ABM is the ideal approach when the bulk of your revenue is derived from a relatively small number of high-dollar, “high touch” sales as shown at the bottom right of this diagram:
Image credit: Guillaume Lerouge on SlideShare
In an ABM approach, you’ll likely still use some basic inbound marketing tactics (blogging, SEO, white papers / eBooks) and some brand-building activities to broaden awareness.
But the bulk of marketing time, budget, and effort will be spent highly personalized and targeted social media, advertising, and direct outreach to a small number of targeted accounts.
Done wrong, ABM may be seen as creepy and intrusive, which is counterproductive. But done right, ABM enables you to align marketing sales to efficiently pursue the largest, most profitable sales—while minimizing resources spent generating and pursuing poorly qualified leads.
My ABM Services
Prospect profiles development by company and role
ABM strategic and tactical planning
Pre-CRM targeting:
- social media
- social ads (Facebook, LinkedIn, AdWords Customer Match)
- ad retargeting / remarketing
- account-specific web content
Post-CRM follow-through:
- Call to action (CTA) paths
- email sequences
- direct mail