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https://www.optimizely.com/optimization-glossary/account-based-marketing https://blog.hubspot.com/marketing/account-based-marketing-guide https://www.gartner.com/en/digital-markets/insights/abm-strategy https://mailchimp.com/resources/abm-strategies https://www.vidyard.com/blog/account-based-marketing-tactics https://www.fullfunnel.co/blog/abm-segmentation-the-key-to-your-account-based-program

Account based marketing (ABM) is a business marketing strategy that concentrates resources on a set of target accounts within a market. It uses personalized campaigns designed to engage each account, basing the marketing message on the specific attributes and needs of the account.

ABM strategies also take a more holistic view of marketing, beyond just lead generation. Marketing to existing customer accounts to encourage upselling and cross-selling is one of the keys to getting the most value from your largest accounts. That’s why 92% of companies with mature ABM programs report it drives more ROI than any other marketing tactic.

https://www.smartbugmedia.com/blog/abm-marketing-strategy

ABM Account-based marketing strategies are focused on B2B marketing, in which marketing and sales teams meld their expertise to locate, target, engage with, and close deals with high-value accounts through valuable content, technology, comprehensive cross-channel campaigns, and more.

ABM is very useful for companies that have an eye on the big fish. You can prove ROI quickly when you land a big catch, and the team loves to see you reel them in!

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https://www.smartbugmedia.com/blog/how-to-get-started-with-abm-in-hubspot https://www.smartbugmedia.com/blog/how-to-get-started-with-abm-in-hubspot Why Take an ABM Approach? With ABM, you’re aiming to reach high-value customers and accounts that have a definite need for your product. You’re looking to engage the best-fit leads in the hopes that they’ll turn into customers.

Here are a few reasons why ABM is quickly gaining traction:

1. It’s highly personalized. With ABM, you’re targeting individuals and accounts that are in the market or have a need for your product.

2. It eliminates unqualified leads. In an ABM campaign, you have already identified your list or have a set of criteria for making sure you’re only going after qualified leads.

3. ROI can be easily measured. By confirming which accounts turned into deals and customers, ABM allows marketers to measure ROI with more confidence than traditional inbound-only approaches.

Ask yourself the following questions when building your ABM strategy: How long will the campaign run for? How will we market ourselves to target accounts? (emails, social media, paid media, direct mail) When should sales take over from marketing? What will sales outreach look like? (Determine the frequency of emails, calls.) What KPIs should we be measuring? How many accounts do we need to land for the campaign to be successful?

Typical ABM campaigns can last for up to eight weeks, with the first few weeks focused on marketing and nurturing target accounts, followed by outbound sales outreach. Building your strategy and outreach ahead of time will ensure that both marketing and sales are on the same page with regard to how the campaign will work and who’s responsible at each step.

Here are four common ABM tactics that can help you personalize content to your target accounts:

Engage with accounts and individuals on social media by sharing helpful blogs and e-books you’ve created.
Launch paid media/display ads that are relevant to the account/industry you’re targeting. Build custom landing pages tailored to the needs and interests of the account. Send personalized gifts or swag. Sponsor a booth at a target account’s event. After you’ve identified how you will target accounts, verify that you’re set up to execute and track the campaign. Ensure that:

All lists and target accounts have been identified. All paid ads are designed and ready to launch. All landing pages are functional and tagged with tracking links. All emails/templates are ready to be used. Any direct mail or gifts are ready and available to send. Reporting is set up in HubSpot to track progress.

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Build Your Buyer Personas Around ABM ABM and buyer personas go together like PB&J, wine and cheese, the internet and memes. When they work together, ABM and buyer personas help marketers understand the people within a specific account so you can create targeted messaging to provide leads with high-quality content specific to each stage of their unique Buyer’s Journey. But wait, what are buyer personas? Buyer personas are fictional representations of your ideal customer profile. These are more than just descriptions of your buyer—personas tell you what customers are thinking when considering the problem that your product or service solves. Aligning your marketing message to each persona should help you attract similar buyers.

https://www.smartbugmedia.com/blog/measure-lifetime-value-of-customers