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The essentials for successful account based marketing

In the B2B communications world, account based marketing can save time and money by ensuring campaigns are tailored to your target audience.

In the B2B communications world, account based marketing can save time and money by ensuring campaigns are tailored to your target audience.

Successful marketing in the B2B field is an area that has been debated for some time. Marketing in general has always had to fight for its seat and earn the trust of an industry because defining success can be challenging.

Everyone has an opinion on what success looks like and what is just “fluff.” And the industry still has to fight off the perception that it is one filled with loud mouths that are full of hype and sizzle, but have no bite – in other words, lots of talk and buzzwords, but nothing of substance.

In today’s world of big data, analytics and tracking, marketers can now provide quality MQLs through targeted programs and campaigns that are helping engage new audiences and show value.


With that has come the increased presence of the marketing team during strategy, planning and leadership meetings.

One of the more successful areas the industry has been seeing as of late is account based marketing (ABM).

ABM really puts the pressure on everyone involved in a marketing campaign and communications program to understand as much as there is to know about existing accounts or your wish list of top prospects.

This model also offers a greater opportunity to provide valuable insights to how communication is received and consumed.


With ABM becoming more and more prevalent, it’s important to know exactly you need to succeed with this model.

Here are a few thoughts from what the industry is seeing and how it’s being handled in a few programs.


ABM is about building relationships. You need to make sure you give yourself enough time to understand your customers and prospects, provide recommendations, present, adjust and support their needs and vision.


Executive support

When a sales and marketing cycle is extended, it’s always good to have support of the management team. Remember to continue to communicate the ultimate value and opportunity in front of your organization and team.

Industry knowledge

Persona based marketing is kind of a shot in the dark right now as so many people are creating them with little to no knowledge of the person and how they actually work. By committing the time to get to know the people an industry, you will be able to provide a much more tailored and personalized offering and content package to your audience. By knowing the ins and outs of specific markets (government, hospitality, retail, etc.), you will know what language and trends are of interest to your targets.


Insights to the internal structure and organization

Every organization operates differently and by knowing how staff meetings are run, information shared, internal social channels, etc. you’ll be able to communicate and market your offerings more effectively. This goes back to taking the time to get to know your audience and their needs.

Shared target list with sales and account managers

Marketing needs to be closer than ever to sales and AEs. Very rarely are there enterprise-wide sales done today, so the opportunity throughout an organization for more business is huge. Work with your sales team and AEs to put together one, cohesive proposal and pitch. We have limited time to catch the eye of our prospects, so why not combine efforts and provide an offer they weren’t expecting?

At the end of the day it’s about getting to know your customers and prospects in a much more intimate fashion.

Marketing knows how to create the content and put campaigns together, but if they aren’t of interest to your audiences it’s a waste of time and money. And time and/or money equal success – that is one thing we can all agree on!

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