The marketing team, as I mentioned earlier, is a key part of the ABM process, but it should not be the one leading the entire plan. The marketing objective within Account-based Marketing will be to support sales teams in relation to three stages of the conversion funnel:
For the generation of new qualified contacts within key accounts
Contributing to increasing engagement per account : The more touchpoints or engagement we achieve between contacts within an account, the more opportunities there will be to whatsapp number list start sales conversations.
Supporting the sales team in closing opportunities . In a B2B environment, the sales cycle can take quite a long time, so the marketing role should not only be limited to opening or identifying opportunities, but should also extend almost to the proposal or signature stage, working hand in hand with the Account Manager to maintain a significant level of engagement with the account until the opportunity is closed.
Based on these objectives and the prioritization of the accounts proposed by the sales team, we can define 3 types of activation or investment by marketing: 1to1, 1tofew and 1tomany.
It's about implementing tactics and strategies that reach broad or large segments within our target list for which we still need to build some awareness and interest . In the execution itself, there are no major differences between the way of launching an Inbound campaign and this type of strategy, however, the biggest difference is in the way of approaching the themes, angle of the campaign and its distribution.
For example, let's imagine that we are a human resources software business and we have identified that one of the largest segments where we need to build awareness and acquire new contacts is banking. We could propose the creation of a report or guide on employer branding within the banking sector, in which we had examples or data from different brands in the industry.
This piece of content, which would be distributed like any other mass marketing campaign, would allow sales teams to personalize their contact with the accounts in this segment; marketing could contribute by generating new leads within this niche; and at the same time paid or programmatic campaigns could be launched to increase engagement in accounts in this sector.
What is the role of marketing in ABM?
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