Beginners guide to account based marketing
Account based marketing is very much important. Marketing is all about advertising to the right people at the right time and generating revenue thereafter. All this requires you to understand your audience, thus developing targeted audience.
Imagine the ideal world where you already know your targeted audience, the best fit accounts, no wasting of time on unqualified leads. Understanding the target audience is very important. No more convincing the not interested people. Well, go back to the first word in this paragraph, yes, imagination.
Well, today I’m here to get you out of the imagination zone and turn it into reality. Yes, you read it right! All this is possible with account-based marketing.
Account-based marketing… what’s that?
Account-based marketing is a way to find the best fit accounts and then to market for them. In this process, the sales and the marketing team work together to find the ideal and high-value accounts which will bring in business. This is an effective way since we don’t have to waste our time convincing people to buy our products or services. Instead, we interact with only the interested people and convert them into customers.
ABM or Account based marketing is not a new marketing strategy, but yes it has resurfaced in the last couple of years. For example, app marketing strategies are very different. It is a B2B marketing strategy that lets you connect with different companies. Implementing ABM is will help you with ROI, generate more leads, and make more conversions as well.
In this world of competition, everyone is seeking potential customers’ attention. ABM can help you get your potential customer’s attention and generate more business. Customer relation Management is also very important.
How to use ABM? Which tools are used for ABM?
Since AMB provides a lot of benefits, so thus for helping you out I have categorized the tools under these two categories:
Tools for lead generation and list building
Tools for executing ABM strategies
Tools for lead generation and list building:
This category is the most important part of Account-based marketing since these tools help with generating leads and making a list of the ideal customers.
Leadfeeder displays those companies which visit your website. It uses its Leadfeeder tracker scrip to generate data. You can easily find the contact information of the companies which visit and have the potential to become customers and you can simply ignore those which you are not interested in.
It costs about $55/month with a free trial period of 14 days.
Vainu is another tool that helps you with account-based marketing. It provides highly dynamic information about your prospects. You can simply identify and categorize your best fit accounts and thus take leads from them. It has hundreds of filters to choose from and thus lets you target only relevant clients or companies.
It costs about 6,600€ per year for five users.
Insideview is another tool that marketers use and appreciate. It gives insight and even searches for prospects. It even gives you access to the public activity of the prospects, thus helping marketers to understand their audience and plan accordingly.
Pricing information is not available; it can be available on request.
Tools for executing ABM strategies:
This is the second stage, where you actually reach out to the list of companies that you chose with the help of the tools mentioned above. You reach your prospects and thus draw them into purchasing or making deals.
HubSpot is one of the best content marketing tools. It has a lot of free tools which marketers use, but the actual game starts with the “smart content”. Smart content is basically a feature of HubSpot useful for ABM. The smart content lets you deliver personalized content depending on the prospect and it’s even complemented with a couple of other HubSpot tools.
It costs about $800 per month (which I feel is quite expensive, but go for it if it suits your requirements).
Sendbloom collaborates with Gmail and Salesforce to create one-to-one campaigns. Marketers can add their own data into the tools and to see insights from other tools while using Sendbloom. It also follows up, replies clicks, and notifies you.
Its cost is not revealed but you can contact and ask them.
Layer is another tool that is extremely and uses it, even uses AI. It’s a conversational marketing tool and it automatically focuses on qualifying leads, engaging prospects, and even booking meetings by chatting through Chatbots.
The tool syncs with your prospect list and notifies you in real-time.
Its cost is also not available but if requested it will be.
These were the tools that you can use for ABM. There are many more tools that you can use, such as Adobe Campaign, Personyze, Everstring.
You’ll have to use two tools in order to get results for ABM. But in case you don’t wish to spend a lot of funds or just want one tool for all the ABM requirements, then check out these tools:
In the end,
Account based marketing is a really helpful strategy for B2B companies. Using these tools will definitely hype up your sales and lead conversions.
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