Read What These 6 Experts Have to Say About Account Based Marketing
Amongst the many views and opinions on Account-based marketing which ones do you think all the experts will agree with? How do they define b2b account-based marketing and what do they talk about its success? Lets us know more in this article as you read what these 12 experts have to say about account-based marketing. Doing so will help you with a summary of valuable information and you will be able to keep up.
70% of the budget went on ABM in the year 2016 and this is growing exponentially over the years. Hence, marketers need to be aware of all the facts about account-based marketing.
Account-based marketing provides an opportunity to become personal because you can send a lot of personalized messages to your target accounts. In ABM you don’t send messages large audience but to a group of a limited number. To create relevant content, you need to spend a lot of time and effort.
2. ABM works when it’s done right and you should avoid taking shortcuts.
These are the insights from ‘What is Account Based Marketing? Interview with Steve Watt’.
Steve Matt, ABM Leader & Advisor says ABM is about getting muti trade, multi-channel, having multiple touch points. With ABM you can close bigger deals faster because instead of having a big funnel, it believes in being more focused. ABM has flipped and is about both sales and marketing. If you generate more leads, sales won’t happy about the quality of leads. ABM works differently here by focusing on accounts that you are interested in. Then you go on to find more people in that accounts and then decide how to expand your reach by multi-touch activities. It’s going to be a journey which involves email, website, face-to-face conversation, Facebook, content, conferences, and more. ABM is about getting all the stuff lined up right.
How different is ABM from sales? First of all, it engages people in different ways.
By calling you are burning your brand but by doing ABM, you are building up, says Steve.
It means doing research and focusing on value, brand reputation, and not sales. 6-8 people are involved in decision making and ABM marketing presents an opportunity to reach them all rather than calling just one individual from that account who alone is not liable for sales decision. Because of account-based marketing sales and marketing teams work as one.
3. We generate 50k leads a month — but we certainly don’t pass them all to sales - Mike Volpe, Hubspot CMO
When Asked, which is better: the traditional sales funnel, or the new, flipped funnel, Mike says, you need to do both
In his comments, he points out a few bonus points of traditional marketing. He says –
- To perform well in SEO, you require tremendous people to follow you on social media.
- The traditional method creates awareness in which leads might become a good fit later.
To rank high you need broad reach and thus targeted search won’t always help. He says, if you catching Tuna fish, casting net and finding all types of fish won’t hurt because the technology makes it easier to separate Tuna for you.
He says you can use the Lead scoring method to rank but overall encourages using ABM to generate additional touchpoints.
4. ABM vs. Inbound
There is a debate on Inbound Marketing vs. Account-Based Marketing. Zak Pines from Moneyball Marketers, comments on this by saying, “Stop debating Inbound vs. ABM and start integrating your marketing (& that means with sales too)”
Account-Based everything situating is tied in with aligning around the client. In both cases you need –
- A well-defined target audience
- Buying process
- Compelling content
Inbound marketing doesn’t let you personalize, as much as you can with ABM. As in the above example, it is good to know what to your target customers want and for that, you need to integrate your ABM with an inbound strategy to create relevant content.
5. Brianna Watts, Content Coordinator for FlipMyFunnel
There is no ABM if there is no sales and advertising alignment – the two go together. ABM promotes sales and marketing alignment by demonstrating how the two should work as ones ‘marketing’ team that is based on the same goals and uses targeted messages to best fit for your accounts.
6. Close the deals fast
Various decision makers are associated with settling on the last buy choice. This usually does not let sales and marketing process accelerate, yet account-based marketing benefits enable you to avoid that. ABM is exceptional in that it offers you the chance to explicitly approach all your decision makers, alongside every single pertinent prospect. – Caleb Edwards, GreenHouse Agency
These were a few insights from marketing experts on Account-based marketing. To know more read our blogs or comment in the below section.