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Account Based Marketing (ABM) is a marketing strategy that focuses resources on a set of target accounts.
ABM takes a more holistic view of digital marketing, beyond just lead generation. For example, the Account expansion component by getting more contacts in the buying persona, but also finding out which companies are currently searching for similar solutions of yours.
Theory asides, Account Based Marketing allows you to segment a smaller portion of audience, but making sure the audience you’re targeting is showing a potential via the use of tools & sales enablement technics.
There’s a reason why pretty much all B2B companies are shifting their strategy towards ABM, and it doesn’t have to mean a complete revamp of your company. Start small, controled, check the impact and scale up!
So far we’ve never seen a business coming out of ABM after stepping a foot in it.
Focus your Marketing $ / £ or €’s to the accounts that really have a potential by quickly eliminating the companies that are not currently looking for your services.
By focusing your marketing efforts on the accounts that are likely to convert, you can minimise time wasting, save costs and lower risks.
Focus your Marketing $ / £ or €’s to the accounts that really have a potential by quickly eliminating the companies that are not currently looking for your services.
By focusing your marketing efforts on the accounts that are likely to convert, you can minimise time wasting, save costs and lower risks.
Focus your Marketing $ / £ or €’s to the accounts that really have a potential by quickly eliminating the companies that are not currently looking for your services.
By focusing your marketing efforts on the accounts that are likely to convert, you can minimise time wasting, save costs and lower risks.
Focus your Marketing $ / £ or €’s to the accounts that really have a potential by quickly eliminating the companies that are not currently looking for your services.
By focusing your marketing efforts on the accounts that are likely to convert, you can minimise time wasting, save costs and lower risks.
that use an ABM approach saw higher ROIs than with any other marketing strategy.
cite ABM as extremely important to their overall marketing efforts.
that measure ROI say that ABM outperforms every other marketing investment
ABM ‘flips the funnel’ to treat each prospect as a market of one, rather than targeting a wider persona, as inbound and other, traditional lead gen strategies do. Often described as ‘fishing with spears’ rather than ‘fishing with nets’ depending on your ABM objkective, a campaign will begin with a selection of target company accounts (or industry verticals), then work to expand relationships and buy-in with key stakeholders and decision makers within that account or industry.
We have partnerships with the best vendors in the world. Selecting the right Intent data vendor is the first step of any ABM strategy and depends on the market size, industry, ICP and marketing objectives. We support multiple vendors and will be happy to help you selecting the right one.
Intent vendors have partnerships with millions of websites. When a user reads content related to your products / services, the intent platform considers it as an intent signal. The user is attached to a company name via an IP address matching, and the company intent score is automatically raised to reflect the content consumption. It’s all CCPA & GDPR compliant.
ABM campaigns can be run on a 1to1 basis (1 campaign to target one account with personalised messaging based on the pain point defined by the intent data) or 1tofew (1 campaign to target accounts showing intent towards a specific pain point or solution of yours).
Email, Paid Social, Programmatic Display and Sales Outreach 2.0 are our weapons to leverage the intent data as part of your marketing campaigns.
Intent data can be pushed to your CRM via native and bespoke integration. Each intent signal is being pushed to the account record so you’ve got a complete view on what each account has surged intent about, as well as an intent score to see which ones are hot, and to be prioritised for your campaigns. You can then setup some reports and workflows to automate the use of intent data across your marketing initiatives.
We usually plan a 3 months period to review the performance of ABM for a company. Our customers report these impacts:
1. Setup a list of topics & keywords related to your brand, products or services
2. Value each of these keywords with an intent score
3. Implement the list into your ABM intent platform
1. Setup a list of topics & keywords related to your brand, products or services
2. Value each of these keywords with an intent score
3. Implement the list into your ABM intent platform
1. Setup a list of topics & keywords related to your brand, products or services
2. Value each of these keywords with an intent score
3. Implement the list into your ABM intent platform
1. Setup a list of topics & keywords related to your brand, products or services
2. Value each of these keywords with an intent score
3. Implement the list into your ABM intent platform
Let us know where you are and where you’re trying to be and we’ll give you a few ideas on how we can help you succeed online
We believe results speak for themselves and so far it’s proven to be highly successful.
