Provide Air-Cover for Your Company’s Account-Based Selling
Although it’s a new buzzword in B2B marketing, many marketers have been doing account-based marketing for a long time, especially if you support sales. One of the best account-based marketing examples is customer events for specific accounts. Another great example is account-specific sales collateral. Back then, it was done manually and was difficult to scale. Account-based Marketing (ABM) has become a hot topic now, it’s because we can leverage technology to scale to one-to-few and one-to-many outreach. The key is to build a martech stack with established workflows to make it happen.
Account-Based Marketing Strategy and Planning
Customer (account-specific) events are account-based marketing (ABM). Customized content for target accounts is also a form of ABM.
You know what? Yes, sending personalized gifts via postal mail can be counted as ABM, too.
So, why is ABM so hot lately? That’s because various MarTech tools are popping up to help marketers “scale” ABM since many marketers do account-specific marketing outreach manually.
At the same time, we are able to merge the marketing side of customer data with the sales side’s account information to further segment and personalize communications.
Account-Based Marketing Consultant
The key is to figure out how to work together better using MarTech tools with established communication processes and monitoring the results with feedback loops.
How to Scale Your Account-Based Marketing
- Study your sales objectives and key results
- Identify key accounts working with sales
- Craft scalable marketing outreach (different channels need different workflows)
- Identify and source MarTech tools to support sales campaigns
- Establish the collaboration process between sales and marketing
- Pilot and implement tools through soft launches or MVPs to optimize results
- Monitor the results and report out
- Scale ABM efforts based on objectives and key results
It takes a village to get ABM to scale. There is no shortcut. Let’s work together, and we will make it easy for you.Brainstorm with Pam
B2B Strategic Planning Services
It’s not about talking; it’s about doing.
When we provide account-based marketing (ABM) consulting to our customers, we are in the trenches with them to get things done. #getitdone
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