The 5 pillars of Account-Based Marketing!

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As we mentioned in the last post , the Account-Based Marketing approach , in Portuguese, Marketing Baseado em Contas. This strategy formalizes the link between the marketing and sales areas.

The main competitive advantage of the ABM strategy is that it provides teams with focus and control over results. Therefore, it is also an efficient method for achieving revenue predictability.

This strategy will be supported by a set of tools, which we will explore further below, to optimize your results in campaigns and actions by the hunter team.

According to LeanData research, 86% of companies that sell to B2B have already implemented this strategy to some degree. Now, imagine the potential for differentiation if ABM is applied comprehensively in your business?

To consolidate your understanding of the foundations of this strategy, in this article you will discover the 5 pillars of Account-Based Marketing . Let's go!

Each company will have a unique process for implementing rcs data america Account-Based Marketing , as it will vary according to the structure of the marketing and sales teams, among other determining factors. However, what we would like to highlight here are the 5 fundamental pillars for applying Account-Based Marketing to your business . You can learn more about them below:

The first pillar of ABM is Account Selection.
Qualifying accounts (companies) for prioritization in active prospecting is crucial to starting the implementation of the Account-Based Marketing strategy. This is because it is in this well-executed selection that we will increase the chances of hitting the target accounts with a harpoon.

To qualify accounts, one of the most important actions is to identify your Ideal Customer Profile – ICP. The goal is to analyze your best customers and their main characteristics, so you can discover your ICP.

The second pillar is the Collection of Contact Data .
After prioritizing target accounts, it's time to find out who the influencers and purchasing decision makers are in the selected companies! In this pillar, we consider mapping target contacts to identify and analyze who these leads are, how they communicate, what they're looking for, how they like to interact, among other issues.

Remember : ABM is a strategy in which the relationship is established with the target contacts (leads) of each selected company profile.

Therefore, understanding internal issues of each target account (companies), such as the organizational chart, number of employees, revenue, roles of those involved, among others, is also important to optimize your results.

In this sense, the importance of the third pillar comes : the Expansion of Intelligence .
This is because it is when you gain a deeper understanding of the characteristics of your target accounts and their contacts that you come up with the right relationship strategies and techniques for each customer profile. This is how you build your marketing content and campaigns based on them.

Golden tip: Look for as much information and data about companies and their stakeholders as possible to support the production of marketing campaigns. This will certainly increase the chances of your strategies being effective in closing new sales.

Therefore, we consider the fourth pillar: building a Relationship with Leads . Here, high-value content is produced for leads to nurture them, according to their respective purchasing journeys.

It is worth noting that Account-Based Marketing is about personalizing the relationship with the target contacts of each account. In other words, the content produced is directed to the target contacts. It is based on the individual and position/function needs, as well as the organizational issues of this lead.

To close, the fifth pillar: Engagement for Conversion .
Driving your leads well to this pillar is the main sign that your ABM strategy is being successful. This is because conversion is understood as the creation of advocates for your brand in the target accounts, selected and prioritized in your active prospecting strategy for B2B customers.

When lead nurturing has been carried out consistently and with high added value for target contacts, it becomes inevitable that your brand will be considered a purchase option. However, it will only be possible to nurture the right leads to become sales potential if the previous steps are effective.