Account-based marketing is the most efficient way of breaking through to highly targeted companies and contacts. Rather than casting a wide net across a particular industry or vertical, account-based marketing is a strategy best used on a small subset of your most desirable accounts. Here we present a high-level overview of how to organize and implement your efforts.
Whether you call it account based, key account or micro-vertical marketing, the overarching premise remains the same:
Trends come and go. What worked 6 months ago may not work today. Keeping up with trends and being able to measure what works for yourself is integral in developing and implementing successful marketing campaigns. Maximizing channel partner’s use of market development funds and having a more hands on approach towards tactics and partnerships appears to be the over-arching theme in channel marketing today. Here we take a look at seven channel marketing trends for 2018 and beyond.
For key accounts that represent substantial potential revenue, building a microsite can be just the thing that differentiates you from the competition. Microsites can have a tremendous impact on B2B prospects as they are highly personalized and show just how serious you are about doing business with their company. These sites may only contain a few pages but most visitors will take notice of the effort being made to get their attention. Fusing account based and inbound marketing allows you to be persistent with key accounts without overwhelming them with excessive phone calls or emails. That being said, here are some of the most important things to include on your targeted microsites.
With so many enterprise level technology companies adopting account based marketing as part of their marketing plan, steps need to be taken to ensure your message resonates with your most important accounts. ABM is a strategic plan to narrow your focus and sell to your biggest targets, with personalization playing a major role throughout all channels. The use of both inbound and outbound marketing techniques gives you the greatest chance of landing your most profitable accounts. Here we’ve outlined several ways you can make your ABM campaign stand out.
