The concept of account-based marketing (ABM) has gained traction in recent years, with companies finding great reward with hyper-personalized targeting efforts. This process, however, is a resource-intense activity, leaving many companies questioning if they should stick to casting a wide net hoping for success, or if it’s also worth chasing a smaller group of accounts with a greater commitment.

In this #ContentChat, Sierra Summers (@SierraSummers), demand generation and marketing operations consultant with Main Shark, joined us to discuss what makes ABM so valuable, when an account-based approach makes sense, how you can prove the ROI of your ABM efforts, and where content fits into the picture (hint: practically everywhere).

Q1: What is account-based marketing (ABM)? How does it compare to inbound marketing?

ABM takes your traditional marketing tactics and laser focuses them toward a very specific target audience or individual account.

A1a: Funny you ask – when I first started in marketing we called it “strategic” marketing. At the core it is taking applying your marketing programs/campaigns/tactics at a group of accounts/prospects. #contentchat

— sierrasummers (@SierraSummers) July 8, 2019

A1b – It is highly targeted and specific to the individual accounts. @Engagio defines it as “go-to-market strategy that coordinates personalized marketing and sales efforts to land and expand target accounts” #contentchat

— sierrasummers (@SierraSummers) July 8, 2019

A1c – the biggest difference is you aren’t boiling the ocean. It is not “if you build it they will come.” It is designing your messaging/programs/campaigns around a smaller subset of prospects. You are leveraging all angles to break into the account #contentchat

— sierrasummers (@SierraSummers) July 8, 2019

Any of your existing strategies and/or marketing collateral can be used in an ABM approach, but there will almost definitely be some personalization and fine-tuning to appeal to your target audience’s needs and preferences.

A1: Account-based marketing is targeting your marketing efforts to a select group of ideal clients, with tailored content reflecting their needs. Inbound marketing revolves around creating great content that speaks to your target audience overall. #contentchat

— Erika Heald | Marketing Consultant (@SFerika) July 8, 2019

Account Based Marketing is the process where sales and marketing team up to go after key accounts.

Instead of creating content for personas or roles you create or modify content for specific people at the target account.
#ContentChat #ABM #Marketing

— Tod Cordill (@todcordill) July 8, 2019

A1: For me, any marketing technique where you go after a specific prospect (account) is ABM. The perfect ABM will combine inbound and outbound marketing techniques. #ContentChat

— ⓂⒶⓁⓉⒺ ⓁⒶⓃⒹⓌⒺⒽⓇ (@MalteLandwehr) July 8, 2019

A1.

ABM – Highly targeted way to market your specific audience.

Mostly I will do this with Facebook pixel by adding user identity. I.e (profile link)

ABM is a part of Inbound I believe. #ContentChat

— ⚡ Vraj Shah (@vrajshahspeaks) July 8, 2019

A1: ABM is targeting a very specific people or account with relevant messages or content. #ContentChat

— Bernie Fussenegger #Digital360Chat (@B2the7) July 8, 2019

Many marketers like Derek have used ABM principles without realizing it. Are you in that group?

All this time I was ABMing and I didn’t even know it (in my past life) #ContentChat

— Derek Pillie (@derekpillie) July 8, 2019

[Read more…] about July 8, 2019 Content Chat Recap: Why Account-Based Marketing (ABM) + Content Should Be BFFs