In a world where we can no longer shake hands, account-based marketing (ABM) is a favorable strategy. If you’re a seasoned marketer, you know that ABM is nothing new to this industry. It’s an old tactic that’s trending again—for good reason. With COVID-19 precautions canceling large-scale events, finding leads through tradeshows is no longer a viable option. With less face-to-face interaction, companies are now using ABM to optimize their outbound campaigns for both traditional and digital channels. Whether it’s through targeted LinkedIn campaigns or direct mail, ABM can help you tailor your message to the right audience this year.
But First, What Is ABM?
In short, ABM is the process of identifying key accounts through tight collaboration with your sales team. You may be thinking, “well isn’t that the job of the sales team?” On the contrary, the idea behind ABM is that you’re no longer handing off your MQLs to sales. Instead, you’re working together with the sales team to evaluate leads at a 360-degree view to determine who needs additional marketing attention. For instance, you may be sending personalized gifts or targeting LinkedIn ads to certain key titles at other companies to win over their purchasing intent.
How Do You Implement ABM?
In our data-driven world, implementing ABM has become significantly easier. Platforms like Hubspot are incorporating tools that help marketers and salespeople keep tabs on recommended accounts based on pre-profiling. With so much data out there, let these programs serve you. Additionally, online collaborative platforms are especially helpful for at-home workflow, so don’t neglect the idea of working together as a team. When the office is back to regularly scheduled programming, sit down with your sales team and continue to meet about your objectives and goals. ABM is a performance-driven strategy.
What to Expect from the New Year
The sudden impact of the COVID-19 pandemic has forced us to adapt and accelerate quickly with various marketing trends. Anticipate working around tradeshows, relying more on mobile devices, building relationships online, and an overall digital acceleration. In fact, McKinsey’s data from 2020 shows that B2B buyers and sellers are emphasizing greater preference on digital interaction.
To learn about more current marketing trends, get into the habit of using online resources. Weekend Reading by One Foot Over is a great weekly email to get the week’s best tips for your online marketing performance. If you’re on-the-go, consider listening to podcasts at your convenience. Our podcast, My Edge, is now available on Google, Apple, and Spotify for our listeners. Lastly, subscribe to AMA Houston’s email list to learn more about upcoming events and luncheons tailored to the everyday marketer.
Hami Vo Arrington is founder at One Foot Over, a digital marketing agency that believes in not just testing the boundaries but breaking them. She holds a BA in public relations and marketing and an MBA in marketing from Georgia State University. Hami is president elect of the Houston Chapter of the American Marketing Association, immediate past president of the Women’s Masters Network, and alumna of Leadership Houston Class XXXVII and Goldman Sachs 10,000 Small Businesses.
Hami believes in empowering women in all aspects of life. That includes lifting up their beliefs and providing full support in their endeavors.