What is ABM? A simple explanation of account-based marketing
Posted: Wed Dec 04, 2024 5:03 am
ABM (Account-Based Marketing) is a strategy that focuses on specific client companies. By implementing measures that are tailored to individual needs, it is possible to maximize results while minimizing marketing and sales resources.
What is ABM?
What is ABM (Account-Based Marketing)?
ABM (Account-Based Marketing) is a marketing method and concept in which companies focus on specific customer companies (accounts) and put into practice based on individually optimized strategies. The purpose of this method is to build relationships efficiently and effectively through measures tailored to the specific needs and challenges of the target companies, ultimately achieving increased sales and customer satisfaction.
The benefits of ABM (Account-Based Marketing)
ABM is not just about acquiring new leads (company names, names, addresses) but it is important to narrow down the companies you want to focus on in advance. By organizing and transmitting information on the characteristics and value of each company, you can expect to reduce sales man-hours and improve order rates, even if the total number is small.
Steps to implementing ABM
Account-Based Marketing (ABM) requires a planned and strategic approach. Below we'll explain the specific steps from identifying target companies to implementing personalized communications.
Step 1: Select your account (company)
Market Analysis: Analyze the market to identify the companies that are most likely to find value in your product or service.
Setting criteria: Set criteria for selecting target companies, such as sales, industry category, number of employees, region, IR information, and relationships with customers.
Listing: List target accounts based on the criteria you set.
For more information on how to set target companies (ideal customers), please refer to the blog below.
What is ICP (Ideal Customer Profile) in B2B Marketing?
Step 2: Identify your target (key person)
Identify decision makers: Identify the key people and decision makers within your target companies who are involved in purchasing decisions.
Stakeholder Mapping: Map the stakeholders and chinese thailand b2c phone number data influencers within your account to understand the needs and challenges of each stakeholder.
Step 3: Create a content strategy
Needs analysis: We develop a content strategy based on a deep understanding of the business needs and challenges of the target company.
Optimization: We create SEO content for specific accounts or key people, prepare white papers for download, webinar content, and other content tailored to your target company.
Step 4: Develop a multi-channel strategy
Channel selection: Select the channel that you think your target companies are most likely to use. For example, if the problem is clear, use listing ads on Google, etc. If there are many customers whose needs are latent but not yet manifested (unaware), we recommend Facebook/Instagram, LinkedIn ads, exhibitions, webinars, etc.
Consistent approach: Communicate the same consistent message designed in step 3 across your chosen channels.
Step 5: Implement the initiative
Campaign Execution: We execute campaigns based on the formulated content and multi-channel strategies.
Tracking effectiveness: Prepare to track responses to the campaign by adding advertising parameters, etc., and use CRM and MA to measure whether leads are actually being generated and whether they are leading to sales opportunities.
Step 6: Analyze and optimize your results
Measurement: Analyze the effectiveness of your campaigns and measure goal achievement.
Use feedback to identify areas to improve your strategy and apply them to your next campaign.
When implementing ABM, it is important to repeat these steps and continually optimize your efforts to build deep relationships with your target companies and set yourself up for long-term success.
Choosing the right tools
Choosing effective digital tools is essential for the success of ABM (Account-Based Marketing). Below, we will introduce the main types of tools that support ABM and their roles.
1. Marketing Automation (MA)
What it does: It enables the delivery of content optimized for each target company, lead management, and campaign automation. MA tools track customer behavior and preferences, and automatically send messages based on them, resulting in more personalized marketing activities.
For example: Marketo, HubSpot, Account Engagement
2. SFA (Sales Support System)
Role: Automate sales activity management and streamline the sales process. Help sales teams approach target companies more effectively by managing customer information, managing sales negotiations, and analyzing sales results.
Examples: Salesforce Sales Cloud, Microsoft Dynamics 365 for Sales
3. CRM (Customer Relationship Management System)
Role: Supports the centralization of customer data and building relationships with customers. CRM accumulates information such as customer interaction history, purchase history, and interests, enabling a customized approach to target companies.
Examples: Salesforce CRM, Zoho CRM
4. Account-Based Marketing Tools
What they do: In addition to the above functions, ABM-specific tools centrally manage the planning, execution, and analysis of marketing activities focused on specific accounts. They provide features that address the unique needs of ABM, such as identifying target companies, mapping key people, measuring engagement, and leveraging intent data .
Examples: Signal, Terminus, Demandbase, Engagio
For a comparison of ABM tools, please refer to the following article.
