After the ABM approach has been determined, the actual ABM process begins with defining the most promising accounts and decision-makers. Everything starts with the Ideal This usually involves creating ideal customer profiles and account lists together with sales and often with the help of software tools. From then on, all efforts are focused on working with these accounts and decision-makers.
This is particularly accompanied by an intensive target customer analysis. This is the only way to gain a deep understanding of the accounts. On the basis of this understanding, channels and content are then defined for the target accounts and optimized for them. Depending on the ABM approach, different priorities dominate when choosing channels.
The campaign is then implemented and its success measured. Determining poland whatsapp number data the ROI is easier in ABM and, not least of all, ensures high levels of acceptance among management. It is noticeable that good ABM leads to significantly higher ROIs and thus establishes itself as an efficient approach for B2B providers.
Why B2B Marketers Love ABM
ABM can be used to take into account the fact that purchasing decisions in B2B companies are made in buying centers. Everything starts with the weather was pleasant at the end of the week the Ideal The target persona as a central factor in the development of a marketing strategy is consequently losing importance compared to the ideal customer profile.
Target accounts and contacts are proactively identified and contacted. The B2B provider stands out from the crowd by consistently addressing the customer. Scatter losses such as in inbound marketing are avoided. This makes ABM campaigns one of the most efficient marketing approaches [see study below].
The Challenge of Account Based Marketing
Setting up individual campaigns for potential customers is a high effort and associated risk for B2B companies. This approach is currently only betting email list becoming established for B2B companies whose target accounts consist of a few large customers with a high potential contribution margin. Many B2B providers are still hesitant to introduce it, although the risks are significantly lower with one-to-few or one-to-many ABM.
An important success factor for successful ABM is the collaboration between marketing and sales. In particular, the point in time at which sales takes over must be defined. Other important points to clarify are how many decision-makers are contacted per account, how they are contacted and when. The changed collaboration represents a challenge that requires not only suitable tools and structures but also acceptance.
Isn’t this just well-targeted inbound marketing or key account management?
Inbound marketing is aimed at generating leads and therefore initially pursues a quantitative goal. The leads are then qualified in the lead management process and some of the leads are converted into customers. Everything starts with the Ideal This process is often represented using the funnel.
In contrast, ABM is not quantitatively oriented, but is based on defining the target companies as precisely and qualitatively as possible. By working on the companies in more detail and defining decision-makers, the group of people addressed increases over time (reverse funnel).
In addition, the focus of ABM is not only on acquiring new customers, but also on expanding existing customers (“land and expand”). This aspect of existing customer development overlaps strongly with key account management, which is traditionally part of sales.
However, Account Based Marketing (ABM) goes further by strategically aligning the entire processing process. Especially in terms of acquiring potential target customers. Not only existing contacts, but all those involved and influencing the purchasing . Decision process in the target company are addressed with suitable measures.