What is Account Based Marketing and what metrics should you measure?
Posted: Sun Dec 22, 2024 6:23 am
In the ABM strategy, specific and personalized relationship actions are defined. Read more!
In a nutshell, Account Based Marketing (ABM) is a completely different marketing and sales strategy focused on generating opportunities and revenue from mapped prospects.
Many people confuse ABM with email campaigns or specific actions, invitations to events or giving out gifts, for example.
To begin with, Account Based Marketing is a strategy and not a campaign and only applies to companies that have a business model focused on sales to mapped customers, usually big brands.
Putting it into practice, Embraer is a typical example of a email list providers in france that could theoretically use Account Based Marketing strategies. How many companies have the profile or capacity to buy commercial aircraft in Brazil? 100, 200, 300? Here we have a known group of customers, usually large accounts, already mapped and with a specific, well-defined buyer profile. The sales cycle is long, complex and usually expensive, but the financial return is very high. A perfect scenario for Account Based Marketing.
In the ABM strategy, specific and personalized relationship actions (on and off) are defined to bring customers closer, generate value, engage and generate new opportunities - in new customers or in the current portfolio. The concept of inbound marketing is the driver of ABM, as every approach and experience must be guided by the pains and needs of potential customers and not based on the offers that the company wants to sell.
ABM metrics are quite different. Unlike demand generation strategies, the concepts of leads, conversion, and qualification do not enter into the conversation.
The indicators of success in ABM strategies are:
- Traffic on the website of mapped accounts
- Content consumption by key buyers
- Generation of new contacts within accounts
- Mapping new opportunities
- Digital engagement rate
- Sales funnel acceleration
- Improved pipeline rates
- New business closing rate
In ABM some metrics are completely irrelevant:
- Total website traffic
- New Leads
- Conversion rates
- MQL (Marketing Qualified Lead)
- CTR (Conversion Rate)
- CPC (Cost per click)
- CPL (Cost per lead)
Starting with Google Analytics in Account Based Marketing is a mistake. The first step is to look at the target accounts. It is essential to determine who you want to do business with, what the purchasing potential is and, most importantly, whether the customer's problem is relevant to your offer.
Finally, ABM is not an exclusive sales or marketing task. It is a joint initiative and the entire organization must be involved. Account Based Marketing is about focus, relevance, experience and medium and long-term strategy. To generate results, offer personalized experience and high-value content at the right time to the right person and through the most appropriate channel.
In a nutshell, Account Based Marketing (ABM) is a completely different marketing and sales strategy focused on generating opportunities and revenue from mapped prospects.
Many people confuse ABM with email campaigns or specific actions, invitations to events or giving out gifts, for example.
To begin with, Account Based Marketing is a strategy and not a campaign and only applies to companies that have a business model focused on sales to mapped customers, usually big brands.
Putting it into practice, Embraer is a typical example of a email list providers in france that could theoretically use Account Based Marketing strategies. How many companies have the profile or capacity to buy commercial aircraft in Brazil? 100, 200, 300? Here we have a known group of customers, usually large accounts, already mapped and with a specific, well-defined buyer profile. The sales cycle is long, complex and usually expensive, but the financial return is very high. A perfect scenario for Account Based Marketing.
In the ABM strategy, specific and personalized relationship actions (on and off) are defined to bring customers closer, generate value, engage and generate new opportunities - in new customers or in the current portfolio. The concept of inbound marketing is the driver of ABM, as every approach and experience must be guided by the pains and needs of potential customers and not based on the offers that the company wants to sell.
ABM metrics are quite different. Unlike demand generation strategies, the concepts of leads, conversion, and qualification do not enter into the conversation.
The indicators of success in ABM strategies are:
- Traffic on the website of mapped accounts
- Content consumption by key buyers
- Generation of new contacts within accounts
- Mapping new opportunities
- Digital engagement rate
- Sales funnel acceleration
- Improved pipeline rates
- New business closing rate
In ABM some metrics are completely irrelevant:
- Total website traffic
- New Leads
- Conversion rates
- MQL (Marketing Qualified Lead)
- CTR (Conversion Rate)
- CPC (Cost per click)
- CPL (Cost per lead)
Starting with Google Analytics in Account Based Marketing is a mistake. The first step is to look at the target accounts. It is essential to determine who you want to do business with, what the purchasing potential is and, most importantly, whether the customer's problem is relevant to your offer.
Finally, ABM is not an exclusive sales or marketing task. It is a joint initiative and the entire organization must be involved. Account Based Marketing is about focus, relevance, experience and medium and long-term strategy. To generate results, offer personalized experience and high-value content at the right time to the right person and through the most appropriate channel.