[Part 2 of 2 - read Part 1 here]
In account-based marketing (ABM), no two approaches will be the same. That makes it hard work. But the return on the investment needed is worthwhile, as many surveys attest (though part of the appeal of ABM is that marketing ROI is more easily measured, which skews this conclusion a little).
Sadly, as participants in a recent panel on ABM explained, there’s no shortcut in the research stages of devising an ABM programme. As Wee Seong Yeo, Head of Account Based Marketing APAC at Red Hat, commented, “Unfortunately no one has a silver bullet for account-centric intelligence.” It takes time and effort to accrue.
With that in mind, those keen to get their ABM strategies up and running need to ensure they include the following:
Another participant on the ABM panel, Ross Ballantyne, Head of Marketing APAC for Corporate Solutions at JLL, explained the steps his firm was taking to grow key accounts – including orchestrating workshops with client participation to ensure that in the research phase, “We go from ‘we think we kind of know’, to ‘we understand them completely’.”
Taking such an approach means the level of investment required is considerable, but the payoff will justify it, financially and professionally.
As Ballantyne observed, “Being able to show the impact of marketing on business outcomes – in terms of securing more budget and better client relations – can demonstrate ROI. ‘Clicks’ and ‘Likes’ are OK, but once you can demonstrate marketing influence on the pipeline, opportunities discovered and influenced, and ultimately business won – that’s why I get out of bed in the morning. As we strive to being a truly client-centric organisation, an ABM approach is an integral part of the business strategy to deliver these outcomes.”
This is why, if you’re a B2B marketer, ABM needs to be part of your arsenal.
Missed part 1? Read it here.
‘Likes’ are OK, but once you can demonstrate marketing influence on the pipeline, opportunities discovered and influenced, and ultimately business won – that’s why I get out of bed in the morning.
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