Why your B2B company needs Account-Based Marketing?
Let us begin with what is Account-Based Marketing and why is the hype around it.
What is Account-Based Marketing:
In simple terms, Account-Based Marketing highly targeted and personalized way of marketing.
Guess what — Marketing and Sales team are the core members when implementing Account-Based Marketing.
How Account-Based Marketing works:
There are six crucial stages of Account-Based Marketing:
1. TARGETING ACCOUNTS/COMPANIES
Targeting accounts/companies are the first vital stage of Account-Based Marketing. There goes a lot of research and hard work in this stage. Your sales and marketing team have to collaborate and research the companies which your firm wants to target.
Suppose YOU are an Event Management company and your sales and marketing team have decided that you will target only the European countries.
THEN HOW WILL YOU KNOW WHICH COMPANIES ARE IN THE NEED OF EVENT MANAGEMENT SOFTWARE?
So, right now your sales and marketing team needs to research on the Intent of the accounts, which means you have to wear your research pants to identify which are the companies require Event management software.
For researching the Intent — you can use tools such as RainKing, Priority Engine, etc.
Now, you have identified which are the companies which need Event management software.
Then comes the Stage 2:
2. TARGETING DEMOGRAPHIC REGIONS
Right now your company has decided which company to focus based on Intent and what they can spend.
Now you have to decide which European countries you want to target. This stage is very crucial which needs research and salespeople availability in that area.
Suppose your firm has decided that you will be targeting England. Then the next step is to decide which parts of your targeted location you want to pursue.
Now comes stage 3:
3. TARGETING RIGHT PEOPLE
Now you have to decide which people to focus based on your targeted accounts.
Based on your needs you have to target people who matter and people who can take the decision.
4. ADVERTISE
Just a recap, you have identified companies, regions and people you want to target.
Now Advertise.
There are many tools which can be used for Account-Based Marketing advertising such as Terminus, Triblio, etc.
In the above tools, while creating an ad campaign, you can keep all the criteria we have discussed such as your targeted companies & region and showcase your value and services to those accounts.
You can also use email marketing to advertise your services.
5. FOLLOW-UP
What next?
You did all the targeting, and then you advertise — — then you wait and followup.
While following up, you can also reach out to them on social media.
6. 1 ON 1 MEET
After following up, if the right people are interested in what you have to offer, you schedule a 1 on 1 meeting and make sure they feel what you are providing.
The stages and targeting will differ from what your company wants from Account-Based Marketing.
I hope the above information helps you and make your marketing activities more strategic.
Source: https://www.ankitbishnudash.com/blog/why-your-b2b-company-needs-account-based-marketing
