With ABM, you are targeting the accounts that have real significance for the business.
Account-based marketing focuses on the accounts that are most likely to drive revenue or have other strategic importance.
These targets matter and will drive real change for the business (whether increasing revenue, challenging a competitor, or increasing recognition).
The target accounts can be selected based on a variety of parameters, including:
Previous sales performance (higher likelihood to close)
Named account lists from sales teams
The common perception is that traditional ABM initiatives can be resource-intensive and take years to develop. However, there is an easy way to get started and drive accurate results for the business quickly. You can deploy lean ABM to streamline marketing and sales efforts with minimal resources efficiently.
Selecting target accounts
Establishing practical goals
Evaluating success and optimisation
In short, ABM is all about focusing on a target audience, whether it is an accurate list of companies or a profile of the companies you want to work with the most.
There are typically two different situations where ABM is appropriate.
When you target very few and usually crucial accounts, both marketing and sales want the dream accounts, for example the sales and marketing efforts might be best suited for the Fortune 100 or the top 50 retail companies.
When you target groups of accounts with similar characteristics, they are more likely to provide revenue, such as specific verticals, companies using particular technologies, or businesses that belong to specific niches, for example If the products and services are ideally suited for Financial Services organisations or colleges of a particular size.
If you would like a free no-obligation call to speak about your ABM strategy, please don't hesitate to get in touch.