If you’ve followed our blogs for some time, you’ll know that here at the Werx Brands we’re huge fans of Account-Based Marketing (ABM). You're probably already familiar with the acronym that’s taken over the marketing world, from industry blogs to your Instagram feed. But beyond the buzzword, what's the real deal of ABM? And how can it actually help you land high-value accounts and boost your sales?

Let’s start with the definition of ABM: account-based marketing is a hyper-personalized marketing practice that aligns marketing and sales in the pursuit of selling to target accounts.

But what does it mean in practice? In ABM, instead of having the marketing team drive leads and try to qualify them, then throw them over the wall to the sales team, which tries  to convert them, the marketing and sales teams work closely together to define a clear set of target companies they want to win as clients. 

The good old days of mass marketing emails are over in today's B2B landscape. At least, if you want your marketing and sales to be effective.

ABM turns the tables entirely. Instead of pouring your marketing materials into the dreadful internet void, you focus your efforts on a strategically chosen set of high-value accounts. We're talking about your dream clients – the ones who are a perfect match for your business.

Think of it like this: instead of shouting generic messages to a crowd, you're having personalized conversations with key decision-makers at your target accounts. It's all about building relationships, understanding their unique needs, and showing them exactly how your product or service can solve their biggest problems.

It all sounds great, but how do you actually make it happen?

Fear not, we’ve got you! Here's your roadmap to ABM success:

Step 1: Assemble Your Team of Sales and Marketing Superheroes

ABM isn't a solo mission. You need a dream team of sales and marketing people working together, fostering open communication, shared goals, and a deep understanding of each other's roles.

Step 2: Identify Your Target Accounts

Invest time in researching and identifying a targeted list of companies that are a perfect fit for your product or service. Consider factors like industry, size, budget, and growth potential.

Step 3: Get Personal

Ditch one-size-fits-all marketing together with mass emails. In today’s marketing world, personalization is key. Research the challenges and pain points of your target accounts. Tailor your messaging to resonate with decision-makers’ needs and craft tailored solutions that will solve their problems at the perfect time and place.

Step 4: Craft Content That Converts

Content is king (yet another buzzword that is painfully - or delightfully - true). Take your time and invest your energy in creating high-quality content: case studies, white papers, blog posts tailored to your target industry. This will showcase your expertise and position you as the trusted advisor they desperately need.

Step 5: Think Omnichannel!

Don't rely on just one marketing channel. Utilize a strategic mix of email marketing, one-to-one email conversations, social media engagement, targeted advertising, and more.

Step 6: Measure, Analyze, and Refine

Continuously monitor and analyze your results. Track key metrics like engagement rates, website visits, and leads generated. Use this data to refine your approach and identify what's working (and what's not).

The Power of Personalized Outreach

Here's the real magic of ABM: building relationships. Personalized outreach allows you to connect with decision-makers on a human level.

Imagine this: You've identified the CMO of a dream client who's struggling with lead generation. You craft a thoughtful email highlighting a recent case study where you helped a similar company achieve X% growth. You even throw in a personalized message referencing an industry article they recently shared on social media.

Suddenly, you're not just another annoying salesperson. You're a thought leader, a potential solution provider, and someone who genuinely understands their challenges. That's the power of personalized outreach in ABM.

Is ABM Right for You?

ABM isn't magic; it requires hard work, but for companies with well-defined target markets and high-value accounts, it can be a game-changer.

Not sure if your business and ABM marketing are a match made in heaven?

The Werx Brands are here to help navigate your way in the treacherous sea of sales and marketing strategies. Let the team at WerxMarketing show you how we can help you with the technology, the training, and the cultural change necessary to fully adopt an ABM strategy. Call us at 312.239.8820 X 704, or book a free consult.