Account-Based Marketing (ABM): What is it and why use it?

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Account -Based Marketing (ABM) is a B2B marketing strategy used by many companies, eager to see their sales and turnover take off. Although it is mainly aimed at large companies that have a myriad of potential buyers, smaller structures are increasingly interested in it…



But what is ABM?

This marketing technique involves focusing on prospects who are most likely to convert ; and customers who are most likely to buy again.



The goal of such a strategy is therefore to focus our efforts on strategic accounts cambodia telegram Hence the expression “strategic account marketing”.



Running an ABM strategy pays off. It really does!

And we’ll explain why right away.

Find out what this technique is and what its benefits are.



Table of Contents
ABM: what is it?
Account-Based Marketing et Marketing Automation
Account-Based Marketing et Inbound Marketing
Why use ABM technique?
To get an excellent return on investment
To improve customer experience and create close relationships
To design personalized messages and convert more
To make Marketing and Sales departments work together
For Account-Based Marketing to be successful, it is crucial that marketing and sales functions are aligned. And it is proven that in organizations where marketing and sales departments work in symbiosis, conversion opportunities are greater.
To make your sales cycles shorter and more efficient
To conclude
ABM: what is it?


When we implement an ABM strategy , we are very, very far from the ancestral and traditional techniques where the company addresses all its prospects and customers in the same way, and which we commonly call one-to-many marketing .



On the contrary, the goal here is to target a few strategic accounts in order to increase their conversion rate.



What accounts are we going to seek to transform?

Those who are most likely to be converted quickly. Various segmentation criteria will be used to define the most promising leads .



By focusing only on a few segments of high-potential customers or prospects , we are sure to be more efficient; to save time and money!



Under the ABM strategy, the company sends only personalized and individualized messages to its targeted customers and prospects.



The customer experience offered is then optimal, which allows you to forge closer and stronger customer relationships over the long term.



As you can see, Account-Based Marketing is a one-to-one marketing strategy , which uses relationship marketing to stimulate sales and achieve the marketing and commercial objectives set by the company.

Account based marketing



Account-Based Marketing et Marketing Automation


ABM and Marketing Automation complement each other perfectly.

Indeed, by relying on a valuable strategic tool, Marketing Automation, you have the opportunity to optimize your marketing funnel.

It’s good to identify leads to focus on, but if you don’t then take concrete actions, you won’t get any results!

Once your strategic accounts are defined, create automated and relevant marketing scenarios .

The benefits of using marketing automation as part of an ABM strategy are more than obvious:

You gain in efficiency, by freeing yourself from repetitive and low added value tasks;
You are able to manage customer relations smoothly, providing the right answers to your customer's questions and needs.
With a Marketing Automation solution, you automatically send the right message at the right time to each of your customers or prospects, engaging them even more each time. Something that would be difficult to do without marketing automation software .

Marketing Automation remains today the most powerful and viable solution for generating leads, nurturing them, and converting them.



Account-Based Marketing et Inbound Marketing


Let us remember that Inbound Marketing consists of developing the interest of your prospects for your company, your products and services.



To do this, you develop a well-crafted content strategy ; after having identified all the issues, questions and interests of your prospects, you create content that meets their needs.



Then you send targeted, personalized messages.

Do you see the connection with Account-Based Marketing?

It is only because you send the right content to your strategic accounts that you are able to interest them and gradually qualify them, engage them and then convert them.



The difference with Inbound Marketing is that in the case of Inbound, the conversion funnel is wide at the beginning, and it gradually narrows, as the prospects are qualified . In the case of ABM, the funnel is narrow from the start, in order to create a close relationship with its prospects.



More than ever, companies do not want to be over-solicited. This is why the use of Inbound is essential to successfully carry out your Account-Based Marketing strategy. With a more aggressive sales method, you will not be able to hope to increase your sales.



Whatever the channel used, emailing, SMS or instant messaging, make sure to provide value every time, without continually promoting your products and services. Let the customer come to you!

inbound marketing

Why use ABM technique?


To get an excellent return on investment


Implementing an Account-Based Marketing strategy guarantees you a good return on investment .

By focusing on high-conversion prospects and customers , you save time. The gains from your targeted efforts and investments are quickly measurable. With ABM, you increase your conversion rates .

To improve customer experience and create close relationships


By focusing on just a few customers and prospects , you are able to respond to their requests more easily and are much more available and attentive.

ABM is a great way to deliver a memorable customer experience and a more successful customer relationship .



To design personalized messages and convert more


Leading an ABM strategy involves knowing your strategic accounts perfectly.

This detailed knowledge of their issues, their needs and expectations allows you to personalize your communications as much as possible .

Thanks to this personalization, your messages resonate more with your targets , who will then be more likely to convert.



To make Marketing and Sales departments work together
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