What if you could double down on your account-based marketing (ABM) initiatives? By involving partners in the account-based marketing strategy, you have the potential to double your budget and the number of helping hands. Most organizations don’t think about this, but we did––and it’s working!
ABM results increase ROI, with 97% of marketers reporting that they achieved higher ROI with ABM than with any other marketing initiatives.
What is account-based marketing (ABM)?
Marketo defines ABM as “a focused approach to B2B marketing in which marketing and sales teams work together to target best-fit accounts and turn them into customers.”
Fundamentally, ABM consists of targeting, engagement, and measurement. Build these aspects into your program’s foundation, and you’ll be set up for success. Sounds pretty straightforward, right? Well, yes and no. Tactically, quite a few more steps require consideration, and even more when engaging with a partner.
The tactical side of account-based marketing
Understanding the buyer, the first step in ABM, includes understanding if the buyer has the...
The optimal enterprise-focused sales strategy is to increase your deal size and decrease your sales life cycles. While this may sound like the perfect idea on paper, it takes much more effort to craft. Using current customer’s buying patterns and engagement metrics, you can begin to understand how an account-based marketing strategy will help you acquire new sales.
Account-based marketing takes a holistic sales approach, both internally and externally. Within your business, you are closely integrating your sales and marketing teams with aligned goals and tasks to achieve the optimal customer experience. Externally, you’re nurturing the team of decision makers with personalized material, advertising, and brand recognition. In turn, you’re creating a closer relationship prior to the sales point of contact. Account-based marketing means you’re targeting a group of people, which means consistent messaging is more important than ever. The collective decision-making process in enterprise companies is worth the fight. While it’s not one individual making the decision but rather a...