Account-Based Marketing: What Works

Account-based marketing is complex. It requires a significant amount of planning, cooperation, and persistence. However, it is essential now, in a world where passivity doesn’t pay. It’s not enough to have a site and engage in social media. We also have to reach out to potential customers and make sure they know about us and understand how we can help them. 

How it works

We start by making sure we have a deep understanding of your customers, your products and services, and your industry.

Then we work with you to build an ideal client profile (ICP), the type of accounts your business wants to engage with. 

We then use the most sophisticated tools available to identify these high-value target audiences for your product or service. 

Once we know the types of contacts to engage with, we build contact lists segmented by the type of prospective customer. Our tools are able to gather information directly from your website traffic in addition to large internet databases. 

Next, we build a marketing campaign to get in front of your ideal customers, giving them a good reason to interact or investigate your business further. Campaigns can promote sales directly or lead prospective customers into a program to nurture the lead until they are ready to make a purchase. 

The marketing campaigns we develop involve a number of methods and channels, including an appropriate combination of:

• Email
• Phone
• SMS (text) 
• Ads
• Landing pages
• Social posts
• Articles
• Downloadables
• Webinars

It’s important to have a clear understanding of what success looks like for each campaign. The call to action can be anything from clicking through a landing page, downloading a document, watching a webinar, filling out a questionnaire, or setting an appointment with a salesperson. 

We track progress and tweak the methods and messages to improve performance throughout the duration of the campaigns, providing you with regular updates and reports. 

All of this work requires close cooperation between our team and your team, as it will involve marketing, sales, and systems. 

Account-based marketing is most often used for business-to-business (B2B) companies to reach out to their potential customers.

We love doing this kind of work because it leverages our deep experience with sales, marketing campaigns, and effective messaging. We enjoy figuring out how to approach your customers in a way that appeals to them, making them aware of what you can do for them, and then making it easy for them to take the next step.

Because Kristin has had so much experience training and managing salespeople, she can smoothly incorporate your sales team into this process. We also have a thorough knowledge of CRM systems and campaign tools, so that we leverage all the resources that your team and our team can bring to bear.