Continued from part 1

Your audience will find you helpful:

Your message should provide some sort of value to your audience.  You have to create your message so that your audience finds it helpful to them. Make them want to read your message by providing for example: a solution to an issue that plagues their business; useful information, or industry insight; relevant industry news or recent happenings and a solution; a case-study where an issue similar to theirs was solved; or pose a question.  The key is not to push a sale before your targeted account is ready.  You need to be helpful and useful to them so that they view you as a knowledgeable resource or an industry thought-leader that they can look to for help and ideas.  Throughout the buyer’s journey, providing useful content to your targeted audience will strengthen the relationship and the level of trust that they will have with you.  Then, once they are ready to buy, they will be much more likely to buy from you, because throughout their buying journey you will have positioned yourself as an expert in their eyes and the best to help them achieve their goals.

It aligns marketing with sales:

With ABM, sales and marketing should work together to focus on a group of stakeholders rather than an individual, so it’s important for sales and marketing to work cooperatively in order for both sides to gain perspective from each other about buyer needs.  By enabling both sides to gain insights from each other about their buyers it helps them learn more about their buyer and tailor a more personal, relevant and helpful message to their targeted accounts.  Also by having sales and marketing aligned any prior disconnect is bridged.  Whether it’s the disconnectedness between the sales people and the marketing people, or between your business and the targeted accounts, ABM is that bridge.

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Why businesses are implementing it: 

Traditional marketing efforts are broad in nature can overload B2B sales and marketing efforts with too many leads that have not and likely will not convert into customers.  Though ABM does require more account-level personalization than traditional marketing, ABM allows you to improve efficiencies by grouping leads based on accounts. This helps to focus efforts and ultimately increase lead conversion.  Since ABM enables you to reach the right people at the right time, more relevant and targeted efforts can be developed which will result in higher conversions for your business. 

For more information about account-based marketing take a look at these articles below:

https://blog.hubspot.com/marketing/account-based-marketing-guide#sm.0000wvhnaey6cfa6ydz14n3iubhjl

https://business.linkedin.com/marketing-solutions/blog/linkedin-b2b-marketing/2016/what-is-account-based-marketing--10-definitions-from-the-experts

Written by Jason Drecchio

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