Account based Marketing

Account-based marketing is a sales process that uses the same metrics and processes for every account. The goal is to nurture relationships with your customers over time, so you can create a long-term business partnership.

Account-based marketing as a whole is about improving the relationship between you and your customers. It’s not just about selling more products or services — it’s about creating long-term relationships that make it easier for them to buy from you in the future.

The most common use case for account-based marketing is email outreach — sending personalized emails to existing customers in an effort to re-engage them with your products and services.

Account-based marketing is the practice of using a customer’s account information to market to them. This data can be used to target customers with relevant offers, discounts, and coupons.

Account-based marketing tools include:

CRM – Customer Relationship Management software that allows companies to track customers by their name, email address, and other account data.

Email Marketing – Email marketing provides an effective way for businesses to reach their customers or potential customers on a personal level. Email marketing tools allow businesses to send targeted emails based on specific criteria such as location or previous purchases.

SMS Marketing – SMS (short message service) marketing allows businesses to send personalized messages directly from their phone, via text messages (SMS). SMS is free and easy to use so there’s little risk in trying it out.

There are a variety of tools available for account-based marketing (ABM). Some common types of tools include:

  1. Account identification and segmentation: Tools that help identify and segment target accounts based on specific criteria, such as company size, industry, location, and more.

  2. Contact and account intelligence: Tools that provide detailed information on contacts and accounts, including company information, decision-makers, and contact details.

  3. Advertising: Platforms that allow you to target specific accounts with targeted advertising, such as LinkedIn Ads, Google Ads, and more.

  4. Lead generation: Tools that help you generate leads by reaching out to and qualifying contacts from target accounts.

  5. Marketing automation: Platforms that allow you to automate repetitive tasks such as email marketing, lead nurturing, and more.

  6. Sales engagement: Tools that enable your sales team to easily engage with contacts and accounts, and track engagement activity.

  7. ABM Analytics and Reporting: Platforms that help you track your ABM campaigns performance, and engage with key metrics such as MQL, SQL, and opportunities.

Please note that there are many different vendors available in each category, which are most suitable for different business cases, budgets, industries, and sizes of the companies. Some well-known vendors include Terminus, Engagio, LeanData, and Demandbase for ABM platforms, but there are many other choices available.