What Is Account Based Marketing

In this article I’m going to explain exactly what Account Based Marketing is and why account based marketing is important to your company.

Make sure you stick around to the very end because I’m going to share four ways that you can use account based marketing at your company today!

So today's topic is account based marketing.

No, that doesn’t mean you market to accountants. That’s just too boring and… wait… Producer Dan is telling me “boring” is a banned word. It’s offensive to call accountants boring. Well, I better play by the numbers… 

What is Account Based Marketing?

It’s a strategic approach to marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.

Account based marketing - or A-B-M - is a very popular marketing strategy among B-2-B marketers.

Basically you decide, through research, which businesses, or accounts, you want to do business with and you market to the decision makers in those companies.

Why is Account Based Marketing Important for Your Company?

An account based marketing strategy really complements the traditional, short-term marketing goal of generating leads with efforts aimed at driving long-term revenue growth.

Account based marketing tactics can help your marketing team laser-focus on the best potential clients.

For example, instead of a blanket approach like going after small businesses, SMBs, and enterprises – you might start by focusing on those accounts that have the highest need and the required budget.

How Can You Use Accounted Based Marketing for Your Company?

Account based marketing is a win-win-win for sales, marketing, and customers. Want to know what A-B-M can do for your business?

The whole strategy perfectly complements the account-based approach sales teams have embraced for years.

When marketing buys-in and dedicates its resources to an account based marketing strategy, sales teams can better personalize their outreach.

Targeted Leads with Account Based Marketing

Nurturing targeted members of the buying committee with appropriate marketing messages helps speed up the sales process, allowing sales to achieve better close rates while closing bigger deals... faster.

So get your marketing team to put A-B-M into play.

Better Return on Effort with Account Based Marketing

You can deliver better return on effort in the B2B world with account based marketing. When you implement A-B-M, marketing benefits because sales sees the marketing team as a trusted ally on a strategic mission. It brings the two teams together, creating a defined list that both teams agree make the most promising targets. Did you know that 84-percent of businesses using A-B-M say it delivers higher ROI than other marketing campaigns? BOOM.

Deeper Understanding of Leads with Account Based Marketing

A third way you can use account based marketing at your company is to enrich the marketing team with a much deeper understanding of the company’s overall target audience.

Marketing can then apply their insight into what content and messages resonate to amp up the results of their efforts.

Personalized Interaction with Account Based Marketing

Finally, leverage account based marketing to better serve your customers.

Buyers prefer personalized interactions, and A-B-M delivers just that.

Serving targeted content and messages that resonate does take up-front work... but customers will recognize and appreciate this – and the fact that you don’t waste their time with ones that are off the mark will turn buyers into ambassadors.

Now that you know what account based marketing is and why account based marketing is important, make sure you implement account based marketing for your company’s success.

Make sure you're being happy and helpful, human along the way and let us know how you are using marketing automation in the comments below.

About the Expert

George B. Thomas

George B. Thomas is an Inbound Marketing Marketer, Video Jedi and HubSpot Certified Trainer with more than 25 years of sales and marketing experience. He leads the Impulse Creative crew in HubSpot certifications with 19 including Inbound, Email, Contextual, and Content Marketing.

George utilizes his love of teaching and learning to help companies find their way to growth via workshops, speaking engagements, business audits, and of course, Sprocket Talk.