Account Based Marketing (ABM): How to Be More Effective With Your Marketing

Account Based Marketing (ABM) is a marketing strategy focused on specific accounts, in which companies focus on individual customers that have the greatest potential to generate value for their business.

This strategy has become increasingly popular, as it allows companies to focus their marketing and sales teams on specific accounts they want to acquire, instead of creating generic marketing content for a broad and unknown audience.

In this article, I will explain in detail what ABM is, how it can be implemented in a B2B company in Colombia and what benefits it can bring to your sales and marketing teams.

What is account based marketing?

The account based marketing (ABM) is a marketing strategy focused on specific accounts, in which companies focus on individual customers that have the greatest potential to generate value for their business. This strategy has become increasingly popular, as it allows companies to focus on likely customers that have the greatest potential to generate revenue.

Instead of focusing on a general target audience, ABM focuses on the individual customer. This means that instead of trying to attract all possible buyers of a product or service, the company focuses on those who have the greatest potential to become high-value customers.

This allows companies to obtain better performance from their marketing efforts, as they can save time, effort and resources to achieve those key accounts they want to land for their businesses.

Let’s say your company is a company that provides cybersecurity services. A typical digital marketing strategy would look like this:

• Create a website oriented to convert visitors into contacts (leads).

• Google Ads campaigns in the search engine buying keywords like “cybersecurity company,” “cybersecurity companies,” among others.

• Social media campaign showing ads about your company and services.

• Possibly some lead-focused strategy (like inbound marketing) to get contacts in exchange for a course, an ebook or other valuable resource.

The Account Based Marketing vision is different. We will describe the steps below.

How can ABM be implemented in a B2B company in Colombia?

Implementing ABM in a B2B company in Colombia requires a detailed and well-structured action plan. The first step is to identify customers with the greatest potential to generate revenue. For this it is necessary to know the economic capacity of the customers you want to attract and for this I recommend using tools like the Integrated System of Corporate Information in Colombia, which is freely accessible to all.

Example of using the Integrated System of Corporate Information in Colombia database – BTODigital – Carlos Betancur Gálvez – Digital Marketing Consultant

When the companies you want to sell to are identified, the next step is to use tools like LinkedIn or the RUES database, which allow anyone to identify contacts within the selected companies. There are Google Chrome extensions like Apollo that facilitate obtaining people’s data, legally and from various sources.

Apollo Google Chrome Extension – Carlos Betancur Gálvez – Digital Marketing Consultant – BTODigital

Once potential customers are identified, the company must develop a personalized marketing strategy for each account. This strategy must be attractive enough to capture the attention of potential customers and robust enough to allow these customers to become profitable customers.

This marketing strategy must include the use of personalized content and segmented ads (and remarketing). For example, returning to the cybersecurity company case, suppose this company wants Servicios Nutresa as a client. Once the contacts within the company are identified, you could do email marketing with content like this:

• Webinar: Main cybersecurity challenges for service companies in the food sector.

• Ebook: 7 recognized social engineering attacks carried out on service companies in the food sector.

Those of us who know Servicios Nutresa company, know that this content can be of total interest to people involved in management, IT management, among others.

In addition to developing the personalized marketing strategy, the company must have a tracking strategy to measure the performance of the strategy. For this reason it is advisable to have a marketing-oriented CRM. In the following article you can find different options to use, although I recommend Clientify because it is good, beautiful and affordable: CRMs to implement an ABM strategy.

A digital marketing consultant with experience in Account Based Marketing can help you succeed in the strategy and its implementation. If you are interested, you can contact me.

Conclusion

Account Based Marketing (ABM) is a marketing strategy focused on specific accounts, which allows companies to focus on potential customers that have the greatest potential to generate revenue.

This strategy can be implemented in a B2B company in Colombia through the use of data analysis tools, the creation of personalized content, segmented ads and personalized marketing experiences.

ABM allows companies to save time, effort and resources by focusing on those customers that have the greatest potential to become profitable customers, and it also allows companies to measure the performance of the strategy and make informed decisions on how to improve the strategy to get the best results.