Today’s B2B buyer is self-educating and self-selecting. She is part of a team of decision makers—a group of employees at a company who decide whether or not to make a purchase. She is no longer just an individual buyer (a single lead), she is part of a company decision team (an account).
B2B marketers have spent the majority of their careers talking about leads—individual buyers. But that is beginning to change. It is absolutely important to market to the individual. However, it is just as, or in some cases even more important to market to the account. Because, as a B2B company, your sales team sells into a company, not an individual person. And as a result of this shift, marketers are beginning to speak in the same terms as their sales team—in accounts.
Sales and marketing teams have been trying to come up with a way to cater to this new buyer—the buyer that is part of a group of decision makers at an account. The top-of-funnel, mass-communication approach—blasting messaging on every channel to see what sticks, is proving only marginal success for key accounts.
Marketers are realizing that just because a lead has engaged with your brand, doesn’t necessarily mean that lead is a good fit for your product or service. A lead with high engagement may belong to a company that is a bad fit for your business, may be a student, or even may be from a competitor. And this causes sales and marketing alignment issues.
Account-Based Marketing (ABM) is gaining traction as the viable compliment to traditional sales and marketing efforts. ABM allows sales and marketing teams to be more personalized and targeted for the accounts that matter most to their business.
In this ebook we will take you through:
• The foundation of Account-Based Marketing
• Why ABM has become so popular
• How to select your target accounts
• How predictive marketing helps you build a data-backed ABM strategy
• How to implement an ABM strategy