• My Listings
Expert Circle
  • Expert Panels
    Expert panel: What are the benefits of coaching and mentoring?

    Expert panel: What are the benefits of coaching and mentoring?

    Expert Panel: What is one change you recommend making to enhance culture and productivity

    Expert Panel: What is one change you recommend making to enhance culture and productivity

    Expert Panel: Hybrid working – What is the best model to move forward, how should time be split between home and office?

    Expert Panel: Hybrid working – What is the best model to move forward, how should time be split between home and office?

    Expert Panel: How to develop a content strategy

    Expert Panel: How to develop a content strategy

  • Get Featured
    Contribute to the panel: If you could only do one thing in an organisation to improve the sense of belonging, what would it be?

    Contribute to the panel: If you could only do one thing in an organisation to improve the sense of belonging, what would it be?

    Contribute to the panel: How do you deal with the negativity without letting it drag you down as the leader?

    Contribute to the panel: How do you deal with the negativity without letting it drag you down as the leader?

    Contribute to the panel: What are the benefits of coaching and mentoring?

    Contribute to the panel: What are the benefits of coaching and mentoring?

    Expert Panel

    Contribute to the Expert Panel: What are the important factors to consider before starting a business?

    Contribute to the panel: How do you market to two different audiences?

    Contribute to the panel: How do you market to two different audiences?

    Contribute to the Expert Panel: What is one change you recommend making to enhance culture and productivity?

    Contribute to the Expert Panel: What is one change you recommend making to enhance culture and productivity?

  • Join Expert Circle
  • Media Pack
    • Branded Content
No Result
View All Result
Expert Circle
No Result
View All Result
Home Marketing

Introduction to Account Based Marketing and simple overview how to implement it in your business

by Ruta Barlote
October 19, 2021
in Marketing
Reading Time: 2 mins read
0
Introduction to Account Based Marketing and simple overview how to implement it in your business
209
SHARES
722
VIEWS
Share on LinkedinShare on Twitter

Account-based marketing (ABM) is a business-to-business (B2B) marketing strategy that focuses on identifying your “ideal customer profile” (ICP) and then targeting companies that match your created ICP.

By engaging with decision-makers at different levels (be that the CEO, Financial Director or Group Commercial Director etc.) across your ICP with personalized messaging that will match their problems and goals, you can engage with each account to best support them and their future growth by helping to resolve their issues.

Work closely with the Sales team to understand your ideal customer profile. It is so critical to this form of B2B outreach. Once you’ve defined your ICP and their problems and goals, you can begin researching which accounts match up with your ICP the most.

Rather than launching a broad marketing campaign that targets thousands to take care of only the few that express their interest, ABM targets specific companies in an offer to engage with key decision-makers and then build on that relationship to open new sales opportunities in the future (also known as “land and expand”).

Although account-based marketing has been used as a strategy for more than 15 years, it’s only now that businesses are starting to realize the huge potential for delivering highly personalized and relevant campaigns to their target audience.

With ABM, the goal is to close a single account, which means both teams (sales and marketing aka The Taskforce) stay focused and work towards the same business goal. Account-based marketing is about tailoring campaigns to specific accounts, here’s a simplified breakdown of steps to take as a part of your Account-Based Marketing campaign:

  1. Identify a list of key accounts.

  2. Research each account by:

  • Market: industry, company size, competitors
  • Company: revenue, marketing share, history
  • People: management, buying power, key roles, influencers
  • Relationships: organizational structure, reporting, buying teams
  1. Create personalized and relevant content.

  2. Distribute content to the right people.

  3. Measure your campaign success

    • Look at sales cycle length, deal size and total revenue from any new sale that resulted from your ABM campaign, and then you can compare these figures with the customers you acquired from your non-ABM activities. (It is important to keep track of campaign success for tracking your ROI, to see if your campaigns have had the desired impact).

 

The bottom line is to understand issues your customers face, even predict issues they may come across in the future, address them and offer appropriate solutions to support their and your own growth forming healthy relationships along the way for further successful collaborations.

Share15Tweet52Share84SendShareSend

Ruta Barlote

Related Posts

Blogging for coaches: the DO’s and DON’Ts
Blogging

Blogging for coaches: the DO’s and DON’Ts

October 27, 2022
18
3 ways to 10x your number of new clients
Marketing

3 ways to 10x your number of new clients

October 25, 2022
9
Hate speech on social media – voice of the bullies?
Digital Marketing

Hate speech on social media – voice of the bullies?

March 28, 2022
3.6k
How to Align Sales and Marketing Teams – Useful tips
Marketing

How to Align Sales and Marketing Teams – Useful tips

March 21, 2022
4.1k
green and white braille typewriter
Digital Marketing

Should cancel culture be cancelled?

March 15, 2022
5.7k
blue red and green letters illustration
Digital Marketing

The 5 key social media marketing hacks

March 5, 2022
4.6k
black and white nike smartphone
Digital Marketing

TikTok’s rise to fame: #1 social media

February 20, 2022
5.6k
We like you too quotes on wall
Blogging

Start blogging without any tech skills!

February 7, 2022
6.8k
assorted stickers
Blogging

How to find the right blog niche, and what to do with it

February 7, 2022
6.1k
people standing on street during daytime
Digital Marketing

Do hashtags outlive the social movements they represent?

February 5, 2022
1.8k
Next Post
Get Featured in our Expert Panel: How to Develop a Content Strategy

Get Featured in our Expert Panel: How to Develop a Content Strategy

woman in black tank top sitting on chair in front of microphone

How to start a podcast for business

unknown person using laptop

Objection-handling techniques: the best part of the sales process

Call to Action

Categories

  • Book Club
    • Book Review
    • Business Library
  • Business Management
    • Accounting
    • Careers and Education
    • HR & Recruitment
    • Startup
  • Current Affairs
    • Notes From Ukraine
  • Expert Panel
  • Finance
    • Investing
  • Get Featured
  • Leadership
    • Motivational
  • Lifestyle
  • Marketing
    • Blogging
    • Design
    • Digital Marketing
    • Email Marketing
    • Networking
    • Podcast
  • Sales
    • Objection Handling

Advertisement

Black Friday Week 2021 v2

Categories

  • Book Club (107)
    • Book Review (18)
    • Business Library (83)
  • Business Management (28)
    • Accounting (1)
    • Careers and Education (2)
    • HR & Recruitment (6)
    • Startup (6)
  • Current Affairs (17)
    • Notes From Ukraine (17)
  • Expert Panel (11)
  • Finance (1)
    • Investing (1)
  • Get Featured (10)
  • Leadership (34)
    • Motivational (12)
  • Lifestyle (9)
  • Marketing (60)
    • Blogging (17)
    • Design (1)
    • Digital Marketing (22)
    • Email Marketing (1)
    • Networking (4)
    • Podcast (2)
  • Sales (4)
    • Objection Handling (1)

An Award-winning Platform

Top categories on Expert Circle

  • Book Club
  • Business Management
  • Leadership
  • Marketing & Sales

Opportunities on Expert Circle

  • Branded Content
  • Promote Your Website
  • Media Pack
  • Get Featured
  • Expert Panels
  • Terms and Conditions
  • Privacy Policy

© 2021 Expert Circle

No Result
View All Result
  • All posts by Experts
  • Get Featured
  • Expert Panels
  • Promote Your Website
  • Branded Content
  • Media Pack

© 2021 Expert Circle

This website uses cookies. By continuing to use this website you are giving consent to cookies being used. Visit our Privacy and Cookie Policy.