Zelite Solutions has recently published a blog post on “What is account based marketing”. The post has explained various concepts like what is account based marketing, why account based marketing is important, how to build account based marketing strategy , how ABM works, what are some ABM examples and what are metrics for account based marketing.
According to the author of the blog, “Account-based marketing (ABM) is a relatively new strategy in the business world. It involves taking your resources and placing them all on a set of targeted accounts within the market. The business strategy uses campaigns that have been personalized to engage each account individually. These campaigns are developed by looking at the specific needs and wants of an account. Many people across the business industry consider account-based marketing revolutionary. This is because the strategy looks at marketing holistically, whereas older techniques focused too heavily on lead generation”.
The author also states that, a key attribute within account-based marketing looks at wagering and taking advantage of larger accounts. This means that when one is looking at trying to upsell and cross-sell larger accounts to get more value out of them rather than spending time in the seemingly endless loop of lead generation.
In terms of explaining why account based marketing is important, the blog author states some of benefits of account based marketing which includes ABM Personalizes the Marketing Experience, ABM Uses Fewer Resources,ABM Aligns Marketing and Sales, ABM Shortens the Sales Timeline and ABM Gives a More Predictable Outcome.
The blog has highlighted some of the steps required to build ABM strategies. The steps are as follows:
- Set Goals Before Implementing the Strategy
- Identify the Accounts That You Want to Target
- Conduct Research on the Accounts That You’ve Selected
- Develop Marketing Campaigns Targeted at Those Accounts
- Run the Marketing Campaigns That You’ve Made
- Analyze the Data You’ve Collected After Running the Campaigns
At the end of the blog, the author gives some account based marketing examples. The author has shared some of ABM case studies. According to case study company Zelite Solutions has provided ABM services to a software technology company where they required ABM list of potential customers who are more likely to buy their services. Review metrics like target accounts by rep, activity totals, account engagement, sales team follow-up for target accounts and target account deal progression.
