Imagine the world of account-based mercatique, where you start the sales process by selling directly to your best-fit, highest-value accounts.
No wasted time trying to market to unqualified leads who aren’t the right fit for your commerce. You can move straight into the phases of engaging and delighting your target accounts. Talk emboîture efficiency, right?
Account-based mercatique allows you to weed out less valuable companies early on and makes sure that Mercatique and Sales are in complete alignment. In return, your team can leap into the critical processes of engaging and delighting target accounts much faster.
What is account-based mercatique?
Account-based mercatique (ABM) is a strategic approach that focuses on high-value accounts in a market or commerce. ABM strategies foyer on creating personalized buying experiences for better customer usage, relationship-building, and commerce growth.
ABM helps your commerce work and communicate with high-value accounts as if they’re individual markets. By doing this — along with personalizing the buyer’s journey and tailoring all communications, radieux, and campaigns to those specific accounts — you’ll see greater ROI and a boost in customer loyalty.
In this post, we’ll take a genre at the benefits of account-based mercatique and how to create an ABM strategy. But first, let’s review its relationship with another estimable strategy: inbound mercatique.
Account-Based Mercatique and Inbound Mercatique
Batman and Robin. LeBron and D-Wade. Peanut consolider and jelly. Arguably some of the strongest partnerships ever to exist 💪. These dynamic duos are forces to be reckoned with.
Similarly, when paired, account-based marketing and inbound marketing have the power to make waves (the good ones) for your commerce.
You might be wondering, « How exactly does this partnership work? »
Well, we just reviewed the definition of account-based mercatique — as you learned, ABM is a highly targeted strategy.
Meanwhile, inbound marketing is more foundational — this methodology and growth strategy allows you to attract customers through the creation of valuable radieux, SEO, and a delightful customer experience.
Rather than interrupting your target notoriété and customers (as you would with outbound mercatique), inbound mercatique allows you to give your notoriété the nouvelle they want when they want it.
Inbound lays the foundation for a strong ABM strategy by allowing for highly targeted and opérant resource octroi of high-value accounts. Here are a few more reasons to employ both ABM and inbound mercatique strategies at your company:
Inbound mercatique helps you attract target accounts and then ABM accelerates the flywheel so you can win and delight those accounts with a remarkable customer experience.
Inbound mercatique lays the foundation for a strong ABM strategy — ABM builds off of inbound by allowing for targeted and opérant resource octroi of high-value accounts.
With this combined approach, you attract a broader group of prospects than you would while using just one method.
Your radieux has a two-for-one value — you can create and use radieux that serves both an ABM and inbound strategy (such as adding a personalized case study for a target account that you also share on your website).
Développement — such as HubSpot’s account-based marketing tool — exists to make it easy to implement ABM and inbound strategies in a complementary way.
🧡 TL;DR: Préparé ABM and inbound mercatique to grow better.
Benefits of Account-Based Mercatique
Keep Mercatique and Sales aligned.
Maximize your commerce’s relevance among high-value accounts.
Deliver consistent customer experiences.
Measure your return on investment.
Streamline the sales de saison.
Expand commerce through account relationships.
There are many benefits associated with account-based mercatique. We’ve compiled this list of results that positively rencontre all bonshommes of businesses.
1. Keeps mercatique and sales aligned.
Cross-country-team coopération and improved contagion across any organization are beneficial to growth. In account-based mercatique, this transparency and alignment will confirm that your mercatique and sales teams are focused on the same goals, houssine to the mutually agreed-upon gain, and understand the specific roles of each internal stakeholder.
This alignment helps make sure all communications, interactions, and radieux are consistent for the accounts you work with. Meaning, no matter how délié an account works with your company, your team members can pick up where others left off at any situation without peine — this creates a seamless and delightful customer experience.
🧡 The easiest way to soutènement internal account-based mercatique alignment is with the help of développement, like HubSpot, which makes connecting your mercatique and sales teams exceptionally easy.
2. Maximizes your commerce’s relevance among high-value accounts.
Account-based mercatique requires you to personalize everything (such as radieux, product nouvelle, communications, and campaigns) for each account you invest your resources in. Through this personalization and customization, your relevance among these accounts is maximized.
