October 23, 2018
At our October 18 Morning Brew, BMA Colorado was pleased to host Rob Bean and Nick Bettis from our Gold Partner, Refactored. The duo gave an overview of what Account Based Marketing (ABM) is and shared a case study from Infinity QS, a client that is using ABM to grow revenue and more closely align sales and marketing.
What is Account Based Marketing?
According to TechTarget, Account Based Marketing (ABM) is a B2B marketing strategy that focuses sales and marketing resources on targeted accounts within a specific market. It can help to more closely align sales and marketing to generate the right types of leads for the sales team.
How is Account Based Marketing different from traditional marketing?
Traditional marketing is a broad-based approach to marketing. ABM on the other hand:
ABM is rooted in a good, well-defined strategy plus good content to support it. Since ABM involves quite a bit of automation, it allows sales reps to focus on the key strategic accounts that have the most buying potential and highest ROI.
What are the different types of Account Based Marketing?
Bean and Bettis defined three levels of ABM:
What are some tips if a company is considering implementing Account Based Marketing?
The nice thing about ABM is that a company does not have to engage in all three levels. A company might start with programmatic ABM and test it out before moving to ABM Lite or Strategic ABM. In determining whether to begin an ABM program, Bettis and Bean offered four questions to consider:
If ABM is an option for a company, some factors to keep in mind include:
You can find more information on Refactored’s approach to ABM here.