Account-based marketing (ABM) is a strategic approach to B2B marketing that targets specific, high-value accounts within a company’s ideal customer profile (ICP). Rather than casting a wide net and hoping for the best, ABM allow marketing teams to focus their resources and efforts on a select group of accounts that are most likely to convert.
Think of an ABM platform as a gym membership. In the same way that your membership gives you access to specific facilities and services, ABM tools give you access to targeted accounts and the opportunity to nurture relationships with key decision-makers within those accounts.
In the same way that reaching your health goals requires a targeted and personalized fitness plan, ABM requires a targeted and personalized marketing plan, including personalized messaging and content, targeted advertising, and tailored sales outreach. Rather than trying to appeal to a large, general audience, ABM allows you to focus on the most valuable accounts to your business. It also allows for better measurement of results, as you can track the specific outcomes of your efforts within each targeted account.
Just like a gym membership, ABM requires a dedicated team and a sustained effort over time to see the desired outcomes. But for those willing to put in the work, the rewards can be significant. Businesses can build strong, personalized relationships with key accounts and drive increased revenue and long-term customer loyalty.
Personalized Guidance for Achieving Business Goals
Much like a personal trainer helps you stay on track and reach your fitness goals, a customer success manager (CSM) helps your business stay on track and reach its desired outcomes.
A Terminus CSM is your designated point of contact who works with your business to ensure you get the most value out of your products or services. They help you identify areas for improvement and help you achieve your business goals while working with you to understand your unique needs and challenges and help you develop a plan to overcome them.
Think of a CSM as a personal trainer for your ABM program. They help you stay focused, motivated, and on track to achieve your desired outcomes. Whether you are just starting out or are looking to take your program to the next level, your CSM is an invaluable resource for driving success.
Additionally, having a Strategy Consultant on your team is like an actor investing in a personal fitness coach to get ready for a role quickly with even more personalized and hands-on assistance. (Think Tom Cruise gearing up for Mission Impossible films.) They can help you execute campaigns, optimize your marketing efforts, and provide expert guidance on a wide range of strategic topics. By working with an expert, you get the most out of your ABM efforts and drive better business outcomes quickly.
A strategy consultant is an invaluable resource for businesses looking to ramp up their ABM program quickly and efficiently. They provide personalized and hands-on expert guidance to help you achieve your marketing and business goals, and can make all the difference in driving success.
Interactive Learning, Help from Peers, and Flexibility to Learn at Your Own Pace
In the same way that group workout classes at your gym can provide a sense of community and accountability, online training sessions for how to use a platform can provide a similar sense of support and guidance.
Online training sessions are a great way to learn how to use a platform and maximize its features. They often include interactive demonstrations, Q&A sessions, and hands-on exercises to help you gain a deeper understanding of the platform. You have the opportunity to learn from experienced instructors, get support from your peers, and stay motivated and on track to achieve your goals.
In addition to providing a sense of community, online training sessions also allow you to learn at your own pace, joining when you are available and have a need. Whether you are a beginner or an experienced user, online training sessions can help you get the most out of your platform and drive better business outcomes.
Expert Guidance to Make Informed Advertising Decisions
A nutritionist that helps you make informed and healthy food choices is like a Digital Media Manager (DMM) that specializes in programmatic advertising and can help you make informed and effective advertising decisions.
A DMM’s role is to maximize the reach and outcome of every media dollar you spend through media strategy, budget planning, and advanced back-end optimization of your advertising campaigns. They have a deep understanding of the various advertising platforms and technologies available and can help you choose the right channels and tactics to reach your target audience and achieve your business goals.
Our DMMs are experts in programmatic advertising and come to the table with expert guidance and optimizations to help you make informed and effective advertising decisions that drive results at every stage of the revenue flywheel.
The Importance of Having the Right Systems in Place for Successful ABM
It is clear that having the right resources in place is crucial for successful account-based marketing. From targeting high-value accounts to implementing personalized marketing plans, ABM requires a knowledgeable team and sustained effort to achieve desired outcomes.
A CSM acts as a personal trainer for your ABM program, providing personalized roadmaps and guidance to help you achieve your goals. Online training sessions offer a sense of community and accountability while allowing you to learn at your own pace. Your DMM acts as a nutritionist, providing expert guidance and optimizations to help you make informed and effective advertising decisions. And if you need a bit more hands-on help hitting your goals quickly, a Strategy Consultant acts as your personal fitness coach helping you reach your goals with maximum efficiency.
By leveraging these supporting resources, you can ensure that your ABM efforts are well-informed, targeted, and effective. The right foundation can make all the difference in driving better business outcomes and achieving long-term success.
Taylor Young is Terminus’ Principal of ABM Strategy and is wildly known for dropping digital marketing words of wisdom and strategy magic on her LinkedIn page.