Account-based marketing (ABM) continues to grow rapidly, as it promises to help businesses close more sales at higher value accounts. But what is ABM really? How does it fit in with your existing marketing efforts? Who should be involved in getting ABM off the ground? What do ABM campaigns actually look like?
If you’re new to account-based marketing, you no doubt have a lot of questions. You’ve probably heard people talking about it, but sorting out useful information from noise is never easy. That’s why we’ve put together a tutorial series explaining the basics of ABM.
ABM: What do you need to know to get started?
Many companies are tempted to jump into account-based marketing by reaching out to what they think are ideal accounts without understanding the fundamentals of this marketing approach. Ideal customer profiles, personas, buyers’ journeys, and other research aren’t things you should skip. These tools give you a clear picture of your target audience, which helps you align your teams, find the businesses you should reach out to, and craft content that speaks to those people. This video series aims to prevent you from getting started without this foundational knowledge.
In these 6 short videos, we explain:
- The relationship between your marketing and sales teams
- How to sort through data to create an ideal customer profile
- Tactics for identifying target accounts
- Steps for tiering your target account list to prioritize marketing efforts
- The development of personas and buyers’ journeys
- Tips for content creation and personalization
These tutorials will give you the background information you need to implement ABM in a way that will yield results. This series is also a great resource for teaching others in your organization about ABM and getting their support.
Avoid common ABM mistakes
Once you have a good understanding of how account-based marketing works, you’ll still need to do a fair amount of planning before diving in. As SiriusDecisions points out, ABM isn’t just a marketing tactic—it’s a mindset. Common errors like not putting someone in charge of ABM, assuming a single technology solution can handle everything, and proceeding without clarity for your teams can quickly set you back.
Like most marketing efforts, you’ll also need current data and a measurement plan for effectiveness. All those things require planning and a team effort, so you should sit down with your team ahead of time and identify what you think success looks like and how you can measure it along the way. ABM likely won’t deliver amazing results overnight, but over time it can make a big difference for your business.
If you’re looking for assistance mapping out an account-based marketing plan or executing ABM projects, get in touch. We’d love to discuss how your business can improve sales, increase deal size, and more with this important marketing approach.