ABM for your SMB. Got to love these acronyms. What is account-based marketing (ABM) and how can it help your small business?
ABM is marketing tailored for a handful of key accounts. Accounts identified as solid leads already. An approach perfect for a small business with modest sized sales and marketing teams.
For ABM to be successful, your marketing and sales departments must work closely together. Build an ideal account profile, similar to an ideal client profile, using industry, company size, and common trouble spots. Use account data from your CRM to gain insight into issues at specific companies or industries.
The marketing content you create must be adaptable and specific for the industry or company you wish to reach. Such as creating a landing page with images and a special report just for one account or sending a personalized email.
Engage with those companies on social media to build rapport and gain an understanding of their problems. This knowledge makes presenting your company’s solution to their issue simple.
Technology can help. LinkedIn comes in handy to identify companies and the right people to receive the content. Companies such as Terminus and Metadata automate the ABM process.
Account-based marketing allows a small business to focus on quality accounts with the best chance of converting to customers which increases revenue. And that’s a good thing.
Author: Kris Keppeler, writer for Crossing Genres on Medium.com, and Does This Happen to You? on Channillo. Award winning podcast producer. Follow her @KrisKKAria on Twitter or on LinkedIn.
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