Account Based Marketing is not for every B2B company
Posted: Sun Dec 22, 2024 5:09 am
This type of strategy is widely used in B2B companies that have consultative sales models , that sell high-ticket solutions and where sales processes tend to be relatively long (from 3 months to 12 months).
This is a differentiated strategy in the sense that it allows you to personalize and differentiate yourself in the approach or the way you contact your prospects.
There are B2B companies that, due to their business and commercial model, do not need ABM or cannot benefit from it. In general, the greater the volume of leads and the smaller the sales ticket, the further away the company will be from the need for an ABM model, and closer to an LBM (Lead Based Marketing) model.
3 pillars of Account Based Marketing
At Pragmática | B2B Demand Generation , when we work on ABM projects, there phone number in korea are a large number of elements to consider, but we can highlight 3 fundamental pillars, as categories on which we must put special concentration.
The first pillar is segmentation:
An ABM strategy is based on very clearly defining the segments that I am going to attack. This segmentation can be done in different ways: one of the most used methodologies is the ICP (Ideal Customer Profile) and it is a type of methodology that is used to create specific customer segments that we are going to try to reach.
The second pillar is commercial narratives:
The idea is that once I have defined what the CP or ideal client profile is, I have to be able to create a commercial narrative.
This commercial narrative arises from being able to understand what the perfect “fit” is between my value proposition and the pain points of that ideal segment I am targeting.
The third pillar is ABM campaigns:
Once I have the sales narrative defined, I can then create an ABM campaign from it. To do this, I need to make sure that I 1) create and distribute the marketing messages that come from that narrative enough times, 2) on the right channels, 3) to the right people within those target companies, 4) with the goal of generating interest that results in sales conversations.
It is clear that the ABM approach is extremely pragmatic and focused on commercial results. I dare say that there is no marketing strategy that is more aligned with the vision of the commercial area of a consultative B2B sales company.
That is why ABM is a widely used approach in companies that have developed sales teams and that need to generate qualified business opportunities with target accounts.
This is a differentiated strategy in the sense that it allows you to personalize and differentiate yourself in the approach or the way you contact your prospects.
There are B2B companies that, due to their business and commercial model, do not need ABM or cannot benefit from it. In general, the greater the volume of leads and the smaller the sales ticket, the further away the company will be from the need for an ABM model, and closer to an LBM (Lead Based Marketing) model.
3 pillars of Account Based Marketing
At Pragmática | B2B Demand Generation , when we work on ABM projects, there phone number in korea are a large number of elements to consider, but we can highlight 3 fundamental pillars, as categories on which we must put special concentration.
The first pillar is segmentation:
An ABM strategy is based on very clearly defining the segments that I am going to attack. This segmentation can be done in different ways: one of the most used methodologies is the ICP (Ideal Customer Profile) and it is a type of methodology that is used to create specific customer segments that we are going to try to reach.
The second pillar is commercial narratives:
The idea is that once I have defined what the CP or ideal client profile is, I have to be able to create a commercial narrative.
This commercial narrative arises from being able to understand what the perfect “fit” is between my value proposition and the pain points of that ideal segment I am targeting.
The third pillar is ABM campaigns:
Once I have the sales narrative defined, I can then create an ABM campaign from it. To do this, I need to make sure that I 1) create and distribute the marketing messages that come from that narrative enough times, 2) on the right channels, 3) to the right people within those target companies, 4) with the goal of generating interest that results in sales conversations.
It is clear that the ABM approach is extremely pragmatic and focused on commercial results. I dare say that there is no marketing strategy that is more aligned with the vision of the commercial area of a consultative B2B sales company.
That is why ABM is a widely used approach in companies that have developed sales teams and that need to generate qualified business opportunities with target accounts.