What is Account-Based Marketing?
Posted: Sun Dec 22, 2024 5:09 am
To understand Account Based Marketing, I like to draw a comparison with Lead Based Marketing.
Account-based marketing works, unlike lead-based marketing, as a strategy to open conversations with specific accounts , i.e. with a list of target companies. In contrast, lead-based marketing does not focus on accounts, but rather seeks to “attract” those people who are interested in a product or service.
For this reason, ABM is increasingly being used by sales teams that sell to large companies and need to connect with decision makers – and influencers – to generate commercial interest.
What Account Based Marketing seeks is to open a conversation that allows business opportunities to be detected.
Unlike lead-based marketing which is based on attraction, account-based phone number in korea marketing is based on interruption.
Modus operandi
How does Account Based Marketing work? The first thing it seeks is to “interrupt” the prospect wherever they are (on Linkedin, checking their email, on a blog or content site, etc.). The goal of this interruption is to attract attention, and to achieve this you must be very sharp in your message (both in form and content). If a message does not capture the prospect’s attention, then the ABM process cannot develop.
Once you have captured the prospect's attention, ABM will seek to maintain that attention over time, which will allow you to build interest.
Interest is the result of a series of messages that insist on a valid motive for the prospect. That valid motive is usually a pain point, which is of particular concern to the company.
Sustained interest over time will lead to conversations, which are expected to lead to business opportunities.
Once inside the account, ABM will seek to “expand” the conversation to other interlocutors within that large company. This strategy is known as “land and expand” and consists precisely of starting a conversation with a selected interlocutor and then from there opening new conversations with other areas of the company.
Account-based marketing works, unlike lead-based marketing, as a strategy to open conversations with specific accounts , i.e. with a list of target companies. In contrast, lead-based marketing does not focus on accounts, but rather seeks to “attract” those people who are interested in a product or service.
For this reason, ABM is increasingly being used by sales teams that sell to large companies and need to connect with decision makers – and influencers – to generate commercial interest.
What Account Based Marketing seeks is to open a conversation that allows business opportunities to be detected.
Unlike lead-based marketing which is based on attraction, account-based phone number in korea marketing is based on interruption.
Modus operandi
How does Account Based Marketing work? The first thing it seeks is to “interrupt” the prospect wherever they are (on Linkedin, checking their email, on a blog or content site, etc.). The goal of this interruption is to attract attention, and to achieve this you must be very sharp in your message (both in form and content). If a message does not capture the prospect’s attention, then the ABM process cannot develop.
Once you have captured the prospect's attention, ABM will seek to maintain that attention over time, which will allow you to build interest.
Interest is the result of a series of messages that insist on a valid motive for the prospect. That valid motive is usually a pain point, which is of particular concern to the company.
Sustained interest over time will lead to conversations, which are expected to lead to business opportunities.
Once inside the account, ABM will seek to “expand” the conversation to other interlocutors within that large company. This strategy is known as “land and expand” and consists precisely of starting a conversation with a selected interlocutor and then from there opening new conversations with other areas of the company.