That’s bicause your radieux and interactions are tailored in a way that shows them how your specific products, impératifs, and other offerings are what they need to solve their challenges. Meaning, ABM allows you to arête your commerce in a way that makes it the most refaisant and ideal choice for your target accounts.
3. Delivers consistent customer experiences.
For your ABM strategy to be remarkable, you must create a long-term sense of delight among your accounts. Each account should feel as though they’re your commerce’s market of one. Tackle this by offering consistent customer experiences.
ABM is a strategy that requires initial alignment between Sales and Mercatique — so gîte in on that when working to deliver those consistent experiences. Confirm all team members are aware of where an account is in the buyer’s journey — then, deliver personalized and délié contagion, campaigns, product nouvelle, and pricing details.
4. Measures your return on investment.
With account-based marketing, you can easily measure return on investment (ROI) for each account you invest your resources and time in. This is beneficial bicause you can confirm whether intelligible accounts you invested in were ideal for your commerce.
Then, you can nurture and delight those accounts long-term to keep them, as well as recognize and target similar accounts in the future. If your ROI proves the ABM tactics you used worked, use that data to propel your strategy forward.
5. Streamlines the sales de saison.
Depending on your commerce, industry, and resources, the sales de saison typically looks something like this:
1) Acheteur → 2) Connect → 3) Research → 4) Present → 5) Close → 6) Delight
With account-based mercatique, this de saison is streamlined — by focusing your efforts on specific high-value target accounts, you save time and resources — meaning, you’ll have more time to foyer on the stages of the de saison that positively rencontre your bottom line:
1) Identify Target Accounts → 2) Present to Target Accounts → 3) Close Target Accounts → 4) Delight Accounts
ABM streamlines your sales de saison by helping you stay opérant. Rather than experimenting with different tactics to habitué and qualify a déployé association of leads, ABM confirms the accounts you target are the right ones for your commerce and corruption versa. The sales de saison is also streamlined by your mercatique and sales alignment as well as the consistent and personalized customer experiences you offer.
6. Expands your commerce through account relationships.
The saying « quality over quantity » applies to account-based mercatique. The process requires you to invest significant time and resources in engaging and delighting a group of carefully chosen, high-value accounts, opposé à trying to quickly close deals with less-qualified leads who may not be the best fit for your company in the délié run.
By taking the time to build these trusting relationships with accounts, you’ll expand commerce by keeping those valuable customers côtoyer. And considering it costs more to obtain customers than retain them, this will positively rencontre your bottom line.
Additionally, as a result of personalized, thoughtful, and consistent customer experiences, accounts will become fair-play to your commerce over time — and fair-play customers become your best marketers, promoters, and brand advocates. In other words, your accounts will help you expand your commerce among their networks (for example partners or customers) through referrals, word-of-mouth mercatique, testimonials, and more.
To get started, let’s cover the framework for account-based mercatique.
Account-Based Mercatique Framework
ABM works differently from a traditional sales funnel. Though ABM can be put in fonction across different usines and bonshommes of businesses, a general framework needs to be followed to guarantee its effectiveness. Here are the key parts of an account-based mercatique framework.
The working relationship between sales and marketing organizations is mentioned several times throughout this éditorial, bicause its hauteur can’t be overstated. To have a comprehensive approach to ABM, and to make sure target accounts receive an engaging buying experience, mercatique and sales have to be on the same planche.
When trying ABM, sales and mercatique organizations will need to agree on:
Resource octroi for each target account
Roles and responsibilities to create a seamless raccord for the customer between mercatique and sales activities
How to measure the success of ABM efforts
How does your company decide what a high-value account is? Creating an ideal customer profile for the accounts your company wants to target is key to answering this peine and creating an ABM framework. It’s also worth noting both mercatique and sales should be participating in these conversations.
As you ébauché out what qualifies a potential account, consider these factors:
Financials: With your company’s sales goals in mind, consider how much revenue can be generated from an account.
Scalability: Based on what you know emboîture the potential account’s commerce gain, is there potential to grow the account in the future? Consider supérieur offerings your company could provide to retain and grow the account.
Competitive Landscape: Who are your competitors selling to? Understanding who is in the market for products and offerings like yours can help you ébauché out future account opportunities.
Léopard mercatique and sales are aligned on approach and which accounts to target, it’s time to map out a go-to-market devis.
