ABM, or Account-based marketing strategy, is a marketing approach that focuses on winning certain accounts (companies). This strategy is also known as laser-focused marketing. ABM is a low-hanging fruit for companies that want to focus on winning high-value customers rather than providing service to every tier.
Eiredigital helps you find the best strategy for your ABM campaign. Whatever the strategy, you can rest easy knowing that we’ll run and optimize your ABM campaign.
Asset and Inventories
A successful ABM campaign requires creating personalized content for each category. We at EireDigital are here to help you develop your campaign messaging, email strategy, visual designs, video, landing page, web personalization, and ad copies.
Using a multi-channel approach is vital to get the most out of your ABM campaign. A combination of both online and offline marketing channels will increase your campaign's ROI. We highly recommend that our clients use a multi-channel approach ranging from LinkedIn ads, Google Ads (Search, Display, Video), Bing Ads, Twitter Ads (Let’s call it X from now on!), Meta (Facebook and Instagram), Email marketing, Landing Page, Webinars and Events!
Setup and Integrations
Integration is our specialty! Running a multi-channel ABM campaign will work only by placing a sophisticated and solid integration between those channels. Like ever, you can count on us that your marketing channels will work together synchronized to bring the best results for your campaign.
We provide detailed reporting on ABM campaigns for Sales, Marketing, and Senior executive teams so you can continuously health-check your campaign’s performance. Our reporting system will focus on ABM key performance indicators instead of traditional marketing KPIs. We help B2B companies focus on what matters for their campaign's performance!
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Dedicated ABM Team
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By focusing on Account-Based Marketing ABM strategy, our Sales and Marketing team work together to target the most fitted accounts and convert them to customers.
Senior executives need to change their mindset about ABM. They no longer should look at the number of leads each channel generates as a key performance indicator (like in inbound or traditional outbound campaigns). But, in this strategy, revenue generated in the pipeline is more important than the number of Leads, MQLs or SQLs.
Challenging at first running an ABM campaign will require a massive understanding of the market as well as providing a competitive value proposition compared to competitors. Eiredigital is up to the task.
ABM strategy is not suited for every company! Account Based Marketing will be an ideal option for companies with a long and complex sales cycle (mostly SaaS B2B companies).
In general, there are three main types of ABM (Account Based Marketing):
Nothing is more personalized and targeted than strategic ABM. This approach involves tailoring every aspect of your campaign – from the content to the messaging – to each individual high-value account. By doing so, you can create a truly bespoke experience that speaks directly to each prospect’s needs and pain points. Whether you’re looking to close deals more quickly or increase customer lifetime value, strategic ABM is the way to go.
However, requiring a huge amount of time and effort, this approach is not always the ideal strategy when a company needs to act quickly and bring several new customers on board.
ABM Lite is another ABM approach that is not as personalized as ABM 1:1. Yet, it requires some level of personalization, ICP, messaging, and research. In this strategy, a higher number of accounts compared to the Strategic ABM will be targeted. For instance, usually 10 to 15 large-scale companies are targeted for this campaign and the goal is to put as much effort as needed to get some high-value customers that can purchase your gold service or package!
And Finally, Programmatic ABM or large-scale ABM campaign strategy. As apparent from the name, in this strategy a large range of companies with several decision-makers, personas, and ICPs need to be targeted.
Compared to the other two, messaging on this strategy is more generic. The sole focus of this campaign strategy is tailoring messaging that shows your company has a product or service that can solve the wider spread problem for other organizations, and that different departments within their organization can benefit from your products and services.
This strategy requires integration between tools such as paid media, CRM, CMS, and Database, and lots of setup and implementation behind it. All said, when it comes to getting a return on investment, this method often brings the best result.
It helps Sales and Marketing to work together on the same goal in alignment!
Improves ROI (Return on Investment)
Makes the sales cycle shorter
- Revenue in pipeline
- Marketing-qualified leads/marketing-qualified accounts
- Cost per lead
- Time on page (for engagement of digital assets)
- Email open rate/reply rate
- Number of additional contacts per account
- Engagement (rate) by account
- Pipeline velocity
- Marketing influence rate
- In-funnel conversion rate
- Number of sales meetings/appointments per account
- Number of proposals sent
- Close rate /churn rate
- Average selling price/average selling point
Since ABM involves a targeted and personalized approach, it is highly effective in the B2B context, focusing marketing efforts on specific high-value accounts. This alignment between marketing and sales allows for both efficient resource and budget allocation, ultimately leading to a higher return on investment.
ABM’s strategies revolve around the customer which contribute to better account retention, fostering stronger relationships and therefore more tangible results.
Overall, ABM enables businesses to optimize their marketing efforts, achieve better ROI, and nurture valuable client relationships for sustained growth and success.
European Union General Data Protection Regulation (GDPR)—is a strictly imposing regulation which selects what kind of customer personal information you can collect, process, and use. So, it has a significant impact on Account-based marketing.
ABM communicates through its personalized content with the target individuals while NOT using their private data; however, being a B2B marketer you need to make sure you are in compliance with GDPR. One instance is as of now B2B marketers should rely on cookie-less strategies.
Account-based marketing (ABM) can address several common challenges in B2B marketing:
- ABM helps to enhance targeting and personalization by focusing efforts on high-value accounts and reaching decision-makers effectively.
- Through ABM sales and marketing departments start to align and work in constant communication.
- Since ABM concentrates on accounts with the highest potential for revenue, it optimizes marketing budgets.
- ABM chooses specific accounts and delivers tailored content and experience hence mitigating issues related to low conversion rates and ineffective lead nurturing.
In ABM we might face these challenges:
The number one challenge Account-based marketing faces is aligning sales and marketing teams which lead to higher sales rates and help generate more revenue.
Next, since there are too many ABM tech tools and strategies, choosing the right one for a brand is quite a pickle. But if done correctly it can bring the brand to its full potential.
Third, ABM targets specific groups of people for each brand. Identifying these high-profile targets and reaching the decision-makers is a challenge.
Fourth, determining the perfect budget for ABM and the ROI is another question. We help you create a realistic and achievable budget.
Fifth, measuring the success of your ABM approach isn’t done with any single method. Although it is difficult it can be done through measuring pipelines, revenue, etc.
Lastly, creating the right personalized content for your target audience is a struggle. It should be account-focused material that addresses the needs of each individual account.
Several key resources are crucial for effective account-based marketing (ABM).
First and foremost, to run precise targeting and personalized engagement we need a comprehensive and accurate database of target accounts and decision-makers with the help of a robust Customer Relationship Management (CRM) system, coupled with marketing automation tools, which enables efficient tracking, management, and automation of ABM campaigns.
High-quality content, tailored for specific accounts and different stages of the buyer’s journey, is fundamental for engagement and nurturing.
Furthermore, to ensure a successful ABM approach a dedicated and coordinated sales and marketing team, along with a well-defined strategy and clear goals, become indispensable resources.
Finally, to keep our clients in the know-about at all times, analytics and measurement tools are vital for assessing campaign performance, optimizing strategies, and demonstrating the ROI of ABM efforts.