Narrow focus approach for account based marketing

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“2019 will be the year of account-based data and insights. More marketing and sales teams will use account-level engagement data and a broader set of intent signals to help them identify, prioritize and personalize outreach for those accounts that are most likely to convert. This will drive greater efficiency and will set businesses up to scale their ABM efforts in 2020.”- Tyler Lessard, VP of Marketing,  Vidyard

ABM – one of the biggest buzzwords in the digital marketing world. A significant component in the marketing strategy, that took the pillars of marketing to its prime. And it still remains to be a continued success!

2018 was a fantastic year in terms of demand generation and ROI, companies that implemented ABM saw phenomenal results with more competition and larger growth goals. The result of advanced tech combined with brilliant minds turned out to be a huge success, which means that marketers are increasing their reliance on ABM.

Simply put, ABM is a personalized, targeted and precise strategy that nurtures relationships to increase sales. And it is said to have the highest ROI among all B2B strategies. Account-Based Marketing tactics are widely implemented because it boosts the sales process and generates higher revenues in a shorter time period. Account-based Marketing Tactics to Stay Ahead of the Game 

And with the glories of the past, it’s safe to say that 2019 will be rife with challenges.

We’re past that point where knowing ABM well was considered just enough. With the growing competition and everyone using the same tactics nowadays, it is crucial to always keep your eyes peeled. 

Here are some of the best ABM practices to ensure you keep killing it in 2019 and beyond:

Narrow Focus with a Targeted Approach

“Account-based marketing increases TTEC’s marketing-driven pipeline by 366%” - Terminus

Today, a successful account-based marketer is seen as someone who leverages customer data to provide relevant content and personalized offers. Analyzing the existing customer base to identify those that fit your definition of an ideal customer can not only benefit your prospects of maintaining a long-term relationship but also deliver the biggest lifetime value. Account-based marketers primarily focus on a personalized set of targeted accounts, treating each account and stakeholder as its own market. Thoroughly researching your target prospects and being rigorous with the data will ensure that you don’t miss out on an opportunity. 

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