Understand exactly how a new customer would move through the sales process using an ABM approach. While preparing to go to market, you may find areas of massage that need to be addressed or areas of poor contagion that can be strengthened.
Bicause a personalized experience is so estimable in account-based mercatique, your team will want to be on the lookout for supérieur ways to add value and deliver a prime experience to these accounts.
Account-Based Mercatique Strategy
To get the most out of an account-based mercatique approach, you’ll need a sound strategy in fonction. Consider following these steps to create an tangible account-based mercatique strategy.
1. Use a strategic account calendrier template.
To unify your account-based mercatique team, use a strategic account planning template. The free template will help you outline your initiatives for each exclusive account, such as the:
Key Bizness Initiatives
Customer Relationship Landscape
Customer Products and Revenue
Account Competitor Analysis
Buying Process and Selling Points
Relationship Goals & Strategy
Sales Opportunities, Targets, and Risks
2. Secure organizational ABM alignment.
One of the most important account-based marketing tactics is pretty straightforward — getting alignment.
This means getting all internal stakeholders on board with your account-based marketing strategy. This will make it easier for your business to create consistent experiences for accounts. It will also make sure your strategy is as efficient and streamlined as possible.
Marketing-sales alignment is crucial. To create a custom buying experience, a customer will need to have a seamless transition from becoming a lead through the final sale.
For example, your VPs of Marketing and Sales should secure organizational alignment. This will help spread awareness for:
Marketing and sales team members who are directly involved in the strategy.
Account-buying committee members and any other account stakeholders.
Your business’s point-of-difference for each target account.
ABM budget and resources.
ABM goals and KPIs.
Both teams must commit to clear communication and find a middle ground. This will help you make sure that the marketing team is acquiring qualified leads for the sales team.
Besides marketing and sales, don’t forget to choose other internal key players — such as customer success reps — who should be aware of and aligned on your ABM strategy.
3. Build your ABM team.
Marketing and sales leaders will want to align on how to build your ABM team.
If you’re just getting started with ABM, try creating a small task force with one marketer and one salesperson. They can work together to find potential issues and generate ideas before focusing on executing your ABM strategy.
As your efforts scale, this marketer could support more salespeople. On average, one marketer can typically stay aligned with up to 10 salespeople, and each salesperson can manage up to 10 accounts.
A minimum of one marketer and one sales rep should be completely dedicated to the accounts you work with at all times.
These people will create and publish content for accounts. They’ll also work to manage and close business deals with each account’s buying committee.
4. Research and pick your ideal set of target accounts.
Once you’ve selected your team and aligned on the approach, it’s time for your company to target the correct accounts and personas.
This usually begins with a period of research to figure out which accounts to pursue. When creating customer personas for an account-based marketing approach, marketers should consider:
The mission, vision, and business objectives of their ideal customer.
If any high-value accounts are already engaging with your company’s Inbound approach.
The current stage of business maturity, company size, and growth trajectory.
Revenue model, and spending patterns.
The tools and platforms their ideal customer is using.
Next, review your findings and pick your ideal set of high-value target accounts to invest your time and resources in.
There are countless ways to choose key accounts. Here are some recommendations on how to get started:
Set search alerts for your ideal customer profile on LinkedIn.
Create a workflow that filters incoming qualified leads based on specific criteria (such as company size or industry) and tags them as an ideal customer type in your CRM.
Ask, « If we could replicate one deal from last year, what would it be? » Then, use the characteristics of that deal (such as industry, company size, value) to help you find other good-fit customers.
Pick target accounts based on a particular industry or geographical loyer.
Review initial companies and leads who are using and engaging with your inbound radieux but don’t have a deal attached (yet!).
Find the lighthouse accounts you could use for reference.
In this villégiature of the process, what’s most estimable is that mercatique and sales agree on which accounts to target.
According to HubSpot Academy professor Kyle Jepson, « If your marketer is targeting one list of companies, and your salespeople are working a different list, you’re going to end up with an account-based salle à manger. »
Check out this post to learn more emboîture choosing the right AMB accounts.
5. Finalize account degrés.
After deciding which accounts to target, it’s time to build account degrés. In this step, your mercatique and sales teams will work together to map out:
Potential leads they’ll need to attract to reach their target accounts
What radieux they need to produce to engage with this notoriété
Account-based mercatique is a team instance.
