ABM Strategy. Account-Based Marketing

Account-based marketing focuses on specific companies or key accounts. The ABM strategy focuses on selling and promoting to a narrowly targeted, most often B2B, audience.

In other words, ABM works with quality rather than quantity. And it starts at the other end of the sales funnel, i.e. at its base. The ABM strategy focuses on companies that could become ideal customers. For example, by tracking website visitors or researching potential customers, creating content and developing marketing campaigns specifically for certain businesses and companies.
ABM Strategy. Account-Based Marketing
ABM treats a specific account as a separate market, focusing on detailed information about key clients and the structure of their company.

The ABM concept resembles an inverted marketing funnel. Instead of massive advertising mailings and efforts to attract the attention of a large audience, an ABM strategy initially analyses accounts and selects the most relevant candidates from your target audience. Individual marketing campaigns are tailored specifically to them (their interests, habits).

This approach saves time and resources, and automatically eliminates untargeted users. This affects conversion rates, but requires careful analysis of the target audience.
Marketing funnel in reverse
Traditional inbound marketing can be likened to casting a fishing net into the ocean; the catch is everything caught in the net, the necessary and not so much. ABM is more like casting a hook with a specific type of bait for a specific fish.

ABM uses: specific data about the enterprise (the prospective future customer), targeted lists of key people and decision makers.

Individual marketing campaigns are then developed, incorporating social media advertising, email marketing, PR and personalised messaging tailored to the recipient's interests.
Hook versus fishing net
You often hear that ABM is only for corporate clients. It isn't. In fact, account-based marketing tactics can be used to target any B2B customer.
ABM brings the sales and marketing departments together, focusing their efforts on analysing and identifying the most valuable customers for your business.
Account-based marketing uses data on the consumer behaviour, interests and preferences of your target audience. Automating the data collection and analysis process reduces the time it takes to prepare campaigns. Unique messages made and tailored to each potential customer improve conversion rates and increase profits.

Step 1: Identify the most valuable accounts
AVM is another promotional tool, it does not exclude but complements the usual marketing activities. An analysis of the customer base allows you to identify those who fit the chosen targeting parameters. When selecting criteria common to different organisations, industry ratings are used as a guide. Data is collated by: number of employees, income, industries and geographical location. Very often, regular and loyal customers and those with whom it has been a pleasure to work are singled out.

Step 2: Create Targeted Campaigns
This is the research phase. It can be difficult to find those who make the main decisions in the enterprise. Individual contacts are important, but in the context of all accounts. Once the target accounts and specific individuals have been selected, proceed directly to the creation of personalised campaigns. Building and nurturing relationships is central to a successful ABM programme.
AVM. How does it work?
Step 3: Identify the optimal channels for promotion
You need to find out which channels your target customers and key stakeholders are most likely to use to find trends and solutions. This often depends on the position the potential client holds, the industry and the size of the company.

Step 4: Adapt the advertising message
The advertising message should be adapted to individual needs. For example, an email to an executive should focus on business results, whereas an engineer would be more important to learn about how he or she can solve technical problems in the company.

Step 5: Sargona Private Capital
Sargona Private Capital uses ABM and project analytics tools in its work. Our experts work together with the sales team of the client's company to create a short list of the most valuable or potential clients. Having carried out the analysis of client bases we define the ideal profiles and accounts of the future client companies. Sargona Private Capital collects information, generates target account portraits not only of users, but also of entire organizations. Segments groups and prepares personalized commercial offers. Develops advertising creatives, interactives, webinars and events.
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