How account based marketing can create profitable B2B relationships

Account Based Marketing (ABM) can help B2B professionals target larger businesses and the people they most want to work with. It does this by complementing a creative inbound marketing campaign with highly detailed research practices.

We also call this ‘whale hunting’. ABM can better target specific industries and influential decision makers at larger companies, naturally attracting those best suited to your company, your business strategy and your overall philosophy. It can introduce you to the people you may most enjoy working with, particularly on a long-term basis as you look to build strong professional relationships.

So, what makes for a successful ABM campaign and how do you implement it alongside your existing inbound marketing strategy?

Great account based marketing needs a human touch

The key revolves around a change of focus. Where you may be targeting broader leads through your inbound marketing campaign through various channels, an ABM campaign focuses on the most important and influential decision makers at the companies you’d most like to work with.

Instead of implementing a wider focus on more general personas, you’re aiming to target the best contacts within each of the companies you’re aiming for, and making an impression on key decision makers to show them what you’re all about.

Once your target audience is identified, the next step is to create a relevant pitch for those people in the form of creative content. Again, in ABM marketing you can’t be as broad or as widely-focused as a general inbound marketing campaign can be. The content has to be highly-personalised and dedicated to solving specific professional problems your prospects may be facing.

It can’t be a forceful or spammy pitch, though. ABM has to be much more creative and sensitive than that.

Social media is key to successful account based marketing

Identifying ABM prospects through social media is a delicate process. However, the more information you can find out about the people you want to work with, the more likely you’ll be able to craft content that entertains, entices and offers serious solutions to the professional problems they may be facing.

Once you believe you’ve crafted a pitch that can’t be beat, the next step in the ABM process is reaching out to the people you want to work with, using your existing inbound marketing techniques that have served you so well. 

Email marketing and social targeting on specific platforms like LinkedIn is key to reaching the right people on a personal and professional level, and doing so without overwhelming and alienating them, as outbound marketing processes such as cold-calling tend to do.

We believe that a bespoke inbound marketing strategy is the best and most creative way to attract prospects naturally. Going a step further and building personal, productive connections with ABM marketing adds another dimension to your B2B strategy. Do it right, and you can attract the people you’d most like to work with most.

Account based marketing can be simple with the right support

If you're eager to try ABM for yourself, but you're unsure of where to start, don't worry. We know if can be alot to take in. Luckily, we take pride in our expertise around everything to do with marketing, including ABM. Six & Flow is an inbound marketing agency based in Manchester, with years of experience in inbound.

Get in touch, and ask us how this new marketing strategy could apply to your business.