Account-Based Marketing

Our approach to Account-Based Marketing (ABM) is putting the customer first with a joint Marketing and Sales approach across your key target accounts.

Focusing on revenue-based activity, such as quality of leads, pipeline, and revenue closed. We think at an account level, and not just individual leads. ABM applies to the whole customer journey. 

It's about delivering the right content, to the right person, at the right time. We'll group your key accounts in three different areas; 

  • 1-1
  • 1-few
  • 1-many

At a 1-1 level, we will create and execute highly customized programs for individual accounts and people. Understanding the pain points of each account and identifying the decision-makers and influencers. 

Typically, we would expect to see around 5-50 accounts at the 1-1 level and expect 50% of revenue to come from this group.

When marketing 1–few, it is more about lightly customized programs. These programs are for clusters of accounts with similar issues and needs. For instance, we might target automotive with a dedicated campaign. 

For 1-few, each cluster contains between 5-15 accounts and typically sees 30% of revenue generated from this group.

When looking at 1–many, we'll leverage the technology and use this to tailor and personalize based on your segmentation criteria. Typically seeing 20% of revenue from this group.

The higher up the triangle, the greater the investment required, but the higher the reward and ultimately, ROI.


 

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