Account Based Marketing

Is Account Based Marketing right for me?

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.

However, many businesses we speak to want to target those really hard-to-reach, hard-to-attract, big-hitting clients.

Meet account based marketing. It's a way of aligning your sales and marketing teams to identify and appeal to those ideal clients. And the best thing about it? It’s the perfect fit with our beloved inbound.

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What are the benefits of Account Based Marketing?

Perfect for B2B

B2B

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.

Go 'Whale Hunting'

Whale Hunting

ABM can help your company with 'whale hunting' those 'top tier' clients you otherwise struggle to reach. ABM can position your brand in front of the right decision makers.

ABM Complements Inbound

Inbound

ABM focuses on generating quality inbound opportunities, opening communication channels with the most important people & building strong relationships.

Focus on ROI

ROI Focus

We believe in content - it can have a massive impact on your bottom line. But content can stretch much further than just blogging. Video, animation, interactive, we use it all.

Build Strong Relationships

relationships

Build close relationships with clients deemed most valuable to your business and its goals, in a way that doesn’t disrupt people already busy and short on time.

Save Your Team Time

save-time

Reduce the time taken to nurture the most profitable leads, and the time taken per lead during the overall sales process.

What is Account Based Marketing?

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 or 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 to find and partner with the companies that are the best fit for them and, crucially, that they want to work with most.

HubSpot Diamond Partner Agency
ABM-strategy

The Positives of an ABM Strategy

There are numerous benefits to investing in ABM alongside an existing inbound strategy, including:

  • Aligning and streamlining sales and marketing departments
  • Reducing the time to market to & nurture the most profitable leads
  • Reducing the time taken per lead during the overall sales process
  • Building more creative, targeted campaigns with a clear focus on ROI
  • Build strong relationships with clients deemed most valuable
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THE ROLE OF ACCOUNT BASED MARKETING IN THE INBOUND PROCESS

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, opening communication channels with people who matter most to your business and building relationships, 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. Identify those who would benefit from a partnership with yourselves as much as you would from associating with them.

ABM-and-inbound-marketing

 

 

Account Based Marketing




WHO SHOULD CONSIDER ACCOUNT BASED MARKETING?

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 in particular can be the largest beneficiaries of an ABM approach. These companies typically have longer and more complex sales cycles, and 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.

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Tell me about Account Based Sales

One of the biggest problems that a lot of companies face 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.

A typical Inbound Sales Strategy will:

  • Identify and look for active personas and buyers, giving them priority over more passive personas
  • Earn their trust with a personalised journey that provides context, content and conversations depending on the buyer stage
  • Find the leads that fit best, exploring their interests to develop stronger relationships and discover different wants and needs
  • Nurture and advise those leads through a combination of platforms and channels to turn them into long-term customers

When incorporating ABS, you will:

  • Develop a singular view and focus heavily on specific people you want to work with
  • Identify the people within each company that make up the decision-making unit (DMU) and identify your most important targets
  • Create content highly personalised to people in your DMU, to catch their attention and make clear how you can solve their pain points
  • Build relationships on their terms through unobtrusive outreach techniques key to the inbound process, such as social selling

SO, WHAT DOES AN ACCOUNT BASED MARKETING AGENCY DO?

Six & Flow flips the traditional marketing 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-Diagram

WHAT OUR CUSTOMERS SAY

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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.

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