Leveraging Account-Based Marketing for Larger Deals

Account-Based Marketing (ABM) is a strategic approach that aligns sales and marketing efforts with a company's high-value prospects or existing customers. By focusing on key accounts and delivering personalised marketing campaigns, ABM can help businesses secure larger deals and increase revenue. In this article, we will explore how to leverage ABM for larger deals.

Covered in this article

Understanding Account-Based Marketing
Implementing ABM for Larger Deals
The Role of Technology in Account-Based Marketing
Scenario: ABM Success Story
Propel Your Business Forward with Velocity

Understanding Account-Based Marketing

ABM is a strategy that directs marketing resources to engage a specific set of target accounts. It involves creating highly customised campaigns that speak to the needs and challenges of individual accounts, rather than marketing to a broad audience. ABM not only helps to increase the deal size but also improves the likelihood of closing a deal by delivering more relevant and personalised experiences.

Implementing ABM for Larger Deals

Here are some steps to leverage ABM for larger deals:

1. Identify High-Value Accounts: The first step in ABM is to identify the accounts that have the most potential for your business. These could be existing customers with potential for upselling or cross-selling, or new prospects that fit your ideal customer profile.

2. Understand Your Accounts: Once you've identified your target accounts, take the time to understand their business, their challenges, and their goals. This will allow you to create more personalised and relevant marketing campaigns.

3. Develop Personalised Campaigns: Use your gathered information to develop personalised marketing campaigns for each account. These campaigns should address the specific challenges and goals of each account.

4. Coordinate Sales and Marketing Efforts: ABM requires close coordination between sales and marketing. Ensure your sales and marketing teams are aligned and working together to engage your target accounts.

5. Measure and Optimise: As with any marketing strategy, it's important to measure your results and optimise your campaigns. Use ABM metrics such as account engagement, deal size, and revenue to evaluate your success and make necessary adjustments.

The Role of Technology in Account-Based Marketing

Technology plays a crucial role in executing an effective ABM strategy. From identifying high-value accounts to delivering personalised campaigns, various tools and platforms can make the process more efficient and effective. Here are some ways technology can enhance your ABM efforts:

1. Account Identification and Research: Tools like  LinkedIn Sales Navigator can help you identify high-value accounts and gather insights about these companies and their decision-makers.

2. Personalisation at Scale: Marketing automation platforms can help you deliver personalised content to your target accounts at scale.

3. Account Engagement Tracking: CRM systems and marketing analytics tools can help you track account engagement and measure the effectiveness of your ABM campaigns.

4. Sales and Marketing Alignment: Platforms like HubSpot can help align your sales and marketing teams by providing a shared view of account data and interactions.

Scenario: ABM Success Story

To illustrate the power of ABM in securing more significant deals, let's look at a success story:

A B2B software company was struggling to increase their deal size with their existing broad-based marketing approach. They decided to implement an ABM strategy, focusing on a select group of high-value accounts.

They started by identifying their target accounts and researching each account thoroughly. They then developed personalised marketing campaigns for each account, addressing their specific challenges and goals.

By coordinating their sales and marketing efforts and leveraging technology, they were able to engage their target accounts effectively. As a result, they saw a significant increase in their average deal size and overall revenue.

Propel Your Business Forward with Velocity

At Velocity, we don't believe in one-size-fits-all solutions. We understand that every business is unique, and so are its challenges and goals. That's why we tailor our ABM strategies to fit your specific needs, helping you engage your high-value prospects with personalised marketing campaigns that resonate with them.

With our expertise in ABM, we can help you identify your high-value accounts, understand their needs and challenges, develop personalised campaigns, and align your sales and marketing efforts for maximum impact. But we don't stop there. We also leverage cutting-edge technology and data-driven insights to measure and optimise your campaigns, ensuring you get the best possible return on your investment.

So, are you ready to leap? Are you ready to secure larger deals, boost your revenue, and propel your business forward? If so, it's time to get in touch with Velocity. Let's explore how we can accelerate your business growth with tailored Account-Based Marketing strategies.