How To Scale Account Based Marketing for Higher B2B Sales

B2B marketers use many strategies for generating effective demand gen results. However, in this tough and competitive b2b market, marketers must adopt more focused and dedicated activities that are required to generate more demand and conversions. Since b2b is a complex market a focused and narrowed down marketing approach can work wonders. ABM, therefore, can be a great way to accelerate lead generation and generate demand.

Account based marketing is a dedicated b2b marketing activity that allows marketers to focus exclusively on high value accounts that can yield results with more guarantee than any other method. The whole purpose of ABM is to target high value businesses and nurture them to build solid relationships and convert leads quickly. ABM can have a direct impact on sales and ROI.

Understanding ABM

ABM is not only about sales success, it is also about building solid customer relationships through an excellent customer experience. ABM is all about focusing time money and efforts for different stages of the buyer’s journey. Its journey entails acquisition, lead generation, after sales and more. Establishing long term relationships creates more possibilities for higher conversions and sales.

One of the important steps that b2b marketers adopt in order to identify high value accounts is to build valuable data and discover the potential accounts based on that data. Data plays an eminent role in ABM.

So how does one scale ABM to enhance b2b sales?  Let us discover some techniques through this blog.

Scaling ABM

Scaling ABM is an important step in b2b sales success. Since ABM can have a huge impact on sales and ROI; scaling ABM can only bring good results in terms of creating a loyal customer base, strong relationships and more conversions. Personalizing messages and communication, nurturing good leads of these accounts with specific content assets can help scale ABM.

Consider customer challenges

Firstly, the sales and marketing teams need to collaborate and agree upon the highest potential accounts for ABM. Once that is achieved, the target accounts can be categorized as per the challenges they are facing in their respective businesses. This segregation can help narrow down the focus with specific solutions that aim to solve their pain-points.  

As per the pain-point area, marketers can create relevant content assets that provide knowledge, insights and other valuable data that not only help them but also help the prospect see the marketers as an appropriate solution-provider who understands their challenges.

Create relevant content assets

Content assets and other activities such as content syndication play a pivotal role in ABM success. Identify accounts and segregate them as per their position in the sales pipeline. This will help you to create the content assets for each stage for every account in the sales pipeline. After this identification, you can create white papers, e-books, infographics and other content assets to nurture them.

For better nurturing results, you can create email marketing campaigns with relevant content assets to offer to the leads of high value accounts.

Conclusion-

ABM is slowly gaining momentum and its popularity only seems to be rising. ABM can be a very powerful tool since it adopts a much focused approach to high value accounts. If you want to succeed at ABM, you must have strong data, relevant content assets and an agile strategy.