Account Based Marketing (ABM)
Marketing and sales work in tandem to win the business of a single account, company, or industry by creating a highly effective and individualized campaign.
The Need for Integrated Sales and Marketing Processes
Account based marketing was developed when we noticed a paradox in the B2B marketplace. 75% of B2B buyers start their buying journey online, but 90% of business was closed by a salesman. If buyers are using both digital and human resources in their buying journey, we should be using both too. ABM combines digital marketing and sales processes to create a cohesive campaign centered around a consumer’s natural actions.
Heat Up Cold Prospects
Marketing efforts work alongside your sales team to help make their initial phone call more successful.
Before your sales team makes that first call, prospects have been warmed by the introductory ABM content. They gain familiarity with the company, making them more likely to pick up the phone with the sales team call.
Before your sales team makes that first call, the introductory ABM content warms up the prospects and familiarizes them with the company, making the prospect more likely to take the call from your sales team.
Move Prospects Through Our CRM With Ease
Easily track the status of prospects in your ABM pipeline in our CRM. You can look at the big picture and only view the overall status, or zoom in and see the history and notes of each individual prospect.
As your sales team guides prospects from one stage of the funnel to another in the CRM, automated emails are sent to help direct prospects further along in the sales funnel, until a “yes” or “no” is ultimately reached.
Save Your Sales Team Time
Handy marketing automations save your sales team hundreds of hours in crafting and executing their own, disjointed campaigns, or even worse, copying and pasting email templates and individualizing them for every prospect. Their time is better spent on the phone and in meetings with prospects.
ABM gives your sales team powerful selling metrics through a completely automated process.
Coordinate Messages Across Platforms
Marketing and sales working together aligns messaging across platforms and mediums, creating a cohesive and streamlined experience for the customer.
Receiving the same message multiple times and through multiple platforms increases the customer’s content retention and trust with an organization, and it’s no surprise that people, especially B2B buyers, will buy from those they trust.
Boost Your Booth Attendance
ABM isn’t only used for traffic to your sales team; it is also an effective tactic to increase attendance at trade show vendor booths.
Trade show attendees are more likely to visit booths of vendors they are already familiar with. Our ABM process boosts brand awareness and puts your booth on the map. Automated follow-up correspondence aids in getting appointments with prospects on your calendar after the show.
Align Business Goals with Marketing Goals
We create a digital marketing strategy that aligns our marketing execution with your top-level organizational goals through an analysis of your competition, current marketing program, target persona, and company goals.