Key account marketing. ABM. ABX. ABE.
To us, these all point to one thing: the business-to-business (B2B) strategy of focusing one’s time and resources on a clearly defined set of accounts within a market in order to drive significant revenue. Instead of a one-size-fits-all marketing campaign, account based marketing crafts its messaging based on the needs of the target accounts, employing personalised campaigns that will resonate with each.
In fact, account based marketing is more than just a bandwagon that every digital marketing services agency jumps into. A successful account based marketing programme entails these:
- Tight alignment and collaboration between sales and marketing teams
- Sustained efforts, not a one-off, test basis effort
- Identifying the right accounts through first-party and third-party data
- Availability of solid and comprehensive account data
- The ability to address challenges and pain points faced by different decision influencers and makers in a prospect organisation, to create content that resonates with the difference audience personas
- Establishing account vs. contact scoring criteria
- Measuring success against KPIs
If your business is looking for account-based marketing solutions to reap its benefits, our team at Strategic DigitaLab, an award-winning full-service digital marketing agency in Singapore can help you anchor on a strategy with our team of highly experienced strategists, creatives, and digital marketing specialists.
ABM is a business-to-business (B2B) growth strategy of focusing one’s time and resources on a clearly defined set of accounts within a market in order to drive significant revenue. Instead of marketing for mass appeal, ABM crafts its messaging based on the needs of the target accounts, employing personalised campaigns that will resonate with each.
In comparison to mass marketing, ABM helps to structure your marketing efforts and resources on your key accounts to drive the most ROI, by realigning your sales and marketing efforts to develop and deliver content through targeted media channels to these key accounts.
ABM seeks to kick-off the sales process with higher-value opportunities in the early stage of the marketing funnel, get the highest ROI possible from marketing campaigns, as well as align marketing, sales, and account management for longer-term success.
An ABM campaign will vary greatly depending on which and how many components of an ABM strategy, such as market, content types, media delivery channels, sales tools, and etc.
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