Introduction to the Account Based Marketing strategy


What is ABM?

  1. PRE-Qualification and construction of the list of leads at the START!!
  2. An approach focused on generating sales opportunities with specific companies instead of going through the entire
  3. Marketing/Sales segment working together and aligned

Lead gen vs ABM



Are LeadGen and ABM Exclusive?

Absolutely NO.

  1. You can have global LeadGen strategy and do specific actions per account.
  2. In fact, doing so will increase your chances of success.

and Mistakes

Myths
  1. ABM Myths Supersedes Other MKT Activities: Understand that not everyone who interacts with your content wants to buy
  2. ABM is expensive
  3. ABM has to be 100% personalized
  4. ABM requires a great MKT team Pitfalls
Skip
  1. directly to contacting leads without doing the warm-up tasks
  2. Lack of alignment between your messages, your value proposition and the needs of the companies
  3. Make quick decisions
  4. Ignore the buyer, user, ?champion?, ?sponsor?... and go directly to the decision maker

Summary of the strategy

1. Connect on LinkedIn with the entire purchasing committee (or in another channel they frequent), participate in their content, start conversations.

2. Invite them to an interview (podcast/YouTube) or use their quotes in a blog post)

3. Quote them in industry research or blog posts.

Because when it comes time to move forward with someone, it's already a warm relationship, or at least they know who you are and what you're about.

4. Target them with comprehensive industry case studies and thought leadership.

5. Cultivate thought leadership in the platforms/communities they are on.

6. Host an industry event with known thought leaders, your current customers and invite them. You have the opportunity to get their attention and build trust.

7. Regularly share ideas that your strategic accounts can take advantage of immediately and distribute them appropriately.

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ABM is not a fancy term for "aka warm-up game" display ads and generic "aka sales game" scope.

ABM is sniper-led demand generation and proactive relationship building.

Although it seems "unscalable", this approach will have the highest return on investment and the greatest long-term impact on your business.

Let's go with the development of the points throughout the strategy.