When you focus your marketing efforts on an account rather than the whole business you gain a better understanding of the prospect as a whole. As B2B marketing has been shifting more towards B2C tactics such as tailoring marketing efforts specifically to a client, it is clear that if you are not using ABM to market to your channels you are wasting your time and resources.
The first phase of any ABM campaign is to do the planning, this is a key phase because you need to fully understand the clients target demographic and the value proposition that they are providing to vendors. The next and most important step is doing in-depth research and development to understand what the needs of your client actually are. Once you understand these things you can create a personalized campaign that will appeal most to your accounts. This is one of the most important steps of the process because once you have completed the research and fully understand your channel’s needs you can clearly diminish doubts by overcoming objections right off the bat.
The next step in the ABM process is the content creation and getting that content in front of the right people. Creating the content should be the easy part after identifying the clients’ needs and value proposition. The hard part is getting the content in front of the right people, and that is where data comes into play. There are many data companies available to companies nowadays and one of them is 180byTwo, they are one of the front-runners with the first Mobile ABM Audience solutions. Through intense research, computer science and hard work 180byTwo has developed over 60,000 data points creating audiences that get you in front of the right decision maker every time.
Think about how getting in front of the right decision maker would save not only time but company resources. In most companies, most decisions are made below the C-level executives and typically involves many people. “An estimated 6.8 stakeholders now have to formally sign off on each purchase up from 5.4 in 2014” CEB in HBR. Not only does it take more than one person to come to a conclusion, but an ABM campaign itself is a lengthy process. Marketers going into the process need to understand that there is more of a lengthy sales process when using ABM but the pros always outweigh the cons.
Seeing the success at the end of the tunnel is always what marketers hope for when using a campaign. Typically using ABM marketing helps the sales teams close double the amount of clients. When you have the audience data sets that help you get in front of the right executives at the right firms every time it is senseless to think that a marketing team targeting B2B would use any other way to market. By using 180byTwo’s immense Mobile ABM audience sets you are certain to close more deals than you have before, especially if you implement all the above steps.
