'Whale hunting' with Account Based Marketing (ABM) can position your brand in front of the decision makers of those 'top tier' clients you find it difficult to open up.
It's a way of aligning your sales and marketing teams to identify and appeal to those ideal clients.
If you’re targeting the hard-to-reach ends of your market, ABM is absolutely something you need to consider!
Inbound marketing is great, obviously. You're selling to people who actually want to speak with you. They've been nurtured, they understand the narrative, they 'get' your brand. But, quite often businesses want to target those really hard to reach, hard to attract, big-hitting clients.
This is a common theme across a lot of companies we speak to.
Meet ABM. It's a way of aligning your sales and marketing teams to identify and appeal to those ideal clients. The best thing about it? It’s the perfect fit with our beloved inbound.
B2B enterprises can be the largest beneficiaries of an ABM approach, as they typically have longer sales processes - but ABM can be valuable across many sectors.
ABM can help your company with 'whale hunting' those 'top tier' clients you find it difficult to reach. ABM can position your brand in front of the right decision makers.
ABM focuses on generating quality inbound opportunities, opening communication channels with the most important people and building strong relationships with them.
ABM can help companies to build more creative, closer targeted marketing campaigns with a clearer focus on ROI.
Reduce the time taken to nurture the most profitable leads, and the time taken per lead during the overall sales process.
Have you heard about Account Based Marketing? Otherwise known as ABM, it’s a marketing strategy that fits alongside any and every inbound marketing campaign and is designed to help you work with the people best-suited to you.
Some call it ‘whale hunting’. ABM has also been known in the past as ‘key account marketing’. Whatever you call it, an ABM strategy targets key accounts, decision makers and individuals in a company in precise ways. The overall approach is creative and uses tried and tested inbound techniques to capture their attention, whether you want to target companies based on size, location, budget and other factors.
When ABM is introduced alongside an inbound sales and marketing strategy, it can help businesses in the pursuit of serious long-term growth find and partner with the companies that are the best fit for them and, crucially, who they want to work with most.
There are numerous benefits to investing in ABM alongside an existing inbound strategy, including:
Away from an inbound approach, key account targeting has often been seen as a costly and labour-intensive way of pitching to potential clients. People do it though, because of the potential rewards of working with high-value clients and building strong relationships with them.
ABM works by introducing that philosophy and its rewards to an inbound strategy to make the process more affordable and effective, especially for sales and marketing teams currently working to a blanket strategy.
When combined with the inbound process, ABM is an approach that focuses on generating quality lead opportunities, opens communication channels with people who matter most to your business instead of a generic sales team, focuses on building relationships and does it all in a way that doesn’t alienate or disrupt people already busy and short on time.
It’s pumped-up persona marketing, only instead of having a broad idea of the people you’d like to attract, you laser in on real-world companies and individuals who you believe would benefit from a partnership with yourselves as much as you would from associating with them.
We’ve mentioned inbound marketing a lot here. ABM works great for those who already have a grasp of the practice and its benefits, and can go a long way to turbocharging any existing strategy.
B2B enterprises can also be the largest beneficiaries of an ABM approach. B2B companies typically have longer sales processes. ABM can help to better target high-value prospects who are a better fit whilst, at the same time, reducing churn and time-to-sale.
As well as being great for varying growth strategies, ABM is also a good fit for larger enterprises who have longer and more complex sales cycles, to streamline them and attract similar-sized companies.
Read more: Our guide to Account-Based Marketing
One of the biggest problems that a lot of companies have is getting their sales and marketing departments working on the same page. That’s one of inbound marketing’s biggest selling points; aligning both of those departments so they’re more fluid, target and convert better prospects.
For ABM to be a success, that inbound philosophy simply needs to be there to help create more data-led business intelligence with a creative approach to make the best campaign possible. ABM is perhaps one of the best strategies to do that, but there are some slight differences between an inbound campaign and one that incorporates ABM.
Account Based Sales (ABS) though isn’t as broad and focuses on targeting specific people and accounts. When incorporating ABS, you will:
Six & Flow flips the funnel on its head. We define target accounts, build strategies to that help with their challenges and drive high value leads back into your sales process.
ABM has been shown to increase the long-term value of customers alongside finding and converting high-value prospects.
However, many companies within the B2B sector are still unsure of how to integrate account-based marketing practices into existing strategies.
Our guide is designed to explain how ABM works, and how you can use it to increase the effectiveness of your existing marketing.
Adopt ABM processes in order to: