Why is marketing automation important in the holiday season?
Nowadays, we hear a lot of marketing terms such as customer-centric methodologies, lead qualification, inbound marketing, account-based marketing,...
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In this blog, we will talk about one of the strategies that has been around for a long time, but which has recently been given greater importance, ABM or Account-Based Marketing, a methodology that works very well for companies with B2B business.
What is ABM?
It is a strategic approach to business marketing in which a company focuses its marketing efforts on identifying specific opportunities and on the individuals within a company who are involved in the decision-making processes.
Here, instead of throwing marketing, advertising, and sales at a broad network of the audience, an Account-Based Marketing strategy focuses on a small group of prospects, and marketing efforts and assets are tailored to the individual's need, to attract and guide them to generate a purchase.
For example, if your company specializes in the manufacture of medical supplies, you will probably be interested in having large, well-known hospitals in your region as clients. If you decide to expand your sales internationally, you should already have your sights set on whom you want as a customer in that country, and there will also be another, perhaps smaller, group that could apply as your customer, and the visibility of the large accounts will certainly help you attract that second segment.
From that moment of identifying key accounts, all Marketing and Sales efforts should be directed to create an expert positioning with valuable content and different techniques and tools to reach those customers, and ABM is the best alternative.
Keys or steps to adopt ABM strategy
The JTBD (Job to be Done) approach is interesting for this management. Each of these people has a different job to do and the role of the sales rep is to think about how he can help them to do it better, to analyze what kind of content is interesting to them to capture their attention, with personalized measures such as an evaluation about your company, a personalized web page, personalized content, among others.
Managing contacts in the CRM can help you create custom properties, account labels, and roles for each of them to target efforts to the appropriate buyer persona.
Platforms like HubSpot, have these tools to help you implement different marketing strategies, with different types of licenses, depending on the need you have. Remember that it is important to have the right platforms to execute the strategies that are being proposed to achieve the objectives of the organization.
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