Note: This article is the first in a six-part series about getting started with Albacross. There are links to all of the articles at the bottom of the page.
So you’ve heard about account-based marketing and want to know if it can boost your business?
We’ve got you covered.
In this article we’re going to set out a simple definition of account-based marketing and help you figure out if it’s right for you.
At Albacross, we’ve worked with thousands of companies. So we can tell when it’s a fit pretty quickly.
Account-based marketing: a simple definition
At its core, account-based marketing is a strategy that focuses on identifying and converting a handful of high-value accounts.
The word “account” is just another term for “customer”. Accounts can be individuals or entire company departments. The key point is that every prospect represents enough value to warrant significant allocation of sales and marketing resources.
Rather than pitching the same message to large groups of people, account-based marketers pitch a unique message to one “account” or a small group of accounts.
The basic process looks like this: 1. Identify high-value accounts 2. Create and send highly personalised ads or outreach content 3. Build a long-term meaningful relationship
At its core, that’s all ABM is about. Figure out which companies (accounts) are likely to be interested in you, rank them, pitch them a great offer and convert them. Simple!
How is account-based marketing different from traditional marketing?
A traditional marketing funnel looks something like this: 1. Identify target group 2. Pitch them the same advertising 3. Convert at scale
By contrast, ABM is hyper-targeted and relies on a high degree of personalisation.
The “market” is an individual account, rather than a large group of people.
Why is ABM suddenly so popular?
Until recently, account-based marketing required a lot of manpower.
Entire marketing teams dedicated themselves to understanding their company’s market and pinpointing the best leads.
They would then spend lengthy periods of time researching individual companies before coming up with personalised pitches.
But technology has changed all of this. Automated tools make the whole process of identifying and reaching leads as simple as cooking a bowl of Swedish meatballs.
Let’s show you exactly how technology makes everything easier with an example from Albacross…
Where does Albacross come in?
Albacross provides two tools to streamline the ABM process:
Lead generation tool - Our lead generation tools identifies companies that are visiting your site. This automates the whole “identification” stage of ABM.
Account-based marketing ad platform - Once you’ve identified interested target accounts, you can use our ad platform to send them personalised, highly-targeted ads.
As you can see, gathering this same data manually would take weeks of research. Now, it’s as simple as clicking a few buttons.
Now you understand how account-based marketing works, it’s time to get some hands-on experience!
In the next article of this series, we’ll show you how to organize your lead data in Albacross to pinpoint the most promising accounts.
Getting Started with Albacross: 6-Part Series
Part 1: What is Account-Based Marketing? (You’re here)
Part 2: Use Albacross to Identify Interested Leads
Part 3: How to Use Filters to Build Your Ideal Audience
Part 4: Launch Your First Albacross Campaign in 5 Steps
Part 5: How to Manage Your Albacross Ad Campaign
Part 6: Evaluate Your Account-Based Marketing: 5 Crucial Metrics