B2B Account Based Marketing Agency
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse auctor, sem vitae ultrices suscipit, nulla diam ultricies risus, in ullamcorper erat nulla tempus nulla. Nunc rutrum tincidunt nibh, a aliquet sem sollicitudin vitae. Sed laoreet magna id mi ultricies fermentum. Maecenas orci nisi, ullamcorper vel molestie vitae, dapibus sit amet ipsum. Praesent in ante ipsum.… Continue reading Three types of ABM approaches. Which is right for your business?
An effective ABM process requires brand integration so that the points of engagement, content strategy, and the account nurturing process have a cohesive narrative and selling proposition. You can certainly proceed with ABM without having a strategic brand strategy in place, but at some point, you’ll be forced to revisit how the brand aligns with the ABM playbook when it’s clear that there’s a message disconnect somewhere along the funnel.
B2B Companies often miss the concept of projecting the CEO as a thought leader of brand ambassador. To build a successful B2B brand you need to relate personal brands (i.e. the CEO) with the overarching organizational brand.
The objective of marketing isn’t just limited to making things look pretty or creating market appeal. No doubt creative campaigns are appealing but that’s not the goal. The goal is to generate revenues and to make potential customers buy your services. If your marketing strategy isn’t focused on revenue generation, then the result is low impact to the bottom line. Marketing must make a beeline for creating business impact in order to be effective.
The best approach is to start with a clean slate with an audit that maps each function of your existing sales process to where it should fit within the ABM funnel. The audit identifies deficiencies and where, if any, the process has any bottlenecks that could be slowing down sales velocity. This process also reassigns sales functions that should really be shared with the marketing team and creates a structure for organizational alignment by functional area. This is the approach that Blueprint takes.
If you’re looking at the new way of “doing” B2B marketing, implementing an ABM approach is a must. ABM is a newer way of “doing” B2B marketing. No doubt it’s one of the most effective marketing strategies that are here to stay. By using the 3-phased approach, one can implement ABM in a B2B environment.
Technically, there are 4 key components to the ABM framework. These include your website (of course), the CRM technology and process, marketing automation, and the lead qualification and handoff process.
Content plays a big role. What buyers search, what they see, what they hear on social media, the information they download, people they talk to, all of this takes place before talking with a salesperson.
Demand generation is a process to create inbound demand, and oftentimes, the process includes demand capture. In the B2B setting, demand generation has started to take a backseat to Account-Based Marketing (ABM), though both can work side by side, albeit serving different purposes.
ABM aligns marketing and sales teams to focus time and resources on accounts that are most likely to drive revenue. It increases close rates, speeds up pipeline velocity, generates traction in named accounts, and ultimately produces more revenue. ABM inherently forces strategic alignment from the onset.