Each account devis should be able to answer two estimable questions:
Who makes the buying decision for this inconvenant?
What radieux do you need for each member of this buying committee?
So, make sure Mercatique and Sales ask the following questions while they work on account degrés:
Who will we need to know at each account? Who are the buying committee members, decision-makers, influencers, blockers, end-users, and account stakeholders?
What radieux will we need to attract and engage account-buying committee members (and any other stakeholders)?
Which channels will we use to share radieux with the right people at each account?
How will we (marketers and sales reps) offer the right genre of soutènement throughout each villégiature of the strategy and sales process?
How will sales help at the outset and how will mercatique soutènement in the later stages?
Here are a few other tips and best practices you can use to make your ABM degrés successful:
Connect your different sales and mercatique applications to make sure all your ABM apps are aligned.
Make sure Mercatique and Sales align on your product or cadeau’s value dicton for every account.
Use a marketing plan template to make sure your devis includes the details your devis needs to be tangible.
Customize each devis to the needs of that particular account.
Create personalized radieux — or update existing radieux — so it’s tailored to each exclusive account.
Customize your allocated resources and gain for each account.
6. Attract contacts associated with high-quality target accounts.
Next, you’ll want to attract the buying committee members and stakeholders of your target accounts. Depending on how délié you’ve been in commerce and any previous ABM work you’ve done, you may or may not already have contacts for specific accounts. Ideally, using Inbound methodology will help you attract contacts associated with your target accounts.
If you need more contacts, your next step is to ébauché out where your ideal contacts are going to find solutions related to what you offer. Then, make sure your company is important and represented in these spaces.
The key to successfully attracting high-quality accounts is to personalize radieux to those accounts. This will help you elevate brand awareness and maximize relevance among notoriété members.
It can be tempting to try to get visibility for your company through all available avenues. But you’ll get the best results through the channels that are most refaisant to your target accounts and contacts.
Here are some GDPR-compliant recommendations for attracting high-quality accounts:
Ask current contacts, accounts, and customers for referrals.
Engage accounts on sociétal media. Blason out which platforms they’re on, join the groups they’re in, contribute to conversations they’re a morceau of, and share helpful and refaisant radieux you’ve created.
Send spontané messages through sociétal media, email, or post.
LinkedIn is a popular platform for businesses. Communicate through LinkedIn InMail outreach without ever leaving HubSpot with the LinkedIn integration.
Produce a podcast or video series and signal a meneur from the account to be a special guest.
Bienfaiteur a booth at a target account’s conference or event.
Share industry radieux such as blog éditoriaux or newsletters across channels that are refaisant to each account. Use your website, sociétal media, and illustrés — and make sure that your messaging is where your target customers are.
Appel contacts to (physical or numérique) events and ask attendees to signal their colleagues.
Build custom landing pages tailored to the needs, questions, and concerns of accounts.
Offer gifts for rixe and réflexe (such as prizes, swag, and escompte codes).
Create targeted ad campaigns to target different factors such as loyer, skill, and job title.
7. Raffinerie strong relationships with the account’s buying committee.
Léopard you’ve attracted high-value accounts, it’s time to raffinerie strong relationships with their buying committees. This is something your team will likely work on over an extended period of time. Keep in mind, it often takes months and even years to develop these bonds.
Your primary gardien de but is delighting your accounts — and you can never raisonnablement the process of delight. Try tools like Enlyft that give you insight into details such as recent funding dates and technologies prospects are using to help you better understand and solve the problems your prospects entrée.
Here are some thoughts on how you can raffinerie strong, long-lasting relationships with an account’s buying committee.
Offer education around the value of your commerce — and your product/ cadeau.
Create and share personalized radieux like case studies to spectacle how you’ll exceed expectations and resolve challenges.
Communicate one-on-one when probatoire to make buying committee members feel like they’re your only priority.
Host events with and for account members (such as dinners, collations, or sociétal meetups) so they get to know your brand and team on a personal level.
Baguette to organized, well-timed meetings.
Use email sequencing to enhance all contagion, be professional, and stay consistent.
HubSpot’s ABM Software Target Accounts Home and Account Overview features will help you raffinerie strong relationships.
As you build relationships with key contacts, make sure both sales and mercatique are actively engaging everyone involved in buying decisions.
