There are many different ways to execute an Account-Based Marketing strategy. However, finding the right blended approach for your team and the accounts you are targeting is the key to ROI-positive Account-Based Marketing programs.
To help develop a successful account-based marketing roadmap for your organisation, our team of experts will carry out an assessment from the ground up.
We will work with your sales and marketing teams to:
Whether you are looking to expand into strategic accounts, achieve campaign goals or execute a programmatic approach, our team can set you up for success and help you with execution.
ABM or Account-Based Marketing is a more targeted and personalised form of marketing that defines your organisation’s go-to-market strategy around your most valuable target accounts.
Here we work with your sales and marketing teams to run campaigns focused on specific stakeholders from target accounts.
ABM has gained a lot of traction in the last decade and can reap tremendous benefits for your business. 56% of companies now leverage ABM. 80% of marketing teams worldwide have confirmed a higher return on investment from ABM initiatives. So ABM can help your business achieve higher deal closing rates, promote better and relevant brand awareness and much more.
You can definitely do it yourself.
But we find that due to the complexity of ABM campaigns, it’s more than just picking a few campaigns and running some ads against them.
And especially if it’s your first time running an ABM campaign, it will take some time and digging around to get things set up correctly.
We’ve been through the thick of it and have executed a hundred or so campaigns… and in the early days, we made tons of mistakes. At a minimum, we can make sure you don’t make the same mistakes running your ABM campaign. Especially if it’s your pilot and the leadership team has its eyes on the outcome.
Ensuring your sales and marketing team are aligned is pivotal to ensuring your ABM campaign runs successfully. The reason why is because an ABM campaign is a lot more complex and involves your sales and marketing team performing different types of outreach as part of an ABM sequence.
If your sales and marketing team are not aligned, it's likely any accounts that you engage may well receive very mixed messages and communication from your team.
An Account-Based Marketing agency helps you develop a cohesive ABM campaign suitable for your team and your target market. In many instances, organisations are confused about where to start and how “big” they have to go for their ABM campaign.
An experienced account-based marketing agency generally has the processes and knowledge to define ABM for your organisation, help you design your ABM pilot campaign and create a roadmap to scale your ABM efforts. An account-based marketing agency is also a great mediator that can bring the sales and marketing team together to assist in executing an ABM campaign.
This is a hard one. We know recently there has been a lot of content floating around about “ABM is just B2B marketing” or that “ABM is just good marketing”.
The truth is, there are definitely a lot of overlaps between ABM and B2B marketing. Still, ABM has a stronger focus on marketing in the enterprise space. It might not be the best approach for the SMB market (but last time we checked, there are definitely B2B companies targeting and selling to SMBs).
The other big difference between ABM and traditional B2B marketing is that ABM shifts the focus from lead generation to account targeting and outreach. This generally involves a more focused and strategic approach to how your marketing activities operate.
Not at all!
Your ABM initiatives can live right alongside your traditional demand-gen strategy. Having a solid demand generation foundation can play a big part in helping you roll out your ABM campaign.
As your organisation begins to mature its ABM practices, you might find yourself having two go to market strategies (ABM and demand-gen), custom made with different objectives in mind.
You are in luck; we at xGrowth have created a complete ABM Guide that can be accessed.
If you are looking at solving a specific problem, contact us for a free discovery session now!