While it may seem like a new and radical approach, Account-Based Marketing (ABM) is a lead generation strategy that has actually been leveraged by businesses for many years. It began when marketing professionals tried flipping the traditional marketing triangle on its head, targeting key companies as opposed to trying to target entire industries at once. But what is ABM?
The key to ABM is to identify who your key accounts are; the accounts you want to reach out to as a priority ahead of all other prospects. Then design a campaign based around those companies, creating ultra-personalised content for those key accounts. At its very bottom line, it’s about quality over quantity.
“But does it work?” Many a salesperson would cry. Surely targeting fewer accounts runs a greater risk of coming up empty-handed than if you cast a wider net? You don’t want to put all your eggs in one basket, right? Well the stats speak for themselves, with the number of companies that fully incorporate ABM into their marketing strategy increasing by 21% at the end of 2016.
ABM is all about identifying the correct people at key accounts. Researching them thoroughly. Creating content relevant and interesting to them. Then executing your outreach using multiple channels, such as 1:1 personalised video, social selling, telephone outreach, personalised direct mail and human email.
ABM should tie in seamlessly with your Inbound Marketing strategy. Incorporating the same philosophy of a buyer-centric based strategy will ensure that when you reach out to your prospects, they won’t feel like you’ve interrupted them; instead they will feel like you are helping them in a relevant and personalised way.