ABM is a form of strategic business marketing and is where an organisation takes an individual prospect or customer account and treats it like its own market.
It’s typically performed by enterprise-level sales organisations and is ideal for B2B businesses that have multiple buyers or stakeholders.
It focuses on addressing the needs of a business by connecting with all its stakeholders, and it incorporates inbound marketing as it has a strong focus on creating great content to bring your prospects to you.
First, we combine forces with your team and analyse your existing customer base to identify the ones that fit your definition of an ideal customer. And, we use technographics and firmographics to consider those that have the highest value over the longest lifetime.
Next, we take a deep dive and research the key individuals who have influence on the final buying decision and who we need to get in front of. We make sure we understand their ecosystem, the channels they use, the content they consume, and we identify their pain points and challenges.
Then, we’ll develop personalised campaigns to build and nurture relationships with your prospects. This will involve developing high-value content specifically for the key individuals we’re targeting that’s on topics that matter to them and in their preferred format and tone.
Now you have targeted content, you need to push it to your targets on the right channels, at the right time. Our team will map out your target’s ecosystem and ensure your brand and key spokesperson is at the centre of it. By utilising all the content we’ve created we will increase awareness of your brand, attract and engage your targets and build credibility and trust.
After all the planning, we put it into action. We’ll put all our efforts on nurturing your key accounts and the targets within them, on a one-to-one level. Whether that’s through email, events, direct mail, ads or social media, we begin building relationships to drive your ABM strategy and sales, in conjunction with your existing marketing activities.
Measuring your ABM efforts is different to measuring general marketing tactics, as both your marketing and sales activity will drive your sales pipeline. To achieve the best results from ABM we recommend running a lead nurturing strategy through your ABM funnel for a minimum of 12 to 18 months to see real return on investment. After this point we’ll analyse account engagement and opportunities created along with the deals you’ve closed and won.
For more information about how we might be able to support your specific needs give us a call on 01926 422002
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