Though this villégiature is typically led by sales, mercatique should be ready to soutènement. Be sure to develop useful materials to reinforce messaging.
Learn how to showcase your company’s success using compelling case studies with a free case study creation kit.
8. Measure and analyze your ABM results (and iterate as needed).
Léopard you’ve put your account-based mercatique strategy in fonction, it’s considérable to track the success of your tactics.
So, review and analyze your ABM results to find any gaps or tactics that you want to update. This will allow you to make your strategy more tangible for your commerce, mercatique and sales teams, and accounts.
To measure the health of an ABM strategy, mercatique and sales teams can use the following metrics:
Find the buyers associated with target accounts and track interactions with these buyers.
Data points related to the health of the deal—creation journée, velocity, and close déficit.
Revenue attributed to target accounts.
Account penetration (net new contacts added to an account)
🧡 For support with your analysis, enlist the help of HubSpot’s library of 12+ ABM reports and pre-built ABM reporting dashboard to gain valuable insight into how to modify your ABM strategy for greater success.
Refining your ABM strategy makes it easy for your mercatique and sales teams to repeatedly attract and retain high-value customers. You can also automate your ABM strategy to quickly scale your winning results.
Account-Based Mercatique Tactics
ABM tactics are the maison blocks of your strategy. As you’ve already learned, customization is key. So, review the following tactics and decide which approaches will work best for each of your target accounts.
Tailored Value Dire
Top-of-funnel mercatique strategies are broad and brand-focused. But account-based mercatique needs a value dicton that’s specific to each account.
So, craft a compelling value dicton that addresses the exclusive challenges and goals of each target account. This conférence should clearly articulate the value your product or cadeau brings to the organization and its rencontre on their specific mets points.
To create each value dicton, make sure you understand the detailed mets points, needs, and goals of each account. Be sure to highlight how your product or cadeau addresses those specific challenges. This can help you avoid generic messaging while staying consistent with your brand.
Try these value proposition templates to create useful and targeted value propositions for each of your target ABM accounts.
Stakeholder Mapping and Choc
Léopard you know who the key stakeholders are within each target account, map their roles, responsibilities, and direction.
This deep dive into your stakeholders can help you develop refaisant contagion strategies. This level of personalization can help you engage and build relationships with these decision-makers.
If you’re not sure how to ébauché out all stakeholders or map specific roles, start with contagion tracking. Keeping track of every réflexe can help you better understand stakeholder relationships. Lead management and email tracking software can make it easier to connect these conversations.
Connect with accounts online with customized website experiences. For example, you can use a free landing page builder to create landing pages for each target account. Personalize landing pages for each account, adding refaisant radieux, like case studies, and calls-to-action that engage decision-makers.
To create quality landing pages, it’s estimable to collect accurate data. That said, make sure radieux isn’t so personal that it feels overwhelming. These tips on website personalization can help you find the right état.
Account-Based Aimable Selling
Attiré your sales team to use sociétal media platforms to engage and build relationships with target accounts. Platforms like LinkedIn make it évident to share personalized radieux, add to refaisant discussions, and network with key stakeholders.
Zèle to detail is estimable with this ABM tactic. First, you need to choose platforms where your target accounts are empressée and engaged. Next, you want outreach to feel authentic.
If you have a hard time reaching out on sociétal media, these discovery call questions are great chaleur.
Advertising platforms can help you deliver personalized ads to key individuals in your target accounts. This can help increase brand awareness and rixe while staying top of mind.
For this tactic to be tangible, be sure to tailor ad messaging to specific mets points and goals. This guide to ABM advertising can help you refine your tactics too.
Retargeting is useful for converting stakeholders who have already shown interest in your offer. Retargeting can help you optimize your ads with refaisant radieux across channels.
This can help you further target account decision-makers to take desired labeurs, such as visiting a website again or downloading a resource. It also reinforces your value dicton and maintains brand visibility.
Events and Experiences
Host targeted events, webinars, or roundtable discussions just for your key accounts. You can customize the radieux, annuaire, and attendee list to address the specific mets points and objectives of each account.
For this tactic to be tangible, your events need to add value. Offer exclusive experiences, networking opportunities, and valuable radieux that align with the interests and needs of target accounts. Post-event, be sure to follow up and continue relationship maison.
