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Gain valuable insights and perspectives to build your business and respond to market changes from Kristen Taggert, VP of Integrated Marketing Communications.

Perspectives from Kristen Taggert | Brunner

Vice President, Integrated Marketing Communications

Kristen Taggert

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As a B2B brand, your target account list could fall within a variety of buying phases. Some accounts might be in market, ready to make a purchase decision. Some might be out of market, happy with their current partnerships. Some accounts might not be in your list but you’re in theirs.&nbsp;&nbsp;So, how do you identify the stage that these audiences are in and focus your efforts?&nbsp;Account-based marketing (ABM).&nbsp;&nbsp;An ABM approach is focused on the buying stage of your target accounts and the personas involved with that account. ABM programs are not new, but they are getting more sophisticated. By using the right technologies, ABM programs help businesses connect with their most engaged prospects through by using intent data that influences customized buying experiences resulting in better relationship-building and business growth.&nbsp;<h2>What is ABM?&nbsp;</h2>Account-Based Marketing (ABM) is a strategic approach that aligns marketing and sales to a set of prospective accounts. Unlike traditional marketing, which focuses on broad segments, ABM treats each prospect as a market of its own by identifying high-value accounts, understanding their needs, and creating personalized campaigns to engage and convert them.&nbsp;Core components to a successful ABM program:&nbsp;<ul><li>High-value accounts agreed upon by both sales and marketing&nbsp;</li><li>Understanding the account’s buying group and individual personas needs&nbsp;</li><li>Personalized campaigns to engage, further segment and drive desired actions&nbsp;&nbsp;</li><li>Strong measurement and lead scoring frameworks across tactics and tools&nbsp;</li></ul>Once campaigns are in market, the focus will be on identifying the most “engaged” accounts, ensuring that all efforts are highly targeted and consistent, leading to greater ROI and improved customer loyalty.&nbsp;<h2>Why is it Essential for B2B Brands to Adopt an ABM Strategy?&nbsp;&nbsp;</h2>Meet Your Audience’s Expectations: <a href="https://www.brunnerworks.com/perspectives/to-reach-todays-business-buyers-brands-must-embrace-brands-for-humans-marketing" rel="noopener noreferrer" target="_blank">Today's B2B buyers</a> expect personalized experiences and content that speaks directly to their needs and pain points, just like they do as a general consumer.&nbsp;ABM enables companies to deliver highly valuable messaging based on who they are and where they are in their buyer’s journey, increasing engagement and conversion rates.&nbsp;Scale Internally: Focus your resources on high-value accounts, resulting in more efficient and effective marketing efforts, and a more strategic allocation of resources on prospects with the highest potential to convert.&nbsp;&nbsp;Alignment Across Sales, Marketing, and Customer Experience Teams: A successful ABM program requires close collaboration between sales, marketing, and customer experience teams. By aligning these groups, companies can ensure a consistent and seamless experience for their target accounts, leading to improved customer satisfaction, retention, and loyalty.&nbsp;Measure Impact on Business Goals: ABM provides a more accurate way to measure marketing's impact on business goals. By focusing on specific accounts, companies can track the progress and success of their campaigns — and attribute revenue and other key metrics directly to their marketing efforts.&nbsp;View the Full Customer Lifecycle: By tracking interactions and engagement at the account level, businesses can gain valuable insights into the entire customer life cycle, so they can optimize their strategies and drive better results.&nbsp;<h2>5 Steps B2B Brands Should Implement Before Diving Into ABM&nbsp;</h2>To launch ABM successfully, companies need to prepare their teams to ensure a smooth implementation. Here are five key steps to follow:&nbsp;1. Know your target audiences: Developing in-depth knowledge of your target accounts is crucial for ABM success. Create your ideal customer profile, including firmographic information and industry context. Identify buying groups within your target accounts, as well as individual account personas to help tailor campaigns to meet their specific needs.&nbsp;2. Align your sales and marketing teams: To effectively implement ABM, your sales and marketing teams must align their approach and efforts. This includes developing and agreeing on a lead management process, a lead scoring model, and aligning on desired outcomes.&nbsp;3. Manage your customer data: Conduct a thorough audit of customer data. The audit should determine the key customer data you need, evaluate existing data formats, and identify any gaps. ABM platforms can help open doors for campaign attribution by providing additional insights about your customers.&nbsp;4. Evaluate and adjust your technology stack: Having the right technology is important for ABM success. Evaluate your existing tech stack to understand its capabilities and ensure you can integrate across platforms. Consider investing in a CRM system to house all account-related data. In addition, a marketing automation platform will allow you to operationalize campaign efforts and connect key marketing channels.&nbsp;5. Enlist your company’s top leaders as ABM champions: Buy-in and advocacy from your company’s top leaders will provide a strong foundation for a successful ABM implementation and commit to the necessary resources and process changes.&nbsp;&nbsp;<h2>Ready to Begin Preparing for ABM?&nbsp;</h2>Account-based marketing offers B2B companies a powerful strategy to focus and personalize their marketing efforts to drive better business outcomes. If your company is ready to get started, the Brunner team can help. We’d love to hear about your business objectives and marketing challenges. Please reach out so we can help with your ABM needs.&nbsp;

Discover the five essential steps to kickstart your Account-Based Marketing (ABM) strategy and drive more meaningful business results with ABM platforms.

Five Essential Steps for Getting Started with Account-Based Marketing

Five Essential Steps for Getting Started with Account-Based Marketing

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