Account based marketing or ABM is a B2B marketing strategy where sales and marketing work together to target specific contacts, leads or customers known by the business.
ABM uses customised marketing campaigns that are designed based on the specific attributes and needs of the target accounts.
Account Based Marketing Benefits
Now that we know what ABM is, let’s look at the benefits of using account based marketing as a B2B company.
1. Aligned Marketing & Sales Teams
ABM requires marketing and sales teams to work together throughout the entire process of identifying and creating campaigns for target accounts.
This collaboration can be very beneficial for companies.
According to a study by the Aberdeen Group, companies with strong alignment between sales and marketing teams grow their revenues up to 20% annually.
Apollo provides tools that help B2B companies find best-fit prospects, carry out personalised campaigns, and convert them into clients. The software offers over 200 data points to create an ideal buyer profile.
Once you’ve nailed down a profile, you can access verified emails and phone numbers of LinkedIn accounts that fit your criteria, along with a sales automation feature to kickstart your email and call campaign.
Apollo also provides account-based automation, data-backed analytics, A/B testing, and a recommendation engine that highlights prospects you need to prioritise.
Leadfeeder is primarily a visitor tracking software, but it provides a solution for account based marketing. By analysing your website traffic, the tool identifies accounts that are interested in your company and the services you provide.
With data from Leadfeeder, you can compile a list of target accounts and get instant notifications when they visit your site.
Users can also build a list of high-intent prospects and segment them based on industry, location, online activity, number of employees, and other custom properties.
Workflow templates are provided to help companies create ideal customer profiles and find target accounts that fit.
Users also get AI-powered recommendations on which accounts to target, with a single dashboard to enable all team members to work together on converting prospects to customers.
The ABM solution provides tools to create personalised content to attract and engage account stakeholders, and it integrates with Slack, LinkedIn, and the HubSpot CRM.
Other tools include: Zymplify, Active Demand, etc.
How can we help you with ABM Marketing?
Do you need extra help setting up an account based marketing strategy? We can help you with that - give us a call and take advantage of a free strategy session with someone in our team.
If you then need help implementing it then we have a matching service where we could pair you with a team to help you reach your goals.
In the meantime, why not take a look at our training courses for all things marketing that will assist you in getting ahead of your competition!