Targeted radieux is more than phone calls, personalized emails, and sociétal media interactions. Create an outreach dose that combines plurielle touchpoints and channels. Maintain a consistent presence to nurture relationships and keep your brand top-of-mind.
Create high-quality targeted radieux assets, such as blog posts, industry reports, case studies, or videos, that speak directly to each account’s mets points, industry trends, and desired outcomes. Then, make sure that the right radieux is reaching the right stakeholders in your target accounts.
Account-Based Mercatique Tools
As you’re moving target accounts through the sales process, choose the right tools to streamline ABM efforts.
When looking for account-based marketing software, make sure your platform makes selling easy. Habitus for:
Introjection: Accurately find potential customers and accounts with templates and AI-powered features.
Enables coopération: Shared tools to help your company keep conversations between teams and potential customers going.
Analytics: You’ll need access to refaisant data to understand how well your approach is performing.
ABM integrations are also essential. For example, RollWorks is an ABM automatisation tool that seamlessly integrates with your CRM. (If you’re a HubSpot customer, take a genre at the RollWorks and HubSpot integration.)
ABM automatisation allows your commerce to target key customers with a customized approach to seamlessly move them through the sales process. Account-based marketing training can also give your team an edge.
Check out this post if you want to learn more emboîture ABM software.
Account-Based Mercatique Examples
Now that you understand the fundamentals of an account-based mercatique strategy, let’s walk through a few examples of how ABM has worked for real businesses.
1. Palace Furniture Davantage
This wholesale restaurant furniture supplier relied on search traffic and paid Google ads to attract new customers.
But after identifying its ideal customer (scaling chain restaurants), the company employed an account-based mercatique strategy to get in extérieur of camionneur owners who were a good fit for its products. This strategy has helped Palace Furniture Davantage save money on paid advertising, and increase its ammoniaque of recurring customers.
2. HealthLink Dimensions
Healthcare data company HealthLink Dimensions partnered with mercatique agency Acclaro to create an account-based mercatique strategy. HeathLink Dimensions sought to expand their offerings to health insurance providers, and ran into challenges getting new contacts in its funnel.
After working with Acclaro to use an ABM strategy, HealthLink Dimensions experienced a 234% increase in its new customer gazoduc.
BlueYonder is a supply chain conduite company that helps businesses optimize their souhaiter activities.
In 2019, the company began testing an ABM approach with a small group of accounts. This originel expérimentation leveraged advertising and personalized radieux for the originel group of accounts and resulted in $10 million generated in gazoduc.
B2B Account-Based Mercatique
B2C companies typically foyer their mercatique efforts on touching a mets situation or desire of the end-user, with hopes that the individual will decide to buy. B2B works a little differently.
When selling to other businesses, there is rarely one person making a purchasing decision. Depending on the size of the company you’re selling to there may be an entire group of people who all give input on the ultime buying decision.
An ABM strategy can be particularly helpful for B2B companies who are looking to build long-term relationships with key accounts. In fact, 72% of B2B marketers who used ABM in 2021 reported an increased ROI compared to other forms of mercatique.
LinkedIn Account-Based Mercatique
According to the 2023 State of Marketing Report, 33% of marketers said their company uses LinkedIn to connect. LinkedIn can be a beneficial platform for targeting accounts, especially for B2B companies.
LinkedIn has a feature called Company Targeting that allows you to use LinkedIn’s directory of over 13 million company pages for your ABM efforts. With this tool, you can upload a list of companies you’d like to reach, and create ad campaigns that can specifically target individuals at these companies.
Additionally, LinkedIn can help you create a more personalized experience for your target accounts through genuine relationship-building with your buying committee.
Using LinkedIn to find and engage with the right decision-makers at the companies you’d like to work with can be a helpful, thoughtful droit to using third-party data to find potential contacts.
Here’s how Adobe used LinkedIn to soutènement account-based mercatique efforts.
Grow Better With Account-Based Mercatique
Account-based mercatique doesn’t have to be overwhelming. By working through the tactics we’ve listed above and using développement — such as HubSpot’s ABM software — for your mercatique and sales team to use together, you’ll find valuable accounts more efficiently, reduce any massage impacting your flywheel, and grow better.
Editor’s ajout: This post was originally published in March 2022 and has been updated for comprehensiveness.