[2024 Latest Edition] What is an ABM tool? 10 ABM tools you should use now | A thorough comparison of features
By combining these tools, you can efficiently and effectively execute the activities required at each stage of your ABM strategy. Choosing the right tools and customizing them to fit your company's ABM strategy is key to success.
Introducing ABM success stories
Below are some examples of companies that have successfully implemented ABM (Account Based Marketing):
Case study of Seraku Co., Ltd.:
Tools used: Usonar, Salesforce
ABM strategy: Develop an ABM (account-based marketing) strategy based on highly accurate corporate data for corporate sales. Strengthen collaboration with Salesforce to realize efficient sales activities.
Key results from ABM: Achieve results that exceed 180% of your set ROI goals. Accelerate the sales process, democratize sales, and help establish a digital sales culture.
Case study of Willgate Co., Ltd.:
Tools used: FORCAS, Salesforce, Marketo
ABM strategy: Develop an ABM (account-based marketing) strategy based on highly accurate corporate data for corporate sales. Strengthen collaboration with Salesforce to support efficient sales activities.
Key results from ABM: Achieve results that exceed 180% of your set ROI goals. Accelerate the sales process, democratize sales, and help establish a digital sales culture.
These examples show how leveraging modern technology to foster collaboration among teams can produce dramatic results.
Key points for ABM success
Recently, several businesses have been successfully leveraging ABM (Account Based Marketing). Here we summarize the key strategies that have supported their success to make it easier to understand.
1. Selection of target companies: We will understand customer issues by listening to past performance, customer interviews, and feedback from the sales field. In addition, by clearly defining company attributes such as sales and industry, we will make it easier to design hypotheses and measure effectiveness.
2. Personalized content: Creating content tailored to the needs of your target companies and contacts sets you apart from generic B2B tactics in building effective relationships. Tailoring content to your industry and job type can significantly improve the results of your ABM campaigns.
3. Data-based strategies: Visualize company data collected from advertising, SEO, exhibitions, etc. Conduct consistent analysis and evaluation of strategies from marketing to sales, such as companies that have led to sales negotiations and orders, and the page browsing history of your company's website.
Team Alignment: Close collaboration between sales and marketing teams will enable you to reach your target customers effectively. Working together towards a shared goal is essential to achieving great results.
By keeping these points in mind, you can deploy your ABM strategy more effectively and accelerate your business growth.
What is ABM?
What is ABM (Account-Based Marketing)?
ABM (Account-Based Marketing) is a marketing method and concept in which companies focus on specific customer companies (accounts) and put into practice based on individually optimized strategies. The purpose of this method is to build relationships efficiently and effectively through measures tailored to the specific needs and challenges of the target companies, ultimately achieving increased sales and customer satisfaction.
The benefits of ABM (Account-Based Marketing)
ABM is not just about acquiring new leads (company names, names, addresses) but it is important to narrow down the companies you want to focus on in advance. By organizing and transmitting information on the characteristics and value of each company, you can expect to reduce sales man-hours and improve order rates, even if the total number is small.
Steps to implementing ABM
Account-Based Marketing (ABM) requires a planned and strategic approach. Below we'll explain the specific steps from identifying target companies to implementing personalized communications.
Step 1: Select your account (company)
Market Analysis: Analyze the market to identify the companies that are most likely to find value in your product or service.
Setting criteria: Set criteria for selecting target companies, such as sales, industry category, number of employees, region, IR information, and relationships with customers.
Listing: List target accounts based on the criteria you set.
For more information on how to set target companies (ideal customers), please refer to the blog below.
What is ICP (Ideal Customer Profile) in B2B Marketing?
Step 2: Identify your target (key person)
Identify decision makers: Identify the key people and decision makers within your target companies who are involved in purchasing decisions.
Stakeholder Mapping: Map the stakeholders and chinese thailand b2c phone number data influencers within your account to understand the needs and challenges of each stakeholder.
Step 3: Create a content strategy
Needs analysis: We develop a content strategy based on a deep understanding of the business needs and challenges of the target company.
Optimization: We create SEO content for specific accounts or key people, prepare white papers for download, webinar content, and other content tailored to your target company.
Step 4: Develop a multi-channel strategy
Channel selection: Select the channel that you think your target companies are most likely to use. For example, if the problem is clear, use listing ads on Google, etc. If there are many customers whose needs are latent but not yet manifested (unaware), we recommend Facebook/Instagram, LinkedIn ads, exhibitions, webinars, etc.
