B2B marketing tips for an effective account-based marketing (ABM) strategy

7 March 2017
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Account-based marketing (ABM) is a trending topic in B2B marketing, building in popularity over the past few years. In 2016, more than 70 percent of B2B companies had staff dedicated to ABM programs, compared to just 20 percent the previous year, according to a study by SiriusDecisions. In 2017, B2B marketers are looking to refine their approach, leverage new tools, and better focus their investment on critical key accounts.

The concept of ABM hinges on the convergence of Sales and Marketing — two historically divided sectors — working together to define key accounts and develop campaigns designed to engage target prospects. A successful ABM program involves building brand awareness, engaging target prospects and growing customer accounts, all in a highly targeted fashion.

Sales & marketing success metrics
With ABM programs, Sales and Marketing share goals, create cross-departmental assets, and execute against a unified strategy. Companies that already have a strong alignment between Sales and Marketing have an advantage when implementing successful ABM programs.

ABM programs often instigate a shift in B2B marketing KPIs, away from traditional lead generation metrics (such as lead volume, marketing qualified leads and cost) toward engagement-focused metrics (such as content engagement, contact with target prospects, meetings, sales opportunities and closed deals), which align closely with Sales success measurements.

List segmentation and content alignment
An essential element of ABM campaigns is list segmentation and content alignment. Once a target account list has been determined, it should be segmented to strategically deliver the most appropriate content and messaging to the right person at the right time. Common ways that B2B lists are segmented include:

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