The business-to-business (B2B) strategy known as Account Based Marketing has existed for more than a decade now…but still; it seems widely misunderstood and under-utilised by many.
This is a great shame.
Perhaps we are just tiring of all the marketing buzzwords constantly flung around (which I completely appreciate!) or maybe ABM seems too ‘traditional’ to those unfamiliar with the approach – but uncovering its true meaning and the modern methods behind ABM should certainly widen a few eyes.
An account (or ‘named account’, as it is commonly known) is simply a company that is identified as a valuable prospect.
Think of ABM like this:
Aside from incredibly-optimized search engine or social ads, typical B2B marketing is spray and pray compared to Account Based Marketing. Instead of a large net flung aimlessly over the entire sea, ABM is like launching a laser-targeted harpoon to catch the prize fish.
I can sense your eyes widening.
ABM is the process of discovering and targeting highly-desirable potential prospects, before pushing ultra-personalised communications their way…until you gain them as a client.
“92% of B2B brands focusing on ABM say it is either
‘extremely’ or ‘very’ important to their marketing efforts”
(Source: Sirius Decisions)