Account Based Marketing

Account Selection

Identifying and selecting target accounts based on predefined criteria and parameters such as industry, company size, revenue, or specific characteristics that align with your ideal customer profile. Customer segmentation and profiling forms an important precursor to ABM.

Account Research

Conducting in-depth research on the selected accounts to gain insights into their business needs, pain points, key decision-makers, organisational structure, and any other relevant information. This research helps in creating personalised marketing messages and strategies.

Personalised Content Creation

Developing tailored content, such as whitepapers, case studies, e-books, webinars, videos, or blog posts, that address the specific challenges and interests of the target accounts. The content should be valuable, informative, and relevant to the individual account's needs.

Account-Specific Messaging

Crafting messages that are personalized to resonate with the target accounts, taking into consideration their pain points, goals, and challenges. The messaging should be tailored to the specific decision-makers and stakeholders within each account.

Multi-channel Campaigns

Implementing marketing campaigns across various channels, including email marketing, social media, direct mail, online advertising, and personalized landing pages. These campaigns are designed to reach and engage key stakeholders within the target accounts.

Relationship Building

Building strong relationships with key contacts within the target accounts through personalized communication, such as one-on-one meetings, phone calls, personalized emails, and networking events. This helps establish trust and rapport with the individuals involved in the purchasing process.

Sales and Marketing Alignment

Collaborating closely with the sales team to align marketing efforts with the sales process. This involves sharing account insights, coordinating outreach strategies, and providing sales enablement materials to support the sales team in their efforts to engage and convert target accounts.

Measurement and Analytics

Tracking and analyzing the effectiveness of ABM campaigns by monitoring key metrics and KPIs, such as engagement rates, conversion rates, pipeline progression, revenue generated, and ROI. This data helps refine and optimize future marketing efforts.

Account-Based Advertising

Implementing targeted advertising campaigns that focus on reaching individuals within the target accounts. This can involve using platforms like LinkedIn, Facebook, or programmatic advertising to deliver personalized ads to the identified decision-makers.

Account-Based Retargeting

Deploying retargeting strategies to keep your brand and messaging top of mind for individuals within the target accounts. This can include serving display ads, personalized content, or custom landing pages to those who have already interacted with your website or engaged with your brand.