account-based marketing
Account-Based Marketing (ABM) is a strategic approach to B2B marketing that focuses on identifying and targeting high-value accounts rather than casting a wide net to attract a broad target audience. It involves creating personalized marketing campaigns that cater to the specific needs, pain points, and goals of an individual target account or group of accounts. This targeted approach is particularly effective in industries with long sales cycles, high-value transactions, and complex decision-making processes.
The shift from traditional marketing methods to ABM represents a broader trend in B2B marketing: the move towards more personalized, customer-centric strategies. In traditional marketing, the goal is often to generate as many leads as possible, regardless of their fit or potential value. In contrast, ABM prioritizes quality over quantity, focusing on accounts most likely to deliver significant long-term value. Considering that less than 1% of B2B leads ever become paying customers, ABM looks like a wise investment.
our approach to abm
At Farinella, we believe that Account-Based Marketing is a powerful outbound marketing tool that takes equal parts strategy, creative execution, and consistency.
Here’s how we do it:
Define ideal client profile (ICP)/Target Accounts
- Get very clear about who we are targeting, including companies, job titles, company size, and decision-makers.
Source the audience
- Identify prospects within target accounts and define their intent signals. It’s also important to validate and clean the list.
Research and Analysis
- Take a deep dive into the industry to understand global trends, the target company’s pain points and growth opportunities to develop tailored message platforms.
Creative Execution
- Develop content that answers ICP/target company pain points, including advertising, eBooks, blog posts, and social media.
Forms & Tracking
- Set up lead capture forms to track program performance and set up sales activation workflow so the sales team can jump on opportunities.
Launch
- Publish content on the company’s website and social media channels and kick off advertising campaigns across Google Display, YouTube, and LinkedIn.
Outreach
- Begin automated marketing and sales email campaigns, LinkedIn connection requests, 1:1 LinkedIn InMail, and reactions to a target’s posts on LinkedIn.
Review & Refine
- Look at KPIs and campaign data against goals to measure the campaign’s effectiveness. It is essential at this point to meet with the sales team to score leads and refine messaging.
questions?
Whew. That’s already a lot of information. We’re happy to jump on a call or use the Zoom machine to talk through solutions to your challenges.
our abm capabilities
Our agency specializes in developing targeted, actionable, and successful ABM campaigns that drive growth. Our expertise lies in strategic marketing driven by research into your company, the industry, and your competitors. Our holistic approach ensures every ABM campaign connects with the target audience and convinces them of your unique solution.
Competitive Analysis
- Step one is always to examine your industry and direct and indirect competitors to help us understand where you stand and how we can help you stand out.
Audience Definition
- We leverage the power of digital tools to uncover target companies and decision-makers along with their connection information.
Creative
- Our team takes the learning from our research and competitive analysis to create advertising, communications, content, and social media posts that connect, convince, and convert.
Analytics
- We are a results-driven agency compelled and committed to helping our clients grow with maximum efficiency and cost-effectiveness.
#Teamsport
- Marketing should never be a siloed practice, so we stay in constant communication with our client’s sales and management teams to help them understand what we’re seeing and where we’re going.
get the abm playbook
Our team developed an ABM playbook that can be used in any industry. We’ve included a 60-day quick hit plan and a more strategic 90-day plan that details the actions to take to establish a strong relationship with your ideal customer.
ABM FAQs
What is Account-Based Marketing?
Account-Based Marketing (ABM) is a strategic approach to B2B marketing that focuses on identifying and targeting high-value accounts and serving them advertising and content that introduces, informs, and engages the audience.
Is ABM expensive?
Any outbound marketing can be an expensive proposition. ABM, though, is a more cost-effective tactic because we’re specifically targeting ideal customers in desirable companies, so you’re connecting with the people you want to reach quicker and giving them the information they need to buy.
Also, relatively speaking, an ABM campaign is cheaper than a Super Bowl ad.
What kind of technology do I need for ABM?
There are dozens of platforms and SaaS solutions that promise to make ABM cheap and painless. What they don’t tell you is that you have to do all the work to make their system work. We’ve developed a tech stack that includes Apollo, HubSpot, PhantomBuster, and Neverbounce that is affordable and reliable. We also leverage the power of platform-level advertising management systems on Google, LinkedIn, Meta, and more.
Can you guarantee that ABM will work?
We wish. We can guarantee that if we nail the ICP and target companies in our early work, and produce creative content that connects, then we’ll see an uptick in brand awareness, website traffic, meeting requests, and form submissions.
What do you need from a company to get started?
The number one thing any agency wants from their client is information, transparency, and time. Marketing is not a siloed activity. It takes buy-in from senior management, business development teams, sales reps, and customer success representatives to make this work.
How long does an abm campaign last?
Our experience shows that the most successful campaigns run three months with a regular cadence of advertising, content, communications, and outreach. We’ve had success with 60 day campaigns as well, but 90 days is the magic number.
But Wait, There's More
our thoughts on account-based marketing
let’s talk
Let us know if we can help answer any questions about Account-Based Marketing or help with any other marketing challenge.
