More and more companies are betting on a strategy based on ABM (Account Based Marketing). According to HubSpot, more than 60% of companies will launch a strategy of this type throughout 2020 (source). If you belong to this percentage, then this post is for you! We will inform you about the main benefits of ABM and which ABM tools you will need to succeed in managing and automating your Marketing Strategy.
Traditionally in Marketing, the Marketing, Sales and Service departments operate "solo"; they don't tend to communicate with each other frequently. However, the main objective of ABM is to identify which specific accounts to allocate our marketing efforts, so it is absolutely necessary that these departments work in unison. When collaboration between departments occurs, one of the main results is that the sales cycle is reduced (the sales department does not waste valuable time or resources by nurturing leads that they probably won't convert).
Another great benefit of Account Based Marketing is the reliability of the ROI (return on investment). There are many Marketing managers who have problems demonstrating the ROI of their Marketing efforts. Under normal circumstances, they would carry out a campaign aimed at a certain segment of customers, and where a specific amount of money is invested over a set period of time. At the end of this time period, they are able to close a certain number of contracts. The problem is that it cannot be known with real certainty if these new contracts have been the exclusive results of the campaign. However, with ABM we know exactly which accounts the Marketing budget goes to, so it is much easier to calculate the ROI.
The two examples above are just a small portion of the many benefits of Account Based Marketing.
Next, we will focus on ABM tools that will make the management and automation of your Account Based Marketing strategy a success:
ABM Tools for Your Account Based Marketing Project
1. Database Platform (CRM):
In order to establish a trusting relationship with your target accounts, ABM should be used based on the philosophy of Inbound Marketing, personalizing the relationship with each account. At mbudo, we recommend HubSpot as the best CRM platform for Inbound Marketing and Account Based Marketing. Recently, HubSpot updated their offering of Account Based Marketing tools.
2. Content Management System (CMS):
When we finally identify the accounts that, after a previous investigation, could become our future clients, it is time to offer content that is attractive to them. At this point, you must remember that the content should not only address the needs of the individual profiles that you have selected in each account, but also focus it on the needs of the company as a whole. The HubSpot CMS is a powerful content management tool that integrates blog publishing, creation of fully optimized Landing pages, CTAs, SEO, social media management ... In short, a full-fledged "All in One" platform.
Did you know that content is switching from keywords to topics? Discover the ins and outs of this phenomenon through the HubSpot Content Strategy tool, here.
3. LinkedIn and Twitter:
Social media channels are vital for connecting and interacting with contacts and accounts. In the investigation stage when researching accounts, an ABM tool that can be very useful is LinkedIn. It allows us to do an advanced search of the people who make the decisions and have influence in these objective accounts. For social media, learn which KPIs you should prioritize in your strategy.
4. Analytics Tools:
One of the basic principles of Marketing is to carry out actions that are quantifiable; if we cannot measure the results, it is very difficult to know what we are doing well and what we should improve. That is why we must have analytics tools that allows us to carry out the tracking and measurement of the results reported by our ABM strategy. HubSpot offers analytics specifically for ABM, as seen in this post.
These are the main tools of ABM that should not be missing from your Account Based Marketing strategy. If you have any questions or want to know more about ABM, contact us and we would be happy to help you.