What is ABM really?
Account Based Marketing (ABM) is something that more or less every marketing professional has heard about. However, there are many takes (misconceptions) about ABM, and it can be challenging to understand what it means and how it works.
ABM is essentially a way of working where sales and marketing teams collaborate closely to target and engage with a select group of high-value accounts. It involves creating highly personalized and tailored messages and experiences that align with the specific needs and pain points of these accounts.
However, one of the most critical factors that often determines the success or failure of ABM initiatives is the level of sales involvement. Without sales input and insights, it is impossible to create messaging that truly creates attention at the target accounts and drives engagement.
To help companies understand what ABM is about and ensure they are following the right approach, we have provided a quick checklist that you can use to evaluate your ABM efforts.
This includes questions such as:
- Were sales involved in selecting the accounts?
- Did sales provide insights and input that informed marketing messaging?
- Did sales provide insights and input that informed marketing messaging?
By following these guidelines, you can ensure that your company is adopting a true ABM approach and not simply engaging in targeted marketing campaigns with no real sales involvement.
It is also worth saying that ABM is not a one-size-fits-all approach. You need to identify the right accounts to target and tailor your messages and experiences accordingly. This requires a deep understanding of the target accounts’ needs, challenges, and pain points, which can only be achieved through close collaboration between sales and marketing teams.
In conclusion, ABM is a powerful approach that can help companies accelerate pipeline growth and drive revenue. However, it requires a strategic and collaborative approach that involves close collaboration between sales and marketing teams.