Account Based Marketing

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Account Based Marketing
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(No Transcript)
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What is Account Based Marketing?

• Buyers are more informed now than ever. Also, the
  number of stakeholders involved in decision
  making has increased with time. Reaching out to
  the right stakeholders is more challenging now
  for B2B companies. This holds true especially
  while targeting larger organizations.
• In most companies sales and marketing teams work
  separately with little or no transparency. This
  is where Account Based Marketing comes into
  picture. In this approach, the sales and
  marketing teams work together hand in hand. The
  aim is to target a group of stakeholders rather
  than just an individual. With this approach, the
  sales and marketing teams can have more
  visibility of clients needs and can hence
  develop more personalised marketing messaging.

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Benefits of ABM-

• Joint efforts of sales and marketing teams
• Shorter sales cycle
• Increase in ROI

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How is ABM different from Funnel Based Marketing?

• Funnel based marketing focuses on what needs to
  be said, who to say it to and where to say it
  while ABM focuses on who you want to target. If
  multiple sales and marketing people are chasing
  different people in a large organization, they
  can come together and strategically target the
  prospect.
• In funnel based marketing, efforts are broader.
  The sales team is often loaded with leads that do
  not get converted. Thus, a lot of time of sales
  team gets wasted. ABM is more efficient as leads
  are grouped together based on accounts. And this
  leads to better conversions. Marketing messaging
  can be made more personalised based on customer
  understanding and can be sent at the right time.
  Thus, making the entire process more effective.

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• For B2B companies, account based marketing is of
  utmost importance. It is a complex strategic move
  but it yields high returns. It is a rather
  comprehensive approach that not only involves
  identifying right accounts but also developing
  good relations with prospects.

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Thank You