Account-based Marketing (ABM) is all about targeting the prospects that really matter.
ABM is a marketing strategy with a laser-focused approach to marketing and sales for the most valuable accounts to your business. It starts with identifing the most valuable accounts for your business, then focuses resources on those accounts with the goal of building an ongoing relationship with the customer.
To create a successful ABM strategy having a disqualification process is critical to build a quality account list. You must accept the fact that not everybody is going to buy your product. The narrower is your focus, the higher ROI you’ll see.
Account-based marketing uses personalized campaigns designed to engage each account, basing the marketing message on the specific attributes and needs of the account. The more time you spend on account research and discovering the needs of the buying committee members, the more personalized and specific pitch you’ll be able to create. Multiple people influence the decision-making process. Personalize your messaging by explaining how you can help solve your target accounts’ specific challenges and help them achieve their business goals. Every member of our buying committee has different needs, goals, and reasons to buy or not to buy your product.