Account based marketing: What is it and how is it done?

Account based marketing, abbreviated as ABM, is a term that's frequently brought up in professional texts and the terminology of sales and marketing specialists. ABM effectively connects advertising with business, and it can help you build a unified strategy that covers everything from your initial encounter with the client all the way to customer service. Here's  a manual on how to create an ABM-style strategy in several steps.

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An ABM strategy focuses on acquiring pre-identified key accounts using modern digital technologies, sales strategies and teamwork across the company's functions (sales, marketing, IT, manufacturing).

Step 1: Determining goals

According to the CustomerThink website, you have to set goals first and then construct the path to these goals step by step. Define what you want to achieve, what sales volumes you want or where you want to expand, and only then proceed to the other steps.

Step 2: Allocate duties

In order to work efficiently, you have to allocate tasks amongst your team members, so there's no confusion later about who does what and people can get to work. Divide up all activities the team will encounter in the future.

Step 3: Defining the ideal client

Define the ideal customer. What does he look like, what does he do, where does he live, and why would he want your product? Focus your campaign based on this definition.

Step 4: Engaging content

Come up with a form of a marketing-sales content that'll be engaging your ideal client. Create a unified campaign that will be up-to-date and based on an original idea.

Step 5: Good communication channels

Define what communication channels will be the most efficient for your work and invest the most energy in those that will be the most useful.

Step 6: Sales cycle

Come up with an idea of your sales cycle. Determine how you'll make the decision process and purchase as easy as possible for the client, and create a system that will be convenient for you as well as for customers.

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Article source CustomerThink - US website focused on customer care
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