Account based marketing (ABM) starts with data, without the proper data set-up it is impossible to do. It is also a great initiative to align marketing and sales. From lead generation to reporting, account based marketing has to be done in a different way. It all starts with identifying key accounts, ensuring your marketing automation tool such as HubSpot or Marketo, is set-up in a way that can handle the nurturing of ABM, and identifying the flow of contents at those accounts. StrategicDB a marketing automation company, can help with identifying targeted accounts, set up your marketing automation tools, clean up historical data, identifying key personas at those accounts, help with nurture and lead gen programs and analyze the results.
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Account Based Marketing and Marketing Automation Set Up Services
You cannot do Account Based Marketing (ABM) without the proper marketing automation and CRM set-up. You need to be able to identify when leads are coming in from key accounts and to be able to treat them differently. The different treatment can range from different nurture campaigns to different lead generation activities. The way you route leads is also different with ABM marketing. To set up your marketing automation and CRM tools the right way to support ABM, contact StrategicDB.
Flagging the right accounts for ABM marketing, is key to a successful marketing strategy. Identifying key accounts and their contacts in existing system is the first step to setting up different marketing campaigns. StrategicDB can cleanse existing data for ABM, help identify the right target market and set up look up lead generation strategies.
ABM Marketing can including utilizing different marketing channels and campaigns to attract the right people in the right companies. StrategicDB account based marketing services include setting up email nurturing campaigns, running digital marketing campaigns, helping with sales support, doing direct mail campaigns and other initiatives directly related to key accounts. From lead acquisition to nurturing, we got you covered.
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Frequently asked questions about ABM Marketing
While it does take time to set up the right infrastructure to support ABM marketing, it also takes time to clean historical data, and set up customized marketing campaigns. The return on investment is often a very positive one, with higher conversion rates to non targeted marketing. It also has value beyond just revenue, by focusing on targeted accounts, it can be a great selling point to enter a new industry or find new clients.
How to judge a success of ABM program, is by looking at one simple metric (or maybe a few). One is the conversion rate, if you had 100 accounts that you wanted to sell into, after a certain time, how many of those closed? Another, is to look at ROI (or Return on Marketing Investment) if you spend X amount on ABM marketing and sales time, and those accounts brought Y dollars, what is your ROI as it compares to other campaigns and initiatives.
The cost ranges based on the requirements, data availability, current state of database and systems. All this can determine how long and how costly it is going to be. Keep in mind that as a marketing agency, StrategicDB can handle all the heavy data lifting, so you can focus on the creative marketing.
There are many different ABM tools in the marketplace. However, if you have CRM such as Salesforce, Monday.com or Hubspot, and if you have marketing automation tool such as Eloqua, Marketo, Salesforce Marketing Cloud, there is no need for anything extra. These tools can be customized to support ABM marketing. As a marketing analytics agency, StrategicDB can help provide analytical and implementation support without the extra cost of paying for a new tool.
The results of your ABM marketing depends on your typical sales cycle length. It is often observed that doing a proper ABM strategy can help shorten the sales times. At a minimum it should the same as your current sales cycle without ABM. To do an audit on your current ABM strategy, contact StrategicDB a marketing analytical agency.
The process of setting up account based marketing is straightforward, but does require cooperation with sales. Step one identify, the key target accounts, this can be done by having sales tick off existing accounts in the database, or acquiring a list of accounts based on different criteria of historical successful sales. Next, identification of what account should consist of what personal? For example, do you need someone in the c-level, do you need a person from finance, etc.. once you identify the right group mix you can start establishing your marketing to match the persona’s and accounts. Setting up marketing automation systems and CRM to handle ABM is a one off tasks, which StrategicDB can help implement your ABM tool set-up. Once all is set up and your marketing campaigns are ready to launch, now it is time to run it for a while and measure the results so more optimization can be done along the way.