Buyer personas are the backbone of successful sales and marketing techniques, and they should regularly be revisited and updated based on the latest data available. As we prepare for 2020, now is the perfect time to review your personas and ensure they are giving your team the information they need to succeed, especially when targeting high-value accounts.
In this #ContentChat, we discuss why buyer personas are necessary for account-based marketing (ABM), what should be in your personas, and how to get the data you may be missing. Dive into the conversation below, and if you need more background on ABM and how your company can implement ABM tactics, check out our recap on Why Account-Based Marketing + Content Marketing Should Be BFFs.
Q1: What is account-based marketing (ABM)? How does it differ from content-marketing focused inbound marketing?
ABM involves identifying target customer accounts and tailoring your outreach based on data you have about that account’s needs and preferences. Content-marketing focused inbound marketing is less personalized and is created to draw interest from a less specific group of potential buyers.
A1: With #ContentMarketing you are creating content that you hope will draw the right people to your website and online properties. ABM flips things around so you start with your ideal customer list, and proactively communicate in a more personalized 1:many way. #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) October 21, 2019
A1: ABM is finding and identifying your ideal customer first and then communicating to that group/person based on their needs or data you have on them. #ContentChat
— Bernie Fussenegger #Digital360Chat (@B2the7) October 21, 2019
A1. ABM: Product centered, or rather user centered but concentrated on what an identifiable group of users want from the product or service. Inbound marketing is much broader #ContentChat https://t.co/ycqwsMNZfH
— Jen Brass Jenkins (@chrliechaz) October 21, 2019
A1: While content marketing is to create content followed by accumulation of like-minded prospects who adore the content; Account-based marketing (ABM) is to identify that high net worth target and create content tailor-made to suit the specific target. #ContentChat https://t.co/aW7aT0qSp0
— SG 🇮🇳 (@Ganesh_Sabari) October 21, 2019
Large enterprises and SMBs alike can take an ABM approach, the execution will just vary based on resources.
A1: A big difference for me is that ABM is tracking and identifying the incoming lead before they arrive at the asset, delivering a custom experience based on some stock info. I think this works well for enterprise targeting, but may not fit as well for B2C or SMBs #ContentChat
— Leah Ryder (@leahryder) October 21, 2019
I think with SMBs we think ot it more as strategic account marketing but it’s pretty much the same thing. @SuperDeluxeMo any thoughts on that? #ContentChat
— Erika Heald | Content Marketing Consultant (@SFerika) October 21, 2019
Hmm, in my experience, ABM marketing for SMBs is about identifying (using geotargeting, ad tech, prospecting etc) and then curating that experiencing. Predictive stuff is cost prohibitive for small biz as of now. Helpful? #contentchat
— Maureen Jann (@SuperDeluxeMo) October 21, 2019