Account-based marketing encompasses an organisation’s entire go-to-market strategy. It involves deep understanding of a few target customers or prospects – and crucially the people within them.
Contrary to the name, ABM is about far more than marketing. It encompasses sales, customer success, research, and planning. And although SaaS products play an important role, it is not a tech-driven solution, but rather a collaborative insights-based approach, aided by technology.
Guests
Helen Brown is the founder of Seeblue Marketing, a specialist tech sector marketing agency. Steve Bonadio is VP of Global Demand Generation at Ivalua, a growing spend management platform.
Key takeaways
- Technology can enable an ABM strategy, but isn’t at its root.
- The insight gathered from an ABM platform needs to be absorbed by a human.
- Avoid embarking on an ABM campaign before you know you have a strong, proven message.
- ABM campaigns are a team effort, spread across marketing, sales, and customer success teams.
- Don’t talk about yourself at the beginning of a campaign. Instead, tailor and personalise your approach for each target customer.
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