Free ebook: The Most Important Part of Your ABM Strategy

Account-Based Marketing (ABM) has exploded in popularity for B2B companies as technological advances have allowed for more precise online targeting. It’s clear why ABM is so popular — if you have key accounts or industries you target, why waste time and budget on unqualified prospects? When potential buyers from your target accounts visit your site, you want them to engage with the most relevant content, learn about capabilities and offerings pertinent to their organizations, and become more receptive to communication from your sales team. So if real-time website personalization is not a part of your ABM strategy, you are missing opportunities to be individually relevant to each buyer and increase conversion rates among your most important accounts. In this eBook, you’ll uncover: An overview of ABM with a comparison to inbound marketing Questions to ask yourself at each stage of ABM strategic planning The critical role personalization plays in ABM Key ABM personalization use cases to implement for your organization Download this eBook and gain the insights necessary to leverage personalization in your ABM program!

First 3 Pages

The Most Important Part of Your Account-Based Marketing Strategy Account-Based Marketing (ABM) has exploded in popularity as a marketing strategy for B2B companies that sell to target accounts and industries. ABM is about applying innovative techniques to reach, engage and convert potential buyers that meet specific criteria among a particular set of companies. Beyond the buzz, ABM as a concept is not new. B2B marketers and sales reps have long been using various tactics to penetrate target accounts. What is new is the technology and accompanying processes that enable marketers and sales teams to better collaborate on campaigns and share information for industry- and account-level targeting. Whether you are embarking on an ABM strategy or looking to make your existing ABM strategy more effective, this eBook provides valuable insights on how you can (and should) leverage real-time personalization to provide your target accounts with the most relevant and engaging website experiences possible. In this eBook, you’ll learn how to unlock your ABM Strategy! An ABM Overview Most B2B marketing strategies fall somewhere along the spectrum from inbound to account-based marketing. Inbound & Account-Based Marketing Spectrum Inbound Marketing Low average selling price Inside sales or e-commerce Broad applicability Quick sales cycle Blend of both approaches ABM High average selling price Field sales team Narrow applicability Long sales cycle No matter where you fall on this spectrum, the tactics you utilize (email, social, display ads, website, content, events, etc.) remain largely unchanged. What changes is the focus of those efforts. With an inbound marketing approach, the focus is on capturing large volumes of leads to deliver to the sales team for follow up. To capture these leads, many inbound marketing activities are positioned to deliver value to an audience in exchange for contact information that can be eventually passed on to the sales team. In contrast, ABM focuses on engaging individuals only within key accounts, industries or sub-industries. Marketers that adopt a pure ABM strategy often have a product with a higher selling price, a longer sales cycle, and a narrower applicability to a limited set of companies. As opposed to a pure inbound marketing strategy that is ideal for an inside sales team or an e-commerce approach, ABM strategies are generally preferred by field sales reps. Many companies adopt a mix of both inbound and ABM strategies, falling somewhere in between the two ends of the spectrum. They may use inbound marketing to capture leads for smaller deals while targeting larger accounts using ABM techniques. And the marketing content produced can often be used to support both strategies. Of course, there is no right or wrong approach. Organizations need to find the right mix depending on their market and solutions. The good news is that website personalization supports both inbound and account-based marketing.