Account Based Marketing for IT companies
Posted: Tue Dec 03, 2024 5:34 am
In recent years, companies have multiplied strategies to approach potential customers and one of the tactics used in recent years is the one known by its English name: Account Based Marketing (ABM) .
According to the latest report on the State of Account Based honduras phone number list Marketing in 2020, only 5.8% of respondents do not have an active ABM strategy. A figure that is much lower than the 23% of the previous report. This confirms that companies are betting on this marketing strategy to get closer to their potential customers.
The main explanation would be that ABM has a higher return on investment (ROI) than other marketing strategies.
But what is ABM? As we explained in this other article on the PGR blog , ABM is about directing marketing efforts to a specific type of company.
Based on this definition, this strategy can be applied to any sector and also to IT companies.
How to apply ABM to IT companies?
Many of the traditional Inbound Marketing and content marketing strategies are still being used in ABM (e-mail marketing, social media marketing, advertising, video marketing, etc.)
The main difference between ABM and Inbound Marketing and Content Marketing is how these strategies are used.
1.- Prioritize the quality of contacts
In an ABM strategy , the goal of content is not to engage as many people as possible, or to generate as many social media shares as possible, but rather to spark specific interest and address the challenges of specific companies.
2.- Identify target contacts
The important thing is to identify an IT organization that needs to specifically cover the needs that your ABM marketing strategy meets . The goal is to create an ideal customer profile (ICP).
3.- Identify key accounts and actors in the organization
Once the organizations that will be included in the ABM strategy are known , it will be necessary to find the key people in the company who may decide to implement the service.
4.- Create custom content
The goal at this stage is to produce valuable content that clearly addresses the most important business challenges faced by the target account. ABM content should be highly researched and, most importantly, should relate to the target organization and not the company itself.
5.- Select the optimal promotion channels
No matter how good and personalized the content is, if the appropriate promotion channels are not chosen, the target audience of the campaigns will never be reached.
Linkedin and Twitter are two key channels used by B2B professionals to reach the people who make the purchasing decision for a company. Although there are also studies that indicate that Facebook is a good channel to reach them.
6.- Launch the campaign, Analyze the results and optimize
Once you have identified your target audience, created custom content and selected the most appropriate channels to reach them, it is time to launch the campaign.
The most important thing at this stage is to make sure that you are coordinating your campaigns across all channels. It is essential that you do not send contradictory messages to different people. The goal is to get everyone on the same page at the same time.
According to the latest report on the State of Account Based honduras phone number list Marketing in 2020, only 5.8% of respondents do not have an active ABM strategy. A figure that is much lower than the 23% of the previous report. This confirms that companies are betting on this marketing strategy to get closer to their potential customers.
The main explanation would be that ABM has a higher return on investment (ROI) than other marketing strategies.
But what is ABM? As we explained in this other article on the PGR blog , ABM is about directing marketing efforts to a specific type of company.
Based on this definition, this strategy can be applied to any sector and also to IT companies.
How to apply ABM to IT companies?
Many of the traditional Inbound Marketing and content marketing strategies are still being used in ABM (e-mail marketing, social media marketing, advertising, video marketing, etc.)
The main difference between ABM and Inbound Marketing and Content Marketing is how these strategies are used.
1.- Prioritize the quality of contacts
In an ABM strategy , the goal of content is not to engage as many people as possible, or to generate as many social media shares as possible, but rather to spark specific interest and address the challenges of specific companies.
2.- Identify target contacts
The important thing is to identify an IT organization that needs to specifically cover the needs that your ABM marketing strategy meets . The goal is to create an ideal customer profile (ICP).
3.- Identify key accounts and actors in the organization
Once the organizations that will be included in the ABM strategy are known , it will be necessary to find the key people in the company who may decide to implement the service.
4.- Create custom content
The goal at this stage is to produce valuable content that clearly addresses the most important business challenges faced by the target account. ABM content should be highly researched and, most importantly, should relate to the target organization and not the company itself.
5.- Select the optimal promotion channels
No matter how good and personalized the content is, if the appropriate promotion channels are not chosen, the target audience of the campaigns will never be reached.
Linkedin and Twitter are two key channels used by B2B professionals to reach the people who make the purchasing decision for a company. Although there are also studies that indicate that Facebook is a good channel to reach them.
6.- Launch the campaign, Analyze the results and optimize
Once you have identified your target audience, created custom content and selected the most appropriate channels to reach them, it is time to launch the campaign.
The most important thing at this stage is to make sure that you are coordinating your campaigns across all channels. It is essential that you do not send contradictory messages to different people. The goal is to get everyone on the same page at the same time.