According to TechTarget1, Account Based Marketing (ABM) is a business-to-business (B2B) strategy focusing on sales and marketing resources for personalized, targeted accounts within a specific market. Instead of broad-reaching marketing campaigns that touch the largest possible number of prospective customers, ABM focuses resources on the book of business on a defined set of named accounts. The goal is to identify employees at a specific company who are researching products and services and then personalize marketing messages to meet the needs of those buyers and influencers at that company.
Bridging the Gap
What ABM is NOT is specific 1:1 Target Account and Decision Maker vendor messaging that bring insights into how a Vendor can deliver business outcomes and value to these accounts. It requires a heightened understanding of an accounts business goals, financial gaps, and initiatives; and especially the alignment of a Vendor’s delivered value into these needs. This understanding supports ABM and the associated consultative selling at the highest order. Whether an account is new or existing, their desire to have measurable, business outcome-based results from the vendors they do business with is fundamental to every technical, business and financial buyer.
Why ABM needs to support this
The ability for ABM to contain this type of content messaging helps target companies engage with vendors they can trust. Vendors that help accounts evaluate and eventually buy based on upfront and predictable business value measurement are extremely valuable. It is core to reducing an account’s risk and setting expectations for the financial and operational benefits they desire and expect, especially when buying new technology or services. An ideal way to accomplish the above is by using Target Account specific SPEEDSHEETS.
What Drives the 250%
The SPEEDSHEET improves ABM (account based marketing) across a majority of its functions and is one of the most effective ways to enhance lead performance. It improves messages and deeply connects to prospects on a 1:1 company basis, driving improved results. We have found in many cases to be 2.5X times effective in driving lead. The following illustration, taken from Sirius Decisions2 helps demonstrate this.
1 TechTarget
2 Sirius Decisions
Revenue AcceleratorsTM is the ONLY provider empowering Vendor Sales & Marketing teams to easily and more rapidly acquire high-performing opportunities from accessing and engaging Decision Makers and C-Suite. By defining the Vendors solution’s financial value, aligning it into Target Account objectives and business initiatives and using 1:1 ABM value messaging in SPEEDSHEETS; we transform Product to Value selling overnight for faster and easier selling. www.revenueaccelerators.com