Account-based marketing can sound pretty complicated, but basically means that Sales and Marketing work together to create personal content and experiences for select groups of high-value accounts.
You’ve probably heard the term account-based marketing, and may have read success stories of marketeers who upped their conversion rate by using it. You might also be wondering what exactly the practice is all about, and if there’s a simple account-based marketing definition that will make it a bit more straight forward.
Luckily, account-based marketing is not as complex as it may sound, and a simple definition could be something like:
A marketing method where Sales and Marketing create personal content for select accounts that are worth a lot.
Of course, we can also go a bit deeper and look at the slightly more advanced definition put forward by Hubspot. Who define account-based marketing as:
A focused growth strategy in which Marketing and Sales collaborate to create personalized buying experiences for a mutually-identified set of high-value accounts.
With that, account-based marketing is the opposite of a “spray-and-pray” approach. Where you, instead of casting a super-wide net, find a few accounts that are worth quite a bit, figure out what they’re after and present the exact content that can get their attention. It’s a practice that can seem hard to start with, but that can do some great things for your conversion. Not to mention that the practice tends to see a great ROI compared to other marketing efforts.
Hopefully, this brief introduction gave you a good grasp of what account-based marketing is, but if you want to learn more you can check out our in-depth article that digs deeper into the area.
Did you know? SP_CE has a Showroom that can really make a difference for your account-based marketing. Contact us for a demo to learn how the SP_CE Showroom can help you get started with ABM, up your conversion rate and give Sales and Marketing space to collaborate.