How to Win High-Value Clients with Account Based Marketing

By Tamar Weinberg

In the age of hyper-targeted prospecting and nurturing, your content marketing program might not be sufficiently surgical.

Considering the very nature of B2B marketing, your prospecting list is likely already rather narrow – at least when compared with B2C. Hopefully, you’ve already built your buyer personas, too, having gathered and utilized extensive knowledge about their online behavior patterns, sales cycles, pain points and challenges. Account Based Marketing (ABM) simply takes these concerted efforts one step further by identifying key leads and creating and disseminating customized content for each one.

In this sense, ABM is significantly more sophisticated than traditional content marketing. Instead of aiming for a type of client, the ABM process focuses on identifying your top handful target clients, getting to know each of them intimately, and publishing specific assets for each of them as individuals. Ultimately, the goal is to position your product or service as the ideal solution to your audience’s problem, an effort that’s actually easier when there is zero ambiguity when it comes to whom you’re trying to influence.

Adopting ABM also raises the sophistication level of your marketing efforts, because it demands close alignment between sales and marketing – a relationship that, in more traditional marketing, can be strained or conflicted. ABM, however, requires that both departments share one goal and one process: ferret out as much information as possible on a contact, identify his or her pain points, and generate marketing materials that address these specific concerns.

At its best, Account Based Marketing yields unprecedented collaboration between sales, marketing, delivery and key executives. Further, ABM focuses on building long-term relationships with key decision makers inside target client organizations. Rather than clamoring to fulfill near-term revenue goals, an ABM methodology recognizes and prioritizes reputation and long-term growth.

Even though 65% of B2B marketers agree that ABM provides significant benefits for attracting new clients, only 18% of mid-size companies are utilizing ABM as a leading strategy, leaving money on the table and opportunities untapped. If your team is ready to up their game, there are a few key steps that can make your transition to ABM smoother and more efficient.

Best Practices for Marketing to One

Do Your Homework

Since ABM moves marketing teams away from a massive, wide funnel of leads in favor of a highly targeted funnel of qualified accounts, proper research is essential. Be prepared to dedicate a significant portion of your team’s resources into becoming intimately familiar with each target account individually. Robust knowledge is required to create unique collateral and story lines for each client separately, ultimately constructing a personalized offer for each target.

Perform enough research to define not only your target’s pain points but also his or her emotional triggers. It’s entirely possible that you will need to become familiar with (and court) not only the decision maker, but also the surrounding decision influencers.

Target the Right Crowd

ABM is not a scalable investment. Therefore, it’s imperative to allocate your resources wisely. Clearly, you cannot afford to perform Go to the full article.

Source:: Business 2 Community

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