Consistent approach: Communicate the same consistent message designed in step 3 across your chosen channels.
Step 5: Implement the initiative
Campaign Execution: We execute campaigns based on the formulated content and multi-channel strategies.
Tracking effectiveness: Prepare to track responses to the campaign by adding advertising parameters, etc., and use CRM and MA to measure whether leads are actually being generated and whether they are leading to sales opportunities.
Step 6: Analyze and optimize your results
Measurement: Analyze the effectiveness of your campaigns and measure goal achievement.
Use feedback to identify areas to improve your strategy and apply them to your next campaign.
When implementing ABM, it is important to repeat these steps and continually optimize your efforts to build deep relationships with your target companies and set yourself up for long-term success.
Choosing the right tools
Choosing effective digital tools is essential for the success of ABM (Account-Based Marketing). Below, we will introduce the main types of tools that support ABM and their roles.
1. Marketing Automation (MA)
What it does: It enables the delivery of content optimized for each target company, lead management, and campaign automation. MA tools track customer behavior and preferences, and automatically send messages based on them, resulting in more personalized marketing activities.
For example: Marketo, HubSpot, Account Engagement
2. SFA (Sales Support System)
Role: Automate sales activity management and streamline the sales process. Help sales teams approach target companies more effectively by managing customer information, managing sales negotiations, and analyzing sales results.
Examples: Salesforce Sales Cloud, Microsoft Dynamics 365 for Sales
3. CRM (Customer Relationship Management System)
Role: Supports the centralization of customer data and building relationships with customers. CRM accumulates information such as customer interaction history, purchase history, and interests, enabling a customized approach to target companies.
Examples: Salesforce CRM, Zoho CRM
4. Account-Based Marketing Tools
What they do: In addition to the above functions, ABM-specific tools centrally manage the planning, execution, and analysis of marketing activities focused on specific accounts. They provide features that address the unique needs of ABM, such as identifying target companies, mapping key people, measuring engagement, and leveraging intent data .
Examples: Signal, Terminus, Demandbase, Engagio
For a comparison of ABM tools, please refer to the following article.
[2024 Latest Edition] What is an ABM tool? 10 ABM tools you should use now | A thorough comparison of features
By combining these tools, you can efficiently and effectively execute the activities required at each stage of your ABM strategy. Choosing the right tools and customizing them to fit your company's ABM strategy is key to success.
Introducing ABM success stories
Below are some examples of companies that have successfully implemented ABM (Account Based Marketing):
Case study of Seraku Co., Ltd.:
Tools used: Usonar, Salesforce
ABM strategy: Develop an ABM (account-based marketing) strategy based on highly accurate corporate data for corporate sales. Strengthen collaboration with Salesforce to realize efficient sales activities.
Key results from ABM: Achieve results that exceed 180% of your set ROI goals. Accelerate the sales process, democratize sales, and help establish a digital sales culture.
Case study of Willgate Co., Ltd.:
Tools used: FORCAS, Salesforce, Marketo
ABM strategy: Develop an ABM (account-based marketing) strategy based on highly accurate corporate data for corporate sales. Strengthen collaboration with Salesforce to support efficient sales activities.
Key results from ABM: Achieve results that exceed 180% of your set ROI goals. Accelerate the sales process, democratize sales, and help establish a digital sales culture.
These examples show how leveraging modern technology to foster collaboration among teams can produce dramatic results.
Key points for ABM success
Recently, several businesses have been successfully leveraging ABM (Account Based Marketing). Here we summarize the key strategies that have supported their success to make it easier to understand.
1. Selection of target companies: We will understand customer issues by listening to past performance, customer interviews, and feedback from the sales field. In addition, by clearly defining company attributes such as sales and industry, we will make it easier to design hypotheses and measure effectiveness.
2. Personalized content: Creating content tailored to the needs of your target companies and contacts sets you apart from generic B2B tactics in building effective relationships. Tailoring content to your industry and job type can significantly improve the results of your ABM campaigns.
3. Data-based strategies: Visualize company data collected from advertising, SEO, exhibitions, etc. Conduct consistent analysis and evaluation of strategies from marketing to sales, such as companies that have led to sales negotiations and orders, and the page browsing history of your company's website.
Team Alignment: Close collaboration between sales and marketing teams will enable you to reach your target customers effectively. Working together towards a shared goal is essential to achieving great results.
By keeping these points in mind, you can deploy your ABM strategy more effectively and accelerate your business growth.