Account Based Marketing

Account-based marketing (ABM) is a personalized approach to sales and marketing, aiming to increase awareness and develop relationships both with existing customers and the prospects you wish would become clients.

Account Based Marketing

Account-based marketing (ABM) is a personalized approach to sales and marketing, aiming to increase awareness and develop relationships both with existing customers and the prospects you wish would become clients.

HOW ABM CAN BENEFIT YOUR B2B STRATEGY


ABM is essentially a form of strategic business marketing, which helps organizations concentrate their sales and marketing resources by focusing on reaching out to customers with a more personal approach. Instead of communicating widely to an entire target group, the communication is directed towards the accounts you choose to prioritize. Basically, a set of similar accounts, which can be processed in the same way, is defined. By observing the buyer’s journey and where the account is currently at, the message is concentrated based on what will create value for the account at the moment. This is particularly suitable for B2B, where the buyer’s journey is usually long and complex. The strength of ABM is that it makes your key customers feel chosen, as the messages and services conveyed are adapted to their particular needs.

WHY BRIGHTVISION CAN HELP YOU WITH ABM


Brightvision has something many other agencies lack – namely, broad knowledge. With three different marketing departments, we’ll tailor your ABM campaign and go from idea to realization. We start by warming up your selected accounts by working with the branding. As awareness grows, we’ll launch a lead generating inbound campaign, in which we use premium content to encourage the customer to submit their details. Lastly, our TM department takes over and follow up each lead, in order to deliver final SQLs to you.

How ABM can benefit your B2B Strategy


ABM is essentially a form of strategic business marketing, which helps organizations concentrate their sales and marketing resources by focusing on reaching out to customers with a more personal approach. Instead of communicating widely to an entire target group, the communication is directed towards the accounts you choose to prioritize. Basically, a set of similar accounts, which can be processed in the same way, is defined. By observing the buyer’s journey and where the account is currently at, the message is concentrated based on what will create value for the account at the moment. This is particularly suitable for B2B, where the buyer’s journey is usually long and complex. The strength of ABM is that it makes your key customers feel chosen, as the messages and services conveyed are adapted to their particular needs.

WHY BRIGHTVISION CAN HELP YOU WITH ABM


Brightvision has something many other agencies lack – namely, broad knowledge. With three different marketing departments, we’ll tailor your ABM campaign and go from idea to realization. We start by warming up your selected accounts by working with the branding. As awareness grows, we’ll launch a lead generating inbound campaign, in which we use premium content to encourage the customer to submit their details. Lastly, our TM department takes over and follow up each lead, in order to deliver final SQLs to you.

HOW WE DO IT – STEP BY STEP

/01

ACCOUNT DEFINITION


Together we’ll establish a clearly defined list of buyer personas and accounts to target in the campaign. The list will be based on your business objectives and either consist of existing companies in your database, such as lapsed customers or customers with low engagement score. You might also have a list with new prospects you want to target.

/02

PLANNING & STRATEGY


Next step is to develop a tailored value proposition and a dedicated marketing plan for each list (segment). This includes messaging, channels, content, and advertising assets. Our ABM campaigns are based on a multi-channel approach designed to build relationships that will generate a high lifetime value in the long-term. To do so, we utilize inbound tactics supported by inbound marketing, teleprospecting, and paid advertising.

/03

CONTENT PRODUCTION


We produce content highly customized to the segment we’re targeting. Our content is always tied to recent market research and current trends, with the primary aim to educate the reader. The content can come in the form of eBooks, guides, white paper or case studies. During this phase, we also produce ad copy and banners.

/04

PAID ADVERTISING


We work with AdForm, Google Ads, LinkedIn, and Facebook to deliver highly targeted ads that are guaranteed to reach the right people at the right time. We use third-party data, IP-targeting and sophisticated algorithms to optimize campaigns and make sure to reach your prospects in a highly relevant context with personalized content.

/05

TELEPROSPECTING


Teleprospecting is usually a part of ABM campaigns since it allows us to reach the right decision makers with highly personalized messages. Our BDRs work with carefully selected target accounts using a customized message for each prospect. Through on-on-one interactions, we build relationships, qualify the accounts and gather insights.

/06

ANALYSIS & REPORTING


We continuously measure the success of the campaigns based on your goals. Key performance indicators for digital campaigns include cost-per-click (CPC), cost-per-impression (CPM), click-through-rate (CTR), and cost per lead (CPL). Key performance indicators for teleprospecting include the number of interviews, level of engagement, lead conversion, and opt-ins.

