<img src="//bat.bing.com/action/0?ti=5500040&amp;Ver=2" height="0" width="0" style="display:none; visibility: hidden;">

PHP Systems/Design is the nation's leading expert source for innovative, high-performance rooftop pipe and equipment support systems. Their rooftop supports can be found on roofs across the country including facilities such as schools, hotels, airports, and hospitals.

  • #website-upgrade
  • #referral-traffic
  • #content-marketing


View Our Case Study

Effex Management Solutions specializes in staffing and large volume contingent workforce management solutions that transform production efficiency. Their business model is as niche as they come. In fact, their work is so specialized that their target market includes only 150 facilities in the US.

  • # branding
  • #responsive-web-design
  • #media-relations
  • #white-paper
  • #webinar
  • #magazine


View Our Case Study

GBH CPAs is a top 25 Houston accounting firm, providing comprehensive audit, tax, advisory, and valuation services. However, GBH isn't your typical accounting firm. Stocked with a diverse team of sharp, dynamic professionals who advise some of the largest companies in town, GBH was built to stand out.

  • #branding
  • #responsive-web-design
  • #videos


View Our Case Study

The US Division of Fracht is a huge wing of an even larger global company that delivers highly complex logistical solutions. Whether by air, ocean, or land, Fracht will get your precious cargo there on time and on budget.

  • #branding
  • #storytelling
  • #videos


View Our Case Study

Say goodbye to your old school dental office. With some of the most sophisticated dental technology around, Dynamic Dental is able to deliver beautiful and healthy smiles to all patients, young and old.

  • #website-upgrade
  • #media-relations
  • #lead-generation


View Our Case Study
Patience-The Missing Key to Brand Awareness ROI

We're living through the most data-driven era of business and it's having a significant impact on marketing departments of all sizes. Now more than ever, marketing leaders are under pressure to prove that each of their activities have definitive, measurable returns. And while there are plenty of ...

Keep Reading

Have a favorite Adhere author?

Let’s all admit it we all have our favorite adhere blog contributor. If you only want to hear from them just click their lovely face and only see their contributions!

Or subscribe and follow them all!

Making Your Account-Based Marketing Successful: 3 Things to Identify

Marketing
February 28, 2018

Account-based marketing (ABM) is growing in popularity in the B2B universe as a means of winning important customers, and for good reason. A few key customers can be the foundation for exponential growth and a huge new market presence.

But with all the planning and careful execution involved, there’s a lot of confusion out there on how to do it right.

Here, we’ll explore 3 important things for you to identify in order to win the hard-fought quest for a prized account.

Identify the "Why"


With ABM, you’re harnessing a lot of resources — time, money, and labor — to use towards just a few, highly-desired large accounts. Of course, that means fewer resources for “traditional marketing” and other business functions.

Given that, you must narrow down the wishlist of dream accounts to the best possible choices. Make sure you know from the start why you’re ultimately choosing each account and why now.

Maybe...
  • The company you’re targeting uses a technology that’s a perfect match for your platform or area of expertise;
  • A particular prospect is so high-profile, you’ll quickly gain a strategic advantage among your competitors in that prospect’s niche; or
  • The target company just made a big organizational shift, and the change aligns more closely with the value of the solutions you’re selling. 

Any number of big quantitative or qualitative factors like these can help you decide which accounts are worth pouring the lion’s share of sales and marketing resources into. Consider current revenues, growth priorities, and market positioning — and determine, based on your company’s needs, which accounts matter most.

Identify the “Who”


Once you’ve answered the “why these accounts?” question and your sales team has selected the targets, it’s time to get even more specific.

The marketing arm of your company now has a crucial challenge: determining exactly who — that is, which living, breathing human beings — your company will reach out to at those target accounts.

Each stakeholder involved in a complex B2B buying decision will have different needs and priorities. For that reason, you’ll need to really sketch out buyer personas in detail to help you identify:
  • Decision-makers — the people that will make the final decision to purchase, often middle managers;
  • Executive leaders — those charged with leading the entire company and executing the vision on a broad scale;
  • Those in charge of budgeting — depending on the organization, this could be the accounting department, C-suite executives, or the board of directors; and
  • End users — the employees who will actually end up using the product every day at work.

You’ll have to target each of those categories with personalized content, on the basis of a trusting relationship and thoughtful marketing (being aware that some of these roles, depending on the target company, can overlap.)

By fleshing out buyer personas for each category with pain points, buying motivations, organizational roles, and potential objections, you’ll ensure that your content hits the right mark with the right point-person.

For example, end users might be targeted with a simple brochure illuminating use cases. And, you might arm the decision-makers with a benefit-driven whitepaper explaining your product’s value.

Ultimately, for your ABM efforts to be radically successful, you’ll have to do your homework, enriching your buyer personas with enough info that your content is easily understood, persuasive and shareable...making it easy for internal stakeholder groups to “sell” each other on your product.

Identify the "How"


Now comes the part where you’ll have to actually execute your ABM venture.

First, personalization is everything in ABM. The goal is to handcraft a premium experience for the target prospect...carefully leading them through the journey, easing their pain points at every touchpoint, until they can’t help but be impressed and persuaded by your thoughtful content.

It all starts by connecting to each stakeholder with strategic content marketing that resonates on a personal level. For example:
  • Blog posts or short explainer videos can be created in response to a specific question from a point person.
  • Calls-to-action in your web copy might use words and phrases that the right individual — perhaps based on actual meetings — would immediately “jump on.”
  • You might design different email sequences for each persona, persuading each one about your product in a way that speaks to them best.
  • You could create specialized content for each stakeholder — perhaps a personalized video presentation for a C-suite executive, or a case study for a decision-maker.

While those messaging efforts are effective as online marketing campaigns, don’t forget about offline advertising. While some offline methods can be very targeted (for example, in-person networking at events, or placing ads or articles in a print trade magazine that you know is read by tech professionals at the target company), others are less targeted and more useful for general brand awareness, such as billboards and radio commercials.

Hitting your prospect in a variety of formats, through a wide range of channels, helps ingrain some brand recognition in the people you’re trying to reach at the target organization...and that matters.

Finally, a crucial part of the “how” is, namely, how your sales and marketing teams will collaborate. Try to ensure your teams are in sync with prospecting, content strategy, research and intelligence gathering, and lead nurturing. For example, marketing can contribute some great sales enablement content, and sales might have some crucial field tidbits that will aid marketing in creating educational collateral. The result — a better customer journey, and maybe even a shorter sales cycle.

Account-based marketing involves a lot of sales and marketing “sweat equity,” but the results are very much worth it. And despite how that sounds...it doesn’t have to be exhausting. Identify the “who,” the “why” and the “how,” and closing landmark accounts will be well within your enterprise’s reach.

RELATED ARTICLE
7 Ways A CRM Can Supplement Your B2B Marketing Efforts
RELATED ARTICLE
What The Heck Is Account-Based Marketing And How Is It Different From Inbound Marketing?
RELATED ARTICLE
A Basic Marketing Campaign Template to Ensure ROI: Follow These Steps

Marketing

February 28, 2018 Dominique grew up in St. Croix, USVI but has happily made Houston her second home. An avid fan of literature, pasta, and all things tech - her role as Adhere’s SaaS marketing manager is highlighted by a true understanding of the industry. Her favorite part? Creating custom strategic marketing plans for each client with the team. See All articles
attract new b2b clients through thought leadership: Watch Webinar On-Demand
53% of millennial households have kids.  Dive into our whitepaper and learn how this impacts getting more patients in the door.
Make your manufacturing business more profitable
attract new b2b clients through thought leadership: Watch Webinar On-Demand