Account-based marketing, which is also known as “key account” marketing is a B2B strategy adopted by several companies, wherein important business accounts are marketed to directly as markets of one. Ideally, there are three steps to Account-Based Marketing.
Step One: Identifying potential accounts or prospects.
Step Two: Targeting main stakeholders.
Final Step: Implementing marketing strategies through different channels to cater to their specific requirements.
Primarily, ABM services concentrate on selective large and important accounts that hold a lot of potential for your business. Typically, ABM is implemented in enterprise-level sales organizations. It helps firms increase their account relevance, attract customers with relevant content and determine specific contacts within a specific market.
The reason most of the companies opt for account-based marketing tactics is because of higher return on investment.
Predictive Marketing Software
While, Account Based Marketing may seem like a sweet deal and the right strategy for your business, it does include investing a lot of resources and coming up with a lot of strategies. However, to simplify the process there are different software product that help automate the account-based marketing.
One of them is Predictive Marketing Software. This particular software helps the marketers predict consumer needs and come up with targeted campaigns. Predictive marketing increases the conversion rate and also the value of each customer interaction by presenting relevant content to the audience.
Predictive marketing software helps you understand customer behavior and also the forecasting requirements. With the help of this tool, businesses can deliver personalized solutions and offers that cater to specific customers.
This software utilizes machine learning and statistical modeling to predict trends on existing historical customer data. The data is available from several sources, both demographic and behavioral.
The primary goal is to recognize which account will most likely convert and have the biggest impact on the revenue of the business. Predictive marketing software in the case of account-based marketing uses identity association features from which marketers can build account hierarchies. It helps the sales department to focus their efforts efficiently.
With the help of predictive marketing software, firms will be able to seamlessly implement account based strategies to cater to the accounts and in return to increase their revenue.
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Principal & Founder @ TechConnectr
Bob creates ‘double-mitzvah’ win-wins in B2B lead generation by utilizing analytics and strategic relationships. He has a strong background in finance, marketing optimization, and sales enablement.
Before founding TechConnectr, Bob co-founded Los Gatos-based NetLine Corporation, a leading digital B2B marketing solution provider, where he oversaw the execution of hundreds of performance marketing programs from a wide range of clients, including Dell, Salesforce, Marketo, Microsoft, and IBM. At QuinStreet and Ziff Davis/Salesify, Bob was responsible for creating and nurturing strategic relationships with a variety of best-in-class data and marketing solution providers. He utilizes his Big-Four accounting and Fortune-500 business acumen to create success for all parties.