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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.

 

  1. Discover – Define high value accounts using firmographic and business intelligence data
  2. Key Players – Identify how decisions are made and who the key players are
  3. Messaging – Employ valuable content and address the target account’s business challenges
  4. Channels – Consider which marketing channels will be most effective for specific roles or industries
  5. Execute – Coordinate campaign across channels and align with marketing and sales teams
  6. Optimize – Test, measure and optimize your ABM campaigns to make sure they are effective
Account based marketing process

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