Account Based Marketing (ABM)
WHAT IS ABM?
Marketing technology leader, Marketo, defines it this way: B2B marketers often try to cast a very wide net with their marketing campaigns in hopes of appealing to as many companies as possible in their target market. Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.
With ABM, your marketing message is based on the specific attributes and needs of the account you’re targeting, hence the name account-based marketing.
LET CTG HELP WITH YOUR ABM STRATEGY
CTG will work with your marketing and sales leaders to determine whether an ABM strategy is right for you. If so, we follow a series of steps to execute a successful ABM campaign.
- Discover – Define high value accounts using firmographic and business intelligence data
- Key Players – Identify how decisions are made and who the key players are
- Messaging – Employ valuable content and address the target account’s business challenges
- Channels – Consider which marketing channels will be most effective for specific roles or industries
- Execute – Coordinate campaign across channels and align with marketing and sales teams
- Optimize – Test, measure and optimize your ABM campaigns to make sure they are effective
CTG has been a tremendous asset to our North American sales and marketing operations. They have supported us and the Head Of North American Marketing on a variety of different outbound lead generation and top of funnel campaigns in a highly competitive email and web security and compliance market. They also helped us land a software evaluation with a 10,000 employee government agency. It has been great working with CTG and I would highly recommend the organization.
North American Sales Director
Global Enterprise Cybersecurity Solution Vendor
CTG helped bring focus to our sales and marketing efforts. We researched many sales and marketing tools out there but CTG helped bring clarity to our final decision on a new CRM and they managed the implementation, training and support.
Software As A Service (SAAS) Firm
CTG has been instrumental with helping build our online e-commerce infrastructure with Wordpress and Woocommerce. They have also increased our lead flow through expertise in Google Adwords which has generated higher sales for us each month with significantly reduced ad spend. Our click-through rate has never been higher helping our bounce rate become enviably low! I highly recommend CTG for your next e-commerce project or Google Adwords campaign. They are organized, communicates well, and follow through on their commitments and tasks.