With every new marketing trend is again the question: is this hype gradually disappear or does it really make sense to immerse ourselves in this? This also applies to account-based marketing. If we study of Smart Insights among B2B marketers may believe, it is one of the trends for 2017. But what exactly is it and how can you apply this best?
In fact, account-based marketing is nothing more than focusing on your so-called " wish list " of prospects or accounts. This is a list of companies that would like to get as a customer organization. Compiling such a list is done in coordination with sales and equal also one of the advantages of it: marketing and sales work into it closely to achieve better sales results.
The crux in this type of marketing is it also the right to define the challenges per account, because you can make so content more relevant. Prospects will appreciate this more content. In this way, the establishment of a contact suddenly become much easier and you can really add value to the buying process of your prospect.
Sirius Decisions research shows that this kind of marketing is one to keep an eye on. And it continues to develop 60 percent of the companies investing in tools such as marketing automation to generate leads effectively. Marketo also sees the relevance of account-based marketing because they have a strategy developed that include includes segmenting accounts and where quality score and optimization are key.
Itself we apply this method of lead generation regularly to our customers because we believe in a targeted and relevant approach prospects.
Or account-based marketing is the buzz word of 2017 or not, we'll see, but it is interesting to apply, for sure.
Steps
Here are five steps that you may find helpful as you want with account-based marketing to get started:
1. Create a wishlist
Start at the beginning: make a list of hot prospects which you quite a while dreaming that they become customers, but where the date has not yet been successful.
2. Find out who your main contact estate should go to
Look carefully who you have to approach within the organization, so what role and, more importantly, at what level. Once you know this, you have been a little closer to step three.
3. Determine the challenges of your prospect and base your content on it
Browse by the prospect of the challenges they currently have can be solved with your product or service. If you know where your prospect night of lying awake, you know how your prospect can approach the best, with the message and with what content.
4. Approach the prospect with a personalized message and the right content
By creating a relevant and personal message in which you describe the challenges, you will be more noticeable when your prospect than if you keep your message general and vague. Record your message with content that meets the needs of your prospect and shows that you are an expert in the sector where your prospect is in.
5. Find the right communication channels and be visible there
Where to find your prospect? Where he or she is looking for information? Since you have as a company can also be found. Think of social media channels such as LinkedIn (which allows to approach your prospect in a relatively simple manner through an InMail), media platforms and blogs.
The core of account-based marketing is actually true marketing always should be about: always think from the position of your prospect and ask continually what it needs. What it emphasizes is that you need to know exactly who you would like to approach, and you can then do a personalized and relevant.
Traditional lead generation campaigns where you send general information to your prospects, becoming more and more in the background. Companies that do not go along with new marketing tactics will therefore less noticeable. Precisely for this reason, account-based marketing is one of the most important lead generators will be in 2017.
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