In the past, all B2B marketers wanted to do was get their message and product out there and hope as many people as possible would see it. Over time we started to see those results work less and less. More people had less time and were focused on their specific needs and people were inundated with marketing thrown at them. This forced marketers to think differently and be more specific and targeted in their approach. Now we are at a point where we are seeing there are greater results when taking a quality over quantity approach. As we all know, we as marketers are fighting for attention.
Successful campaigns don’t aim to distribute a generic message to masses and masses of people to increase brand reach and visibility. Successful campaigns are those that focus on a key demographic with a specific message. Having a niche focus and personalization have taken the focus away from the more traditional mass advertising approach. Consumers are subjected to hundreds of messages every day via their phones, email addresses, and paid advertisements, to name a few. Marketers need the solution to overcome this problem. They need to devise messaging that doesn’t look like spam.
And now we come to the age of personalization.
Personalization is the foundation of a successful, modern marketing campaign. Tailoring your messages to specific demographics ensures you’re not only avoiding a digital spam filter but will also break through your key prospect’s personal spam filter. A personalized message not only gets read but, when it’s properly optimized, will coerce its target into taking the action you want them to.
There have been big developments in marketing personalization, from the basic addition of a first name to emails to complex triggered emails that respond to certain user actions. We’re in a period where technology allows us to collect more data and send messages in a more personalized way than ever before.
For B2B companies, taking an Account Based Marketing approach is the current best option available for getting targeted messages to your key accounts.
Account-based marketing isn’t a new idea. It was in fact pioneered long ago. However, due to the relative lack of technology at the time, implementing an ABM campaign was difficult, complex, and expensive.
The obvious solution to this problem? Automation. By implementing marketing automation and customizing it for account-based marketing, B2B marketers will have a technology that could scale with their new business.
A Few Clear Benefits of Account Based Marketing
Benefit #1: ROI is Much More Clear - ABM gives us the ability to pinpoint marketing. It’s incredibly precise, targeted, personalized, and accurate compared to general inbound and outbound strategies, which in return makes it easier to measure against ROI.
Benefit #2: There’s less wasted time, effort, and less risk - By utilizing ABM marketing strategies, B2B marketers can do more with less. A smart ABM technology setup helps the same number of account managers target, market to, convert, and upsell a much larger number of contacts at each account before another account manager has to be hired.
Benefit #3: Clients like it because it’s personal and has a greater chance of relating to the communication - ABM is implemented with the needs of a specific target prospect at a specific target account in mind. In order to be personal, it requires reviewing the data you already have and integrating it with your campaign.
Account-based marketing is a term most often associated with B2B marketing and sales. Its focus, as you guessed, is on marketing at the account level.
It's completely against the spray and pray method. Account Based Marketing begins with the identification of key accounts or groups of people. You then target your marketing to their needs and reach out via the channels that they’re actively using. Account Based Marketing is able to align Marketing and Sales closer than other tactics because it requires their cooperation from the start of the campaign planning. The better you understand your target account, the better the results you see.