option to select specific options like SEO targeting, content creation, sales research, website development, or other expertise as needed. Of course, we also offer full-service ABM solutions where we’ll take care of it all, from identifying target accounts to deploying digital campaigns to helping you close the deal.
Take your B2b company to the next level by modernizing your marketing approach with the help of our ABM agency services.
