Account Based Marketing

Account based marketing is a strategic approach in which sales and marketing join forces to focus on a group of stakeholders rather than an individual. The goal is to have full visibility about buyer’s needs and build relationships with specific targeted accounts.

Account based marketing focuses on who you’re trying to target, what you want to say to them, and where you want to say it. As an additional benefit, if you have multiple salespeople targeting different leads at the same company, they can combine their efforts to take a more personalized and strategic approach with that account.

Account based marketing allows you to improve efficiencies by grouping leads based on accounts, which helps to focus and increase lead conversions. It enables you to offer a hyper-personalized message to the right people at the right time. This means more relevant, targeted efforts that can result in higher conversions for your business.

Here are 5 steps to build a great account based marketing plan:

Step 1: Analyze your customer base
Find common characteristics that separate your top customers from the rest.

Step 2: Identify
Identify who those companies and contacts are that look like your best customers.

Step 3: Expand
Expand your understanding of those target accounts and target contacts.

Step 4: Ranking
”Today, who is most likely to buy or engage with me based off the information I have?”

Step 5: Engage
Ensure your sales team, marketing team, and customer success team are aligned around the target accounts and the plays that will be leveraged.

For more information on how AdNora can help you regarding account based marketing, contact us here.