You’ve likely heard a lot about the philosophy of account-based marketing (ABM) lately. Perhaps you’re also wondering: how do you actually do ABM? In this post we’ll talk about the fundamentals, then we’ll show you how Leadspace customer BloomReach has succeeded with ABM.
According to Wikipedia, ABM is “a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one.” Let’s break it down.
How do you “consider and communicate” with a prospective account? Well, first you must find the right people in your target account, and you’ll need their contact information if you want to “communicate” anything. And to “consider” the value of a target account or prospect, you also need demographic and firmographic data–so you know you’re focusing on the right prospects.
Download the Leadspace/BloomReach ABM case study.
Then how do you treat a prospective account as a “market of one?” You’ve got to tailor your marketing to that target account. Your team will need to focus on understanding the business drivers, decision-makers, and opportunities in that account.
So is ABM an “artisanal” approach to marketing?
How does ABM jibe with scale, with the ever-growing technology ecosystem in which you might reach your prospect, and with the competitive, fast-paced digital marketplace?
BloomReach, an award-winning B2B tech company, figured out how to handle ABM for its suite of content discovery products across thousands of target accounts, and they did it all with Leadspace.
Since 2012, Leadspace has provided BloomReach nearly all its leads–delivering 78% of BloomReach’s net-new pipeline in 2015 alone. BloomReach says Leadspace provides “one of the core tenets of our Account-Based Marketing strategy.” Learn more about how BloomReach’s ABM profits from Leadspace here.
ABM efforts succeed when they’re built on a strong foundation. What’s yours?
Cover image lovingly crafted by me on memegenerator.net.