HOW WE DO IT – STEP BY STEP

/01

ACCOUNT DEFINITION


Together we’ll establish a clearly defined list of buyer personas and accounts to target in the campaign. The list will be based on your business objectives and either consist of existing companies in your database, such as lapsed customers or customers with low engagement score. You might also have a list with new prospects you want to target.

/02

PLANNING & STRATEGY


Next step is to develop a tailored value proposition and a dedicated marketing plan for each list (segment). This includes messaging, channels, content, and advertising assets. Our ABM campaigns are based on a multi-channel approach designed to build relationships that will generate a high lifetime value in the long-term. To do so, we utilize inbound tactics supported by inbound marketing, teleprospecting, and paid advertising.

/03

CONTENT PRODUCTION


We produce content highly customized to the segment we’re targeting. Our content is always tied to recent market research and current trends, with the primary aim to educate the reader. The content can come in the form of eBooks, guides, white paper or case studies. During this phase, we also produce ad copy and banners.

/04

PAID ADVERTISING


We work with AdForm, Google Ads, LinkedIn, and Facebook to deliver highly targeted ads that are guaranteed to reach the right people at the right time. We use third-party data, IP-targeting and sophisticated algorithms to optimize campaigns and make sure to reach your prospects in a highly relevant context with personalized content.

/05

TELEPROSPECTING


Teleprospecting is usually a part of ABM campaigns since it allows us to reach the right decision makers with highly personalized messages. Our BDRs work with carefully selected target accounts using a customized message for each prospect. Through on-on-one interactions, we build relationships, qualify the accounts and gather insights.

/06

ANALYSIS & REPORTING


We continuously measure the success of the campaigns based on your goals. Key performance indicators for digital campaigns include cost-per-click (CPC), cost-per-impression (CPM), click-through-rate (CTR), and cost per lead (CPL). Key performance indicators for teleprospecting include the number of interviews, level of engagement, lead conversion, and opt-ins.

Top 3 reasons to explore Account Based Marketing

The future of account-based marketing is here. There are many (more) reasons to convince your organization to invest in Account Based Marketing, but here is our top three list to get the conversation started.

R

Win new accounts and grow the existing.

The two main purposes of an ABM campaign are to win new accounts and to grow the existing ones. And yes, ABM does just that for you – if you work with it long term.

R

One to One targeted ABM is proving the most successful.

The One to One target account list approach is the most successful and also an achievable foray into the world of ABM for companies.

R
Overcome siloed sales and marketing departments

ABM strategies done correctly can drive a closer association between the two departments. In a recent survey, almost 40% of the respondents said that ABM had significantly improved sales and marketing alignment, proving ABM has wider benefits than just increased revenues.

Top 3 reasons to explore Account Based Marketing

The future of account-based marketing is here. There are many (more) reasons to convince your organization to invest in Account Based Marketing, but here is our top three list to get the conversation started.

R

Win new accounts and grow the existing.

The two main purposes of an ABM campaign are to win new accounts and to grow the existing ones. And yes, ABM does just that for you – if you work with it long term.

R

One to One targeted ABM is proving the most successful.

The One to One target account list approach is the most successful and also an achievable foray into the world of ABM for companies.

R
Overcome siloed sales and marketing departments

ABM strategies done correctly can drive a closer association between the two departments. In a recent survey, almost 40% of the respondents said that ABM had significantly improved sales and marketing alignment, proving ABM has wider benefits than just increased revenues.

Our Latest Work

We have the expertise, the tools and the passion required to be able to lead you and your company through successful Inbound marketing campaigns and outbound projects. We turn strangers into customers in order to drive sales and leads.

WANT TO KNOW MORE?
Get in touch!

It doesn’t matter if you’re new to ABM or have a strategy implemented already. Our experts can help you with everything from ready-to-go packages, to more advanced strategies and customized solutions that caters to your need. Book a free 30 minute meeting with one of our experts or just give us a call.

WANT TO KNOW MORE?
GET IN TOUCH!

It doesn’t matter if you’re new to ABM or have a strategy implemented already. Our experts can help you with everything from ready-to-go packages, to more advanced strategies and customized solutions that caters to your need. Book a free 30 minute meeting with one of our experts or just give us a call.

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