There’s account-based marketing, then there’s real account-based marketing. General ABM aligns your sales and marketing goals, teams, and resources to engage accounts, build quality relationships, and nurture the buying committees into the decision stage. Real ABM goes further. On average, a B2B customer will regularly use six different interaction channels throughout the buying journey—and there are typically six to 10 decision-makers within the buying committee. So how can you ensure you’re identifying the right people and serving them applicable information and messaging at the correct stage of the funnel? In turn, how do you then drive more revenue and create sustainable omnichannel ABM initiatives?

2. Ability to Run Omnichannel Marketing Campaigns

Real ABM is run across multiple digital channels, but before you even begin selecting accounts, make sure the following are in place:

Access to In-Market Data: By using in-market data (or intent data), B2B marketers achieve the closest thing to being omniscient; it’s the most powerful predictor of which target accounts are in-market or consuming information on third-party sites that’s relevant to your (or your competitors’) services. This data then indicates interest or purchase intent, and which accounts should be the priority.

Method of Account Scoring: How do you determine which asset or message to show accounts next? Or how do you know their current position within the funnel? Without this information, the original ABM strategy goes out the window. Account scoring, sometimes called account engagement scoring, is a way to assign value to customer interaction and rank the level of engagement. It’s completely customizable, but the goal remains the same: aggregate all engagement info to have the ability to see what organizations have done across digital channels.

1. Strategy

ABM for B2B companies starts with a well-thought-out strategy. At The ABM Agency, we create an ABM strategy with 5 stages:

Define all personas in the buying committee Map buyer journey from awareness through evaluation Collaborate on developing the most appropriate assets for each journey Unify messaging across all platforms and channels Track accounts as they engage with the campaign in order to push them down the funnel

3. Channels

ABM is only effective if your target accounts actually see the content created just for them. Our account-based marketing agency utilizes content marketing, programmatic, PPC, SEO, and paid social channels to expertly deliver personalized experiences at every stage of the funnel.

Content Marketing
Programmatic
PPC
SEO
Paid Social

5. Reporting

Reporting is a feature of the marketing and sales strategy that can make or break your campaign. Without reliable data on a platform that fits your team’s needs, making informed ABM decisions and pushing accounts down the funnel become nearly impossible.

Our unique reporting methods help B2B companies see through messy analytics data and identify an account’s progress through the sales funnel—all while providing clear visual and quantitative dashboards for the involved parties (sales, marketing, the C-suite).