Account Based Marketing - Any experiences?

[Matt Tomkin]

Hey guys,

Potentially looking to go all in with Account Based Marketing. We're a digital agency specialising in B2B digital marketing/growth and wanted to see if anyone had any experiences, suggestions etc. on how effective this could be for us?

 

[Andy Harris]

ABM can be very successful but it very much depends on how sure you are that the potential clients are every going to buy. We, for example, spent a huge amount of effort on one particular potential who we thought would white label our product. It turned out that they were too 'head in the sand' to ever buy into it. A costly mistake for us.

Many of those that white label our product (typically: digital agencies/web developers) don't have the resources to allocate to ABM and instead take a scatter-gun approach that gets leads into their funnel and THEN apply more of an ABM mindset to those that have become warmer. DM me if you'd like me to expand on this further Matt.

 

[saythisinstead.co.uk]

I had to Google 'ABM'....didn't even know it was a thing.

Do you do this before or after you've qualified the target as to whether your solution is something of interest to them?

Seems a bit daft just to market to them and assume they'd be receptive to an offer........without checking that first.

Or a meringue?

 

[Chris Ashdown]

Gobblygook

Another fancy marketing jargon for

Identify your target market
Identify how your product or service will improve the target company
Gat a sale and hopefully many more

 

[saythisinstead.co.uk]

Identify your target market?

Identify how your product or service will improve the target company?

So what is the bit that goes in here?

Gat a sale and hopefully many more?

 

[Chris Ashdown]

OOPS sorry forgot please add "Talk to potential customer"

 

[saythisinstead.co.uk]

OOPS sorry forgot please add "Talk to potential customer"

Ah......NOW it makes sense ;0)

 

[Nick Garnett]

I think it's for more enterprise type businesses, like trying to sell planes to airlines or government contracts. I'm pretty sure it's not a good idea for SME size businesses.

 

[loyalblue]

From my experience with a client that recently took this approach, yes - it worked. Having said that, their strategy was quite broad prior.

ABM focused their marketing efforts a lot and we converted about 25% of the target accounts into meetings. That was a big increase from before, but that might not be a big number for your organisation.

But as others have said, it's just an extension of the 'holy trinity' of marketing: segmentation, targeting, positioning - then comms.

 

[ethical PR]

From my experience with a client that recently took this approach, yes - it worked. Having said that, their strategy was quite broad prior.

ABM focused their marketing efforts a lot and we converted about 25% of the target accounts into meetings. That was a big increase from before, but that might not be a big number for your organisation.

But as others have said, it's just an extension of the 'holy trinity' of marketing: segmentation, targeting, positioning - then comms.

How many accounts were they targeting? How did you go about 'converting' 25% of these accounts? How many of the meetings turned into new business?