In the modern business environment, it is essential for the entrepreneurs to always be ahead of their competition. Hence, they should explore and experiment with new business strategies.There has been a concept that emerged in the recent past. It is Account-based Marketing or ABM. It is an important business strategy, and the majority of the businesses have active ABM programs.It is considered to be a pathway to high volume sales.
Marketing Strategies Evolve Continuously
Any business is dynamic, and so is the business strategy. Take the example of marketing strategies. Entrepreneurs have been trying different strategies in the past. From door-to-door cold calls to a targeted email campaign, there has been a complete shift in the process and method,
However, in every stage, technology is always the driving force.
The latest and far more superior strategy is ABM or Account-based Marketing. By following it, a business can concentrate on high-potential clients. It is a different approach than Inbound Marketing. Here, Sales and Marketing teams work together to develop targeted messages for every potential account.
What is Account-Based Marketing?
Account-based Marketing Strategy (ABM) is a business marketing strategy that concentrates resources on a set of target accounts within a market. It uses personalized campaigns designed to engage each account, basing the marketing message on the specific attributes and needs of the account.
When you approach an organization with solutions to common problems, it results in developing long-term relationships.
Since the business has a long-term relationship with the client, it is easy to establish a relationship. After resolving an issue or addressing a particular need, it becomes easy to develop an ABM.
In short, it is all about focusing on specific targets and personalizing the content accordingly.
Lead generation using the ABM strategy makes the content targeted and interactive.
The relationship with each potential client deepens with time.ABM can be one-to-one, targeting a conversation with one organization, or one-to-many.
Why ABM Should Be a Lead-Generation Strategy
Implementing AMB as a lead generation strategy is a good idea that brings many advantages. Not only does it help to get and retain clients, but also helps in marketing products and services with greater confidence.
Here are some distinct benefits of using ABM as a lead generation strategy.
It Aligns The Sales and Marketing Forces
In the conventional model, the marketing team develops leads, and the sales team closes the deals. With this new way of doing business, both sales and marketing teams work as one unit. The leads are generated by a process of development and research. From there, specific solutions are worked out to close the deals.
ABM involves all functions in the business in the lead generation process. And thus, it encourages collaboration and cooperation. Even the product development teams and customer care functions are also involved. More deals can be achieved by a unified business message.
ABM Takes The Sales Figures At New Heights
Many people think that ABM is a costly affair. It uses more resources, i.e., time, effort, and money. However, it has a higher ROI. It means you get more returns for the investment. You have better close rates, fast transactions, and a higher close rate.
In other words, you get a better return on investment in marketing, you improve engagement levels, and the sales cycle gets shortened.
Studies prove that AMB beats conventional sales strategies. Also, it has been observed that businesses that adopt ABM consistently experience higher revenues.
How to Incorporate ABM to Lead Generation Activities?
Though it has become popular in recent times, the concept of ABM is there for a long time. As the purpose-built technology becomes more popular, it has become easy to implement ABM. Businesses can make use of their time better through the automation of marketing activities.
Since ABM is scalable, it is quite easy to target business accounts with the right strength. Higher efficiency is achieved when ABM is used in the right manner.
Some Tips to Incorporate ABM into The Lead Generation Process.
- Find out the right clients: You should make a list of 10,20 or 30 appropriate clients. For that, you will have to perform a detailed analysis. Check the network of clients and find out the top prospects. Check whether you have neglected or nurtured a particular client that has been in the system for a long time. You have to tailor the ABM strategies to these potential and old clients. Thus, you will get better benefits in long run.
- Make use of your network: You should make use of referrals from existing clients. It means that you should begin with what you have, instead of digging the new ground. You will eventually have more leads.
- Get organized: Finally, you should be more systematic and disciplined to get great leads. Be specific in your approach and see the results.
ABM has the potential to bring more business opportunities than you think. Use it methodically and get great benefits.
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