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HOW TO USE ACCOUT BASED MARKETING TO DRIVE BUSINESS SUCCESS IN THE FUTURE

GORILLA CORPORATION - WHITE PAPER

Account-based marketing or ABM is also referred to as the key account marketing. It incorporates many of the

best practices and big trends in B2B marketing right now, and is creating a better way for marketers to target

an account or company.

Account-based marketing is a strategy that focuses on a specified set of accounts. The marketing campaign

that is used to reach these target accounts is a personalized campaign which is designed with the goal of

closing deals. Alignment is required from the marketing team and sales team to analyze and identify key

prospects and work together to create a customized marketing program to secure the accounts. It’s a strate-

gic approach that coordinates personalized marketing and sales efforts. The key to account-based marketing

is delivering the right message to the right individuals at the right time.

Account-based marketing can lead to more sales but it isn’t right for every company. ABM requires you to

invest time, energy and money into the front end of your marketing campaign. This means you have to make

sure the return on your investment is worth what you put into it. If you are looking for a quick turn on your

efforts, this probably won’t work as your number one strategy.

To determine if ABM is a good fit for you, calculate the ROI you normally make on the type of sale you’re

going after. Then calculate how much time and effort it’s going to take to target accounts. Remember, you’re

going to have to start by identifying your targets, and you’ll need to dig deeper into what those target

accounts need.

Once that is completed, you want to start creating a customized campaign - all of which is more than likely

going to require some type of cash. Are you going to create a direct mail piece? A digital campaign? You want

to make sure to catch their attention, and that won’t happen for free.

However, ABM could be exactly what your company needs to reach your revenue and sales goals for the

future if you have the following:

• The financial ability to produce a quality campaign

• A specific industry you want to target and a unique proposition to catch their attention

• A clear picture of who your ideal customers are

• The ability to create content that will stand out from competitors

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In the past, account-based marketing was only adopted by mid-size to large businesses because of the

required technology and resources. This is definitely not the case today. If you are a small business that can

focus on the accounts you want to target - you’ll be great! To do that, follow these steps:

Build Your ABM Strategy: You'll need a strategy and a goal. What do you want to gain from account-based

marketing? You need to identify your objectives.

Identify Your Key Accounts: Who are the accounts you want to target? Don't just focus on new

business; consider existing customers. Start small to begin with. As you get better, expand.

Align Your Team: Align your marketing and sales teams. Identify the roles and chart the timelines.

Involve marketing in the sales process and get ideas from your sales team on content strategy.

Interact with them on Social Media: While you're working on messaging, get social with your

accounts. Follow them on social media channels and engage, share content, and interact. Your goal is

to build a relationship.

Qualify and Manage Accounts: Determine how you will qualify and manage the account. Set the

criteria for when an account becomes a marketing qualified account (MQA). Identify when an account

becomes MQA and when it will be handed off to your sales team.

Finally, don’t forget to monitor and measure results. With any marketing strategy, monitoring and measuring

results is key to the success of a marketing campaign. Make sure you are prepared to carry out marketing

strategies and ensure your sales and marketing team are ready to carry out their tasks for the success of your

ABM strategy for the future!