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To ABM Or Not To ABM: Is Account-Based Marketing Right For You?

ABM Is Hot, But It’s Not Right For All Types Of Companies

A lot of people are attracted to the newest shiny object. Account-based marketing (ABM) is one of those for people in marketing and sales. It’s white hot right now. Several successful technology companies are promoting ABM, and a lot of marketing experts are talking about how ABM is the only way to market your company these days.

While we agree that ABM does offer marketing and sales leaders an innovative approach to driving awareness at targeted companies, we also believe it needs to be used strategically and that it’s not right for everyone. In this article today, we’ll look closely at who should be considering ABM as one of the tactics in their marketing portfolio, and who should consider leaving it off their list for now.

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Demand Generation Is Mandatory In The 2018 Inbound Marketing Effort

Yesterday It Was All Inbound Marketing, Today It’s The Right Blend Of Demand Gen And Inbound Tactics

Inbound marketing sure has changed since it splashed on the scene in 2009. Now almost nine years later, what had been a pure attract approach is now part attract and part strategically interrupt. I’m not burying criticism here. I agree with a looser definition of inbound, and even as an agency, we’re all-in on configuring a marketing program based on the client’s needs, goals, objectives and existing resources.

In case you can’t tell, we feel strongly that demand generation is an important part of doing what inbound was originally designed to do — get leads, turn leads into sales opportunities and then convert those opportunities into new revenue. If marketing (any kind of marketing) can’t generate revenue, it’s wasted money and wasted effort.

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7 Steps To Account-Based Marketing For Upsell And Cross-Sell Revenue

Driving Revenue With Marketing Tactics Doesn’t Always Mean New Customer Revenue

Account-based marketing is getting a lot of play in terms of new revenue and new customers.

But what about using it to drive revenue for current clients? Why not? A lot of the techniques are the same. Plus, your clients and customers already know you, so while you might be doing some of this already, a more structured account-based marketing plan targeted at current customers should produce more revenue and produce it faster.

The key to making this work is the same as when deploying account-based marketing for new customer acquisition. But as you’ll see below, some of the execution actually gets easier.

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Upgraded Content Drives Killer Engagement For Account-Based Marketing

Function- And Vertical-Specific Content Bring ABM To Life

I’ve read a lot about account-based marketing over the past year, and while much is written about targeting, data quality, email outreach and the technology to manage an ABM program, I’ve seen very little written about the importance of content in engaging targets with your sales team.

While those other aspects are important, I think content, stories and the messages youre delivering make the difference between success and failure. It’s so critical that I think the content strategy is even more important than the playbooks that drive touches, workflows and email sequences.

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Account-Based Marketing: A Primer For Inbound Marketing Practitioners

Inbound Vs. Outbound? The Lines Are Getting Blurry; Account-Based Marketing Needs Inbound Components

A lot has changed since HubSpot first started talking about inbound marketing back in 2008. One of the biggest changes is the introduction of account-based marketing, a targeted approach to marketing that focuses on key companies and the individual people at those companies in a very strategic and direct way. Instead of marketing to masses, now you’re marketing to individuals.

However, the big difference between traditional inbound marketing and account-based marketing is while inbound attempts to put you where you need to be so prospects find you, ABM attempts to put you in front of people who have not yet started looking for you or what you do. That’s a very big departure from what inbound marketing once was.

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Why Account–Based Marketing Is Perfect For Demand Generation Campaigns

ABM Takes Awareness Right To Your Prospect’s Front Door

The challenge with straight demand generation is that it involves a lot of awareness building. You’re trying to tell your story to people who should be interested, but who – for whatever reason – might not be at the time. The message delivery is one to many. You’re telling your story to a big group of people.

Account-based marketing takes that same approach but narrows the delivery. Now the message delivery is one to one; you’re telling your story to one person at a time. This is one reason ABM is so appealing to marketers and so appropriate for sales. It carries a single personalized message with highly contextual content to a top-tiered, highly targeted group.

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Account-Based Marketing Not Working? People Ignoring Your Connect Invites?

Account-Based Marketing Without Disruptive, Compelling And Emotional Stories Is Just Spam

Account-based marketing (ABM) is one of the hotter new approaches to marketing today, especially for bigger companies with bigger sales teams seeking sales and marketing alignment. It’s a great approach and produces very compelling results — when you do it correctly.

However, doing it correctly requires expertise, investment, strategy and well-thought-out execution playbooks. It’s a little like herding cats, and without a marketing strategy, you’ll be spending a lot of time and money without seeing much in terms of results and revenue.

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If You Whiffed On Account-Based Marketing, Here's How To Recover

4 Secrets From The People Practicing Account-Based Marketing (And Not Just Talking About It)

It’s one of the hottest practices in marketing and sales today. Account-based marketing has its own experts, its own technology and its own set of expectations. Even the inbound marketing community is talking about ABM.

But talk will only get you so far. In the end, it’s about results. How many people did we connect with? How many of them are engaged with us? How many are actually qualified sales leads? How many are actual sales opportunities? How good are those opportunities? What is the total potential revenue in the pipeline from ABM leads? What is our close rate on ABM leads? And finally, the obvious question — how many new customers did we sign and how much revenue did we generate?

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Inbound Marketing And Account-Based Marketing: What You Need To Know To Get Results

Inbound Might Actually Make ABM Better If You Plan It Properly

Marketing isn’t getting easier, it’s getting more complicated. What used to be two clear and obvious differences  inbound marketing vs. outbound marketing — are now blending and devolving into one giant mess.

What appears to be making it even more challenging is the champions of inbound marketing are leaning into and investing in account-based marketing, which means there’s a spot in your inbound marketing campaign for outbound marketing tactics, if executed correctly.

Taking revenue generation, which today has never been more complicated, and making it simple is something we’ve been trying to do for our clients since we started the company. Our mantra of give clients the right advice” is based on boiling all of the opinions down and then creating a simple revenue growth strategy built for your business.

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How To Turbocharge Account-Based Marketing With Little Wows

Your ABM Strategy Has To Be More Than Emails, LinkedIn Connects And Twitter PMs

Disney is the master of the experience. They figured out long ago that it all comes down to the experience they create for their guests. The result is people come from all over the world and pay big money to visit Disney properties. Disney excels at deploying little wows at strategic times during your visit.

When you arrive at the hotel, they offer you a drink. When you return to your room from the park and you’re ready for a refreshing shower, a towel animal greets you. Feeling hot from the sun? Let the misters cool you off while you’re in line. Want to avoid standing in lines for attractions? Check out the FastPass+ service. I could go on and on. But what does this have to do with marketing or account-based marketing?

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