What are the elements of account-based marketing and how is an account-based marketing campaign developed?

Elements of Account-Based Marketing

Account-based marketing is all about depth of client engagement, including:

·    Researching the account.

·    Tailoring communication to be specific to that account.

·    Involving stakeholders from the account in the planning.

·    Increased executive contacts.

Account-based marketing campaign developments

Effective account-based marketing involves gathering data, developing relationship/mutual awareness with the target company, and coordinating with marketing and sales teams in their outreach efforts.

First, the marketing team must identify their top accounts, and rank them according to potential for increased business. What do the acoounts value? How can the company provide that value? What are the costs?

When the teams decide on a target account, market researchers identify that account's needs, the account's past decisions, and what marketing tactics they've been susceptible to.

Advocating for their company, marketers map their capabilities and potential offerings to the target account. Wherever possible, should involve the account’s own executives in selecting plans based upon both available and potential offerings.

Leveraging this information, account-based marketing teams support sales by developing content specific to the target account. All communications - e-mails, presentations, face-to-face meetings - are tailored to fit this client. 

Finally, the marketing department reviews the campaign with established metrics, because “if it can’t be measured, it’s not marketing” - and adapt the ongoing campaign accordingly. Many purchasing decisions at larger firms go through several levels, and take months to complete. The data that’s compiled will also be used in future campaigns, drawing lessons for approaching other accounts, and scaling approaches accordingly.

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1) ABM requires a truly coordinated effort between sales, sales development, marketing, and executive staff

2) ABM requires deep account profiling shared between internal account stakeholders

3) Marketing runs a steady mix of campaigns into ABM accounts

The analyst team at TOPO is spending more time than ever researching account-based marketing and responding to client inquiries on the subject. In the next three years, we expect ABM to become a critical sales and marketing capability at companies that target enterprise accounts.

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