Account Based Marketing

Acquiring and growing high value accounts

Key account, strategic account, Tier 1 accounts. Be it a Sales Team ‘wishlist’ to win or a business focus to retain and grow high value customers, having an effective Account Based Marketing strategy is critical to success.

Account Based Marketing

It isn’t uncommon for 80% of your business to come from 20% of your customers. The key is to refine your strategy, marketing mix and use of technology to be more effective to these accounts.

Key accounts, strategic accounts, Tier 1 accounts. You may call it something different but we’re all talking about the same thing. Be it a Sales Team ‘wishlist’ or a commercial objective to retain and grow high value customers, having an effective Account Based Marketing (ABM) strategy is critical to success.

Whether your business is targeting net new logos, growth of accounts with big potential or to retain its largest customers, ABM should play a fundamental role, and should be applied to meet whatever the business goals are.

Account Based Marketing is more than just a Sales wishlist.

While Sales-identified accounts are a highly valuable input, they represent only a small part of the success of an effective ABM approach. In the modern world, marketing owns a wealth of insight on existing customer accounts, target accounts and even unknown prospects from suitable accounts. Marketing must help prioritise opportunities and improve sales productivity – acquiring, nurturing and qualifying opportunities at an account level is vital in doing so.

Marketing can help to grow accounts in three key ways:

  • Driving increased engagement and conversion from target accounts
  • Personalising web content for existing customers to deliver highly relevant messages
  • Packaging up account insight and account sales-ready opportunities for your sales team

Do you need to evolve your marketing from targeting individuals to account buying groups?

Account Based Marketing may feel like your business and sales function are demanding more from you, when in reality it means you should demand more from your infrastructure and marketing approach.

Learn how you can increase the performance of your marketing to target accounts, give them more TLC.