Account-based marketing said to boost profits by 55%
IT'S CALLED account-based marketing. Its promoters say it is a radical rethink of the role of selling and marketing when it comes to strategic clients, creating a win-win scenario for both the firm and its clients.
They say, too, that this method helps companies, on average, to grow their yearly incomes by 55 percent. It also helps to grow accounts relationships by 71% and achieves a 34% improve on reputation inside accounts.
This new way of marketing is the subject of a new book by Alisha Lyndon, founder of Momentum ITSMA.
The book draws on Lyndon’s extensive experience to outline winning approaches that bring sales and marketing teams together to secure, retain, and grow strategic accounts.
Accounts, not markets
“ABM is about people, not personas,” Lyndon explains. “It is about accounts, not markets. It means moving your focus from ‘let me tell you why we’re great’ to the value of ‘we see your problems and the opportunities for growth. Let us help you get there.’
“I’ve written this book for executives and sales and marketing leaders to develop a shared understanding of the role they plan across the buying cycle, how they can identify barriers to purchase, and address the needs of clients before,, during, and after the buying cycle.”
The book reveals how you should approach:
• Addressing, supporting, and enabling client buying processes
• Unpacking complex buying cycles and knowing when to act in accounts
• Learning the behaviors needed to build trust and leverage client insight
• Sharpening client focus, leading to growth
Inspire trust
Lyndon says that readers will find out how to inspire trust, leverage customer insights, and deliver a tailored value proposition that resonates with their target audience.
The forward to the book is written by Don Peppers, co-author of The One to One Future. He says that account-based marketing can succeed only when a company’s executives work with a unified, purpose-directed team rather than a collection of individually unified departments, passing their responsibilities like a baton from one department, or division, to the next as the customer’s trajectory proceeds through the sales funnel.
Customer trust is hard won, and easily lost, says Nina Gmachl-Eshuis, vice-president of Salesforce.
“Lyndon knows what it take to build trust, reputation, and relationships with key accounts. That approach works. This book provides valuable insight for anyone in sales or marketing leadership who is looking to outperform their competition.”
Other books on account-based marketing
Account-based marketing, also known as client-centric marketing, treats important individual accounts as markets in their own right, to help strengthen relationships, build reputation, and increase revenues in important accounts.
A Practitioner's Guide to Account-Based Marketing outlines a clear, step-by-step process for readers to harness ABM tools and techniques and set up ABM programmes. Featuring insights from practising professionals and case studies from organizations including Fujitsu, Infosys, Microsoft, O2 and ServiceNow, it also contains guidance on developing the competencies needed for account-based marketing and managing your ABM career.
This updated second edition contains further discussion on how ABM initiatives can go from a pilot to being embedded in a business, new material on quantified value propositions and updated wider research. Meticulously researched and highly practical, A Practitioner's Guide to Account-Based Marketing will help all marketers to deliver successful B2B marketing.
- Align your sales and marketing teams for greater success in your ABM efforts
- Analyze data to identify key accounts
- Target your messages for real-time interaction
- Integrate your campaign with marketing automation software
