Account-based marketing basically means to run super-target campaigns on select accounts. Where marketing and sales will work together to create customized experiences for each one.
Account-based marketing may sound like a buzzword in line with the Crossfit acronym AMRAP, but it’s quickly proved to be way more than that. Just think about it: account-based marketing (ABM) is more or less the practice of going super specific in your campaigns, and creating personal content and experiences for one, or a few, accounts. Which makes absolute sense, as we’ve known for long that personal and customized messages are really the way to go in marketing as well as sales.
In other words, it’s a given that account-based marketing does have a lot going for it. Why we’ve gathered a little list of things you need to know about the area:
Account-based marketing isn’t a solo sport
Account-based marketing isn’t exactly a solo sail across the Atlantic. Instead, it’s done through a super-tight collaboration – and communication – between sales and marketing. Which is necessary to make sure that everyone’s running in the same direction, and that the content being shared with the accounts remains consistent.
In practice, sales and marketing need to sit down and discuss things like:
- Who will you contact, and what stakeholders need to be addressed with your campaign?
- What content will pique the interest of these accounts and stakeholders?
- How will you go about sharing this content with the accounts?
The answers to these questions will give a nice view of what needs to get done, and will make for a solid foundation for building an ABM campaign. To do this well, you can apply the next point that we’ll go through, and that has to do with data and gathering it.