Whether you call it account based, key account or micro-vertical marketing, the overarching premise remains the same:

“ABM is all about shifting your focus from lots of leads to highly targeted accounts that are very specific organizations and companies that are the best possible fit for your product or service.” - Forbes

One of the biggest changes in modern account-based marketing is the move to attracting key accounts through educational content and valuable offers.  Focusing your efforts on target accounts while being helpful instead of disruptive coincides with a fundamental shift in the way B2B buyers make purchasing decisions.

Marketing technology, specifically automation platforms such as HubSpot and SharpSpring allow you to automate and scale account-based marketing efforts.  This enables you to target larger audiences with highly personalized content and offers.  ABM can now be used at every stage of the funnel with extensive analytics allowing you to accurately measure the effectiveness of your campaigns. 

The inbound marketing methodology begins with the attract stage and integrates seamlessly with ABM.  Once you’ve determined which accounts you want to target, you can divide them into two categories, new prospects and current clients. 

Each group requires a unique approach: 

New Prospects

Content

Content is the backbone of inbound marketing and the primary means to drive SEO.  A diverse library of personalized content in the form of blog articles, emails, eBooks, whitepapers, videos and infographics should be used to target your audience.  These pieces can be customized to fit a specific industry, company or any other contact segment.  This will increase engagement and ensure you are providing relevant content as it pertains to the buyer persona and their stage in the buyer’s journey.  A detailed distribution and engagement plan should be in place to ensure you get the most out of your content.

Advertising

Organic content distribution techniques such as social media posts and email outreach are a core concept of inbound marketing and extremely effective.  However, in order to drill down on high-level accounts, a paid approach may be necessary.  Google AdWords and the advertising tools available on many social media sites have advanced to allow for the targeting of a wide variety of traits and demographics, making them an ideal tool for ABM.  Advertisements should lead to personalized microsites, landing pages and content offers.  This will show your audience you view gaining their business as a priority. 

Current Customers

Email Workflows

Nurturing workflows, or email drip campaigns, can be used at all stages of the funnel but are particularly effective for marketing to current clients.  Marketing automation ensures that the timing, frequency and content line up with the desires and needs of your customers.  These workflows should contain a significant amount of personalization as you have an existing relationship.  Educational content, special offers, new products and services and upsells that will enhance a previous purchase should all be a part of marketing to your current clients.

Relationship Building

Once you’ve established a relationship with a customer it is important to continue to grow that connection.  Engaging with their online content, sending fun or congratulatory emails, company visits or simply reaching out to them on the phone to explore new opportunities will help you to develop loyal and repeat customers.  Continuing to stay at the top of their mind and building a strong relationship will ensure your competition doesn’t pluck your customers away from you.

Account based marketing provides the framework while inbound provides the means.  This is more than just a trend, it is the present and future of effective marketing.