ABM – A Sales and Marketing Match Made in Heaven

Data Dwell will be exhibiting at next February’s Marketing Show North.

Modern technology has increased the demand for efficiency and convenience.

Many companies – and individuals – don’t want to have to go searching for information or solutions. They want it sent straight to their doorstep.

And the best way for marketers to position that information to prospective clients and customers is through account-based marketing.

What is account-based marketing?

Account-based marketing, or ABM, is an increasingly-in-demand method of generating and converting B2B leads.

It reduces the focus on selling and repositions this attention towards building immediate B2B relationships. Towards sharing relevant information at the most appropriate time.

It’s such an effective way to build marketing campaigns that in 2018, 85% of respondents in an ABM Benchmark Survey said they were using it as a key strategic tool.

When a notable target market segment consistently evades standard marketing methods, it’s important to evolve our way of communication to increase success. ABM helps businesses specifically target these segments.

ABM 101

If you’re new to marketing, it’s likely that the term ABM has crossed your path at expos and exhibitions, and been talked about in various circles but never properly explained.

ABM changes the rules.

In standard marketing, campaigns are targeted at a general audience – methods like content marketing act as a generic butterfly net that hopes to catch a few clients.

Account-based marketing targets specific audience segments, allowing the sales and marketing departments to team up and focus on individual accounts as if they are their own markets.

The process allows steps in the sales pipeline to be skipped or sped-up: there’s no longer any need to focus a campaign on lead generation, since you’ve already identified the client you want to bag.

Instead, sales teams can jump right into lead conversion through a series of targeted, unique engagements, using content that marketing has created specifically for them.

What’s different with account-based marketing?

In account-based marketing, the digital footprint of a marketing campaign twists its focus to target key accounts.

Rather than valuing SEO to raise brand demand, generate authority, and attract more interest, ABM should value insightful information and useful industry content.

This content should be created to demonstrate a business’s expertise and relevance, to encourage the client to trust your B2B service will make their job easier.

In turn, this converts already-generated leads into conversions. It becomes a 1-on-1 conversation between the two of you.

Onsite content and pages need to go hand-in-hand with an ABM approach. Targeted ads, offers and microsites (pages that utilise tracking technology to direct clients to personalised pages) are an important area to focus on, as they reinforce account-based marketing and encourage conversions!

ABM unites sales and marketing teams

To run an effective account-based marketing campaign, sales and marketing teams must have a strong, highly connected relationship.

Sales teams know who’s who regarding desired clients, and marketing teams have the creative skills to draw them in. Together they can target highly relevant content directly to the most engaged leads.

ABM can unite separate departments into one collaborative team with a collective goal – and without this shared goal, marketing teams may operate blindly, and sales teams miss out on the key steps to bagging a client.

But getting marketing and sales to work closely together can be a challenge. Thankfully software like Data Dwell’s Sales Enablement helps to close the gap between the two teams. Marketing can slot content directly in the sales rep pipeline, and sales can feedback on the content they need, and the effectiveness of it.