In preparation for our latest ABM Training Course on Account-Based Marketing and Sales Automation, we’d like to give you a sneak peek into what we’ll discuss, such as how you can generate large accounts through ABM!
In this article, we’ll cover:
- What is ABM?
- How can ABM help you?
- Fun ABM statistics
- How to use ABM to generate a large account
What is ABM?
Today, marketing teams are constantly trying to capture the attention of potential buyers. To achieve the highest possible ROI, companies need to focus on high-value accounts while considering account penetration, marketing penetration, and brand reach. To reach these goals, marketing and sales strategies must be aligned to identify and attract the accounts that matter most.
There’s now a different way to capture attention. Because everything is connected, marketers can approach clients through multiple channels. This brings both opportunities and challenges: increased buyer expectations and higher competition make ABM a smarter approach than casting a wide net.
Account-Based Marketing isn’t new, but it has gained renewed attention thanks to evolving technology and a changing business landscape. Implementing an ABM strategy can improve marketing ROI, drive attributed revenue, generate more qualified leads, and align sales with digital marketing efforts.
Traditionally, B2B marketers targeted leads broadly to appeal to as many companies as possible, but that approach rarely delivers strong ROI. Years ago, large-scale ABM was difficult to execute because it required extensive personalization. Now, with the rise of better technology, it’s easier and more affordable than ever to run personalized, large-scale ABM campaigns.
How Can ABM Help You?
ABM can bring several benefits to your business.
First, it helps demonstrate clear ROI since its core objective is to prioritize measurable outcomes. This ROI-driven approach helps your organization focus its resources efficiently. No more wasted time or effort.
An ABM strategy can also help expand your account portfolio, engage in earlier-stage deals, and identify the market segments that deliver the most value.
Because ABM is highly personalized, targeted customers are far more likely to engage with your content since it’s tailored to their needs, their business, and their stage in the buying journey. It also simplifies campaign analysis because you’re measuring performance across a smaller, well-defined set of accounts through email, ads, web, and events.
Lastly, ABM is one of the most effective ways to get your marketing and sales teams aligned toward common goals.
If you’d like to learn more about ABM, register for the B2B Academy ABM Business Growth Course.
ABM Statistics:
According to Alterra Group:
- 97% of marketers achieved higher ROI with ABM than with any other marketing initiative.
- 84% of marketers say ABM strategies outperform other marketing investments.
- Companies with aligned sales and marketing teams generate 208% more revenue.
How to Use ABM to Generate a Large Account
There are three main steps to follow:
1. Identify
How do you identify new business opportunities or potential customers?
Start by understanding your own company inside and out: what makes you different, what you can offer that others can’t. Then, research your potential clients. Understand their goals and challenges, and how your organization can help solve them.
2. Enter
Once you’ve identified a potential client, plan your approach. How much effort will it take to engage them? Create a difficulty scale for each potential client:
- Easy – Your organization is well-established, reputable, and well-known.
- Moderate – Your company isn’t widely known but has a proven record of success.
- Difficult – Your company delivers excellent services but lacks market awareness.
3. Build
After ranking prospects, craft your offer. Clearly communicate what sets you apart, whether it’s specialized IT services, innovative products, or a high-performing team.
Remember, your next major client doesn’t have to be a large corporation. A startup could generate even greater ROI.
Start by offering solutions. Every client, regardless of size or industry, is looking for answers to their specific challenges. Once you’ve identified their pain points, share valuable content (whitepapers, blogs, and eBooks) that provide insights and foster engagement.
Once your ABM strategy is in motion, measure every activity related to your target accounts. Track which channels and content deliver the best results and adjust accordingly to ensure your resources are being used effectively.
Enroll in the ABM Course
If you’d like to learn more about how to generate large sales through ABM, sign up for our ABM Bootcamp.
