B2B Account Based Marketing Agency
Here’s a scenario: Your sales team has hit a revenue plateau and the leads in the current sales pipeline are not enough to yield the 10% revenue growth target that’s been set for the next year. Everything that seemingly worked in the past doesn’t seem to be enough to get revenue production up. The team… Continue reading Ideal Customer Profile (ICP): How to target the right accounts
When your company has a need to scale revenue growth and new business, you must lead with Account-Based Marketing to target high value accounts.
With Account Based Marketing, it’s not about leads but about targeting high value accounts and personalizing how you nurture the account.
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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.
