Leads, you love to have them, but hate finding them. You’re not alone. This is a common problem many business owners face.
The goal of any business is to turn leads into paying customers.
But it isn’t always that easy
Finding those B2B leads takes resources and time. That’s where inbound marketing and account based marketing step in.
Inbound Marketing Explained
Inbound marketing is a common form of lead generation for many businesses. The basic idea of it revolves around attracting people to your website or business, drawing them in with automated follow-ups, and analyzing the results to find target customers or companies.
Sounds great, right? Wrong.
While inbound marketing is useful, it can result in lead crush. Because inbound marketing lacks meaningful filters, it sometimes will provide you with leads that provide no value to your business. If time is money, the last thing you want to be doing is wasting time pursuing dead ends.
There’s a new solution
It’s called account based marketing and it takes the best parts of inbound marketing and improves them.
Account Based Marketing Explained
The thing that makes account based marketing ideal for companies is that it reverses the inbound marketing process. Rather than attracting any and all traffic to your website, this type of lead generation identifies target companies, engages with them through personalized campaigns and follow-up, and builds meaningful relationships with those clients.
Clients Prefer Personalization
Some of the best copywriters will tell you how personalized messages tend to sell the best.
Think about it like this
Would you rather a spam email from a company that treats you like just another customer, or a warm email that is written in a personal tone by the company’s CEO? That same email written by the CEO will be sent to thousands of customers, but it comes across as more personal and the average consumer will be more likely to respond well and interact to it.
Account Based Marketing focuses on those meaningful relationships
The goal of ABM is to identify companies that are worth pursuing and engaging them in a meaningful way that is likely to lead to a sale or a strengthened relationship. Marketing is one of the most important tools a company can use to generate leads and additional sales.
But so many companies make this one mistake
They throw their budgets away at untargeted campaigns. Here at Albacross, we want to help you put an end to that. Let’s put your budget to use where it will have the best results. ABM marketing is a powerful tool when used properly and it can help you land the types of clients your business wants to have.
Here’s why we think ABM is great
It’s no secret that we are big fans of the ABM strategy. We’ve used it to help many businesses grow over the years. The results of ABM speak for themselves.
- High ROI – A 2014 ITSMA Account Based Marketing Survey revealed that ABM marketing delivered the highest B2B marketing ROI.
- Personalized Approach – The personalized approach of ABM makes it highly effective at targeting and engaging potential clients. Personalization is a powerful marketing tool that often resonates with target customers.
- Scalability – ABM scales with the needs of your campaign. As you identify strategic companies, you can increase your budget and effectively target the right individuals.
- Easily Track Results – By selectively targeting strategic individuals, it is easier to track the results and determine if a campaign is working or not
- Budget Friendly – Budgets are important. ABM marketing gets you the most bang for your buck because you are able to spend fewer resources targeting key individuals with personalized content.
Powerful content is one of the main driving forces of modern marketing. But so many content marketers make the mistake of trying to create open-faced content that will generate as many leads as possible.
This is where ABM is different
ABM isn’t trying to draw in inefficient leads. Instead, ABM content is designed to engage a specific user or type of business.
There is no need to waste your time drawing in leads that have no interest in your products or services. Sadly, that is what you get with traditional inbound marketing strategies.
So, how do I make ABM work for me?
Great question. ABM works differently for every business, but there are several things you can do to make sure you get started right.
1. Target the Right Businesses
Look, if you are running a SAAS business that markets highly specialized software, don’t waste your time targeting businesses that have no need for it. You have to know your target customer and what they need.
Keep this in mind too
Some businesses may fit the profile of your target audience, but if they lack the budget to purchase your products or services, they likely aren’t a good fit.
2. Identify Key Players
Once you know what businesses to target, the next step is to find out the key internal players. Who do you think is going to make a big purchasing decision? The head of marketing or a specific department, or the receptionist? We hope the answer is obvious (hint: not the receptionist). After narrowing down your key players, it’s time to develop personalized marketing plans that address how to capture their attention and draw them in.
3. Produce Quality Content
This goes without saying, but you wouldn’t believe how many businesses skimp on this step. If you are going to create quality content that is going after very specific individuals, make sure it is good and something that you would want to read. Don’t be bland, hire a solid copywriter, and maintain brand consistency in the way your present yourself. Your content has to be engaging if you hope to draw them in and create a useful lead.
4. Market Your Content
We have a lot of tools at our disposal in the age of digital marketing. Don’t waste your time promoting your personalized copy on channels where your key players don’t exist. Do your research, find out where those key players are, and market your content to them through those channels.
One more thing
You have to align your marketing and sales efforts. If your campaigns don’t run like a well-oiled machine, they will fail and you will waste time and money. We don’t want you to do that.
5. Study the Results
Always take the time to look over the results of any campaign. Study your winners and losers and learn from them. We live in the golden age of data, put that information to use to generate meaningful leads that will help your business grow.
ABM is a powerful tool. It isn’t something you master overnight. We want to help you do better. If you have any questions at all, we want to hear them. Lead generation is a tricky thing, but with the right tools in place and a solid ABM strategy, you’re going to get through this.