Account-based marketing definition
One popular account-based marketing definition is “the most effective way to identify, engage, convert, and expand your customer base.”
ABM will increase click-through rates, pipeline growth, conversion rates, and deal velocity by focusing on cultivating the best-matched and most profitable accounts for your business.
Account-based marketing basics
Companies love their brands, but companies that love revenue care more about demand generation. ABM has evolved demand generation marketing that continues to drive marketing and sales alignment.
Gone are the days of siloed marketing and sales initiatives. ABM brings it all together under one roof. Get good at the basics and your ABM will drive demand.
Account-based marketing is defined by these steps:
- Identify – Marketing and Sales come together to identify the best revenue opportunities, key accounts, buyer groups, personas, pain points and solutions.
- Engage – Creative programs break through the clutter to engage their key accounts on a one-to-one basis. Personalized messaging is key to online and offline audience engagement.
- Activate – Emotive art and messaging turn passive participation into active engagement. Activation becomes formulaic when we truly know and understand our target audience.
- Expand – ABM is relationship building. Trust is the foundation. We leverage powerful data tools to craft creative solutions that retain and grow key accounts.