What is Account-Based Marketing (ABM)?
ABM is selecting target accounts and delivering focused/personalized messages, programs, and content to move them towards your goal – whether that goal is a sale, contract renewal, or something else.
The Increasing Popularity of ABM
The traditional inbound marketing model of engaging with a large number of contacts through content or other digital media efforts, then nurturing the leads, can now be further optimized to a targeted approach.
- A growing number of solutions providers now offer support/technology for ABM strategy
- Successful ABM strategies, powered by digital techniques, allow marketers to identify target accounts and create personalized programs in a scalable and automated way
The Benefits of ABM
- The ROI is Clear
- Efficiency
- Focus internal resources on the right areas and minimize expenditure of less important market segments
- Personal – therefore, optimized
- Improve customer experience – 75 percent of consumers prefer a personalized experience3
- Drive attributed revenue
- Measure digital strategy results with an account-centric perspective and understand the impact
- Alignment of marketing and sales
- Work together to land accounts
- Plan, create processes, coordinate strategic outreach
Creating an Effective ABM Strategy
All strategy begins with choosing the right technology and following the chart below.
Impactful ABM Strategy4
| Action Item | Description |
|---|---|
| Align Sales & Marketing | Share goals, create team objectives, strategy and metrics |
| Identify Target Accounts | Leverage technology to discover accounts that are likely to buy |
| Create Engaging Content | Content should be personalized, relevant and timely |
| Engage Across Channels | Create cross-channel approach to listen and engage with accounts |
| Measure, Analyze & Optimize | Establish metrics and check-ins to evolve ABM strategy and show the impact |
Related Ideas, Info and Stuff You’ve Gotta Read
Questions to Ask When Considering an Influencer Campaign
No longer just buzz words, influencer marketing has become a powerful component of marketing and communications strategies. Brands of all sizes across all verticals are using influencers to increase engagement, expose new audiences to their products and services, and create memorable content. As influencer marketing has evolved, so has the approach to working with influencers.
Solving a Business Problem with Sitecore
One of our clients had a pattern of acquiring smaller health care networks and bringing them under their already large umbrella. As their list of locations treating various medical conditions increased, so did the need for a cleaner way to manage and display relevant locations for their 1,300+ service offering content pages.
Leveraging Voice Recognition Tech to Find the Perfect Place to Eat
At LC, we pride ourselves in fostering innovative thinking across the board—this applies even to our interns. With voice tech continuing to emerge as an industry mainstay, we tasked our interns with creating their very own Alexa skill.
Upgrading Sitecore – A Journey from 8.0 to 9.3
One of our larger clients was using Sitecore 8.0 rev5 on-prem for their website, and their SLA was out of compliance. For this reason, as well as being many versions behind, the client opted to upgrade the site. What follows is a high-level account of the journey our development team took to get them from Sitecore 8.0 to Sitecore 9.3.
Chief Growth Officer
(414) 270-7175
paul.brienza@laughlin.com