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April 7, 2017 Marketing

Why Should I Care About Account-Based Marketing?

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By Sonja Fridell

Why Should I care about ABM?

Account-based marketing (ABM) groups individual prospects with the companies they work for. It allows you to focus campaigns directly to sales and marketing resources as a whole entity. Alternatively, it allows you to view all contact-level engagement to find your best prospects within each company. Searching for a marketing automation platform that meets the needs and goals of your business is not an easy task. We’re here to help! BrainSell is hosting a free webinar on Account-Based Marketing on Thursday, April 13th at 2:00 PM EDT. Do you want to learn more about Act-On? Register below for the webinar!

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Understanding ABM:

Proactive targeting

The traditional type of ABM begins with understanding your existing customer base. The first step is to gather insight on the most successful, profitable, and account-level customers to identify ideal customer prospects. The next step is to identify individual contacts within those prospective accounts. You can proactively reach out to engage those contacts based on their needs and interests via the channels they’re most active on (social, email, video, etc.). Once a prospective account becomes a customer, you can continue to market to them, which results in customer retention, referral and advocacy.

Reactive targeting

When a lead discovers your value proposition and enters your funnel, you recognize that lead as a representative of a company, not as a singular lead. Then you can evaluate if that company’s account profile fits the ideal customer profile for your company. Once you understand the lead on an account level, you can reach out to other contacts at that company and build a deep relationship with individuals across the account.

The Benefits of ABM:

Account-based marketing gives you a realistic and expandable path to continue the growth of your business. In the B2B market, buying decisions can take months and involve multiple decision-makers. Why not employ an account-based marketing platform designed to identify, engage and convert leads using personalized touch points? Below are a few benefits to using account-based marketing.

Trigger New Opportunities

When someone signs up for a webinar or fills out a form on your website, that will prompt the sales team to target contacts at that company.

Increase Revenue

ABM helps your business focus on accounts most likely to generate revenue, so you aren’t wasting time chasing dead leads.

Expand Deal Size

Once the highest revenue generating accounts are identified, you can target similar accounts.

Reduced Resource Waste

Your business will improve ROI by targeting specific accounts, instead of wasting money on impressions that don’t lead to sales. This is especially helpful if you’re on a limited budget.

Sales Cycle is Shortened

Eliminate unqualified buyers right away. Your focus will be on accounts most likely to buy.

Sales & Marketing Teams Align

Aligning both teams allows for the sales team providing feedback and the marketing team providing relevant resources. They can cooperate on campaigns by targeting accounts that are valuable, which will raise your chances of sales.

Do you care about ABM now? Interested in learning more? BrainSell is hosting a free webinar on Account-Based Marketing on Thursday, April 13th at 2:00 PM EDT. Register here: ABM

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Sonja Fridell

Sonja is very active in architecting CRM, ERP and marketing automation solutions for clients across North America. As an ex-journalist, she is adept at exploring a client’s needs and coming up with cutting edge, elegant solutions that fit, drive adoption, and create real results.

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