As we continue getting ready for 2015 we are stepping up our game next year and going to do a better job of Account Based Marketing. We know there are multiple buyers in most B2B buying teams and each person has different drivers and different pain points they are trying to solve for. To get to know our key buyers, we interviewed them. Here’s more detail on that.
We asked them what kinds of content they like to consume, where they go to get content, where they engage, what with and much, much more. We were very thoughtful about our approach and now we’re ready to move into action.
Let’s make sure we’re all on the same page and start with a definition of Account Based Marketing from Wikipedia
Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organisation considers and communicates with individual prospect or customer accounts as markets of one.
Account based marketing can help companies to:
Increase account relevance
Engage earlier and higher with deals
Align marketing activity with account strategies
Get the best value out of marketing
Inspire customers with compelling content
Here’s the part we like best.
Marketing will also take an increased role in developing intelligence on key accounts – as proposed by Peppers and Rogers (1993): When two marketers are competing for the same customer’s business, all other things being equal, the marketer with the greatest scope of information about that particular customer […] will be the more efficient competitor.
“The greatest scope of information,” we couldn’t agree more. Gathering data from every system and web destination is key. Gathering it, analyzing it and figuring out your personalized approach is the hard part.
**shameless promotion ahead** We can help with the gathering it and analyzing it. You just have to figure out your marketing mix and personalization strategy.
Being able to look all data that touches or surrounds the customer is not easy, so many pieces of information in so many disparate systems. You have prospect data, firmographic data, customer support tickets, account manager notes, purchase history, buyers involved in the deal from beginning to end, and the list goes on. To execute good ABM, you HAVE TO know who you are talking and be armed and ready with the right message at the right time. Be sure to stay tuned in the coming weeks as we role out more about data unification and how smart marketers are using our platform to drive more meaningful conversations.
In the meantime, here's a few more good ABM resources:
- The 5 Things to Know about Account Based Marketing
- Time to Get Personal with Account Based Marketing
- Account Based Marketing, SiriusDecisions
How are you doing ABM in the New Year? Share anything you've discovered as you've either been building your ABM plans or ABM ideas you think we should talk more about here. With marketing technology helping us drive our approach and programs, marketers must step up and help Sales start and drive the most relevant conversation possible.