Account Based Marketing Automation – What, How, and Why
One of the most talked about topics, after marketing automation, in the B2B marketing strategies is Account Based Marketing or ABM. The reason for this is clear; ABM is an effective approach that you can use to connect with your prospects and build a strong client relationship. To make the account based marketing one of the easiest and scalable strategy, you should use marketing automation as a tool.
For staying up to date with the ever-changing marketing trends, you will most probably hear about account based marketing as a technology that makes it possible for the companies to align marketing and sales departments and processes all the while building a relationship with few targeted accounts.
There are smart, new marketing approaches and models available in the market to help you to set up a strategy that helps create a clear plan for generating leads and also improves the sales and marketing alignment. After all, with account based marketing the alignment becomes necessary within the organization in order to improve the synergy between the input of content (marketing) and lead generation output (sales).
The helpful approaches that have proven to be effective concern marketing automation, content mapping, and account based marketing. Utilizing these approaches needs knowledge and technical know-how. When you combine these three approaches, you will get a complete B2B marketing strategy which will give the structure, insight, and collaboration with the sales.
In ABM marketing department target specific companies instead of targeting an industry. However, here a better collaboration with the sales department is the key. You should let the sales team make a list of top 100 or 200 accounts that they would like to convert and when the list is compiled, let the identification of the people who’ll be involved in the procurement process begin since it is also very important. This is where your sales and marketing teams need to sit down and identify the DMU or decision-making unit and then create appropriate personas. This usually consists of a user, a decision maker, and influencers. To map this you need to think about what their role is and the kind of person he is. Ideally, LinkedIn is the social platform that can help you identify these personas.
How to Automate Account Based Marketing
Based on the decision that many of the buying decisions for B2B are made by a group of people within the organization rather than being made by a single person, account based marketing focuses only on some particular target companies. Modern, automated technologies let you target the specific company with a personalized advertising message if you have the IP address or addresses of the organization.
ABM is inclusive of IP address based identification, real-time advertisement buying, and other ways of tracking. This simply means that rather than trying to reach a broad segment of the audience, the marketers can create a personalized message for a specific organization and then target it. By targeting a specific account you can be assured that all the impressions that you will be getting will be from the right people, the decision makers, during the time when your sales in pursuit. Though the data isn’t a lot in account based marketing, it has proved to bring in some of the highest ROI amongst every other B2B marketing strategy by removing unnecessary spending.
Tool for Measuring and Executing Marketing Automation
Account based marketing automation designs the online process of marketing by using software to manage and execute marketing tasks within an agency or organization. Automation in marketing helps carry out personalized marketing and targets individuals by using cookies. This means that until the first interaction with the customer has been established, the details of the user and their organization remains unknown. ABM allows you to reach the customers that you have never worked with which makes it the biggest difference between marketing automation and account based marketing.
Bringing them together
Account based marketing can be complemented by marketing automation by identifying the individuals and the interests they show after which the flow of messages can be automated towards those individuals. ABM helps identify the anonymous interests of the organizations and helps with outreaching to targeted accounts.
Therefore, both account based marketing and marketing automation can be beneficial to B2B companies.
Where ABM allows the B2B companies to search and approach the clients, the marketing automation tools help develop such relationships.
Though a lot of companies offer software for marketing automation, there are only a few vendors for account based marketing field.
Are ABM Tools Worth Investing?
Account based marketing can be a costly affair for some but despite that fact, many experts believe that the pros of this strategy outweighs the cons big time and that it is believed to be one of the biggest drivers of revenue for the B2B industry across the globe, in the near future.
Account based marketing has grown rapidly where popularity is concerned, owing to its huge ROI rate. Tools like marketing automation make it easy for organizations to implement an ABM strategy at scale by formalizing your lead management process and therefore making it easier for your marketing and sales teams to work in harmony, together.
If you are into B2B business, you may want to consider this new technology to enjoy ROI and better business exposure in the industry. Many B2B marketers have been increasingly adopting the proper solution of account based marketing with marketing automation. Leads have become easier to handle by limiting the target to a few accounts and makes implementation of marketing automation easier.