VLG Insights
Insights

B2E Marketing

Key account targeting

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 (ABM), plugs your ideal customer profile (ICP) into a structured marketing and sales apparatus to identify, engage, convert, and expand your customer base.

Our ABM Strategy
VLG ABM 101

Ideal customer profiles

Companies love their brands, but companies that love revenue care focus on their ideal customer. Cultivating relationships with future customers and expanding relationships with existing customers take time and persistence.

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.

The winning B2E formula

Technology

Companies are likely to have at least three different ABM software solutions. We call this your marketing technology stack, or tech stack, or martech. The basics include a customer resource management platform, email marketing solution, and web analytics tool.
As your own account-based marketing definition grows more sophisticated and aligned with your specific requirements, so must your tech stack. Successful B2B companies using ABM move into intent-based solutions, marketing automation tools, and applications that further align sales and marketing.
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Strategy

Why is your tech stack so important today? Technology drives strategy. Software engineers code complex algorithms that measure everything from search histories to mouse movement.
This level of detail gives today’s ABM professionals the data needed to execute programs with surgical precision. We build strategies that work with your martech to fulfill the marketing promise of engaging audiences at the right time with the right message.
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Creative

Until the robots take over, the creative companies need to execute ABM strategies and justify the price tag of all that technology. If done right, your creativity and technology will feed off each other.
Creative is no longer pass or fail. It is an ongoing process. ABM creative leverages the data captured by technology to refine and reshape an emotive message that moves buyer groups to take action at the key account level.
The technology, strategy, and creative elements of this formula will enable you to define account-based marketing tailored to the needs of the enterprise.

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View All Work Examples
VLG has been fantastic to work with. They never fail at thinking things through and pushing creative boundaries.
— Gretchen Weaver, Avere Systems
VLG is very creative, proactive, accommodating and responsive.
Would highly recommend them.
— Elias Abdo, ABBYY
VLG has a grasp on who our target market is and understand our goals.
— DeLaine Nick, ICE Mortgage Technology, Inc.
The pieces VLG designed have been so successful that prospects are actually calling us directly as a result!
— Courtney Pierce, Rapid7