ABM is a B2B marketing strategy that combines both the expertise of marketing and sales to target select groups of high value (key/target) accounts using a highly customized, multi-channel approach.
ABM Methodology
SELL FASTER, TOGETHER
Explore RollWorks
RollWorks, a division of NextRoll and a LeadG2 partner, offers ambitious B2B companies an account-based platform to align their marketing and sales teams and confidently grow revenue.
Powered by proprietary data and machine learning, RollWorks’ solutions address the needs of organizations large and small—from those with best-in-class ABM programs to those just beginning their exploration.
The Inbound Marketing Methodology
ATTRACT
We want to attract the right strangers (your target persona) to your website and to your brand with quality, compelling content that answers the questions they have. We’ll use blogging, social media, keyword and SEO strategy, and even outbound advertising to do this.
CONVERT
With optimized landing pages, forms, and compelling calls-to-action we’ll convert these visitors into qualified leads. Contact information is the most valuable currency there is to the online marketer so we’ll give them premium content in exchange for it. This includes eBooks, whitepapers, infographics, webinars, case studies, and tips sheets.
CLOSE
With the help of tools like lead scoring, closed-loop reporting, lead nurturing, and vast lead intelligence, paired with lead follow up best practices and sales tactics, you’ll then work to transform those leads into new business.
DELIGHT
This sometimes overlooked component of inbound marketing can be your secret weapon in ensuring referrals and renewals. Once someone becomes a customer, you don’t want to forget about them, and you’ll continue to publish and share content that helps them better use your product or services and delight them as a partner and thought leader.
ACCOUNT-BASED MARKETING FAQs
Q.
Who is ABM for?
The short answer is: if you're a B2B Marketer, ABM is for you. Whether you're a team of one or a team of one hundred, an account-based marketing strategy can help you make a bigger impact.
Q.
When do you need an ABM platform?
To know whether you could benefit from an account-based platform, ask yourself these questions:
Do I need additional data and insights to help me identify the right accounts (and buyers within those accounts?)
Do I need a streamlined way to reach accounts across channels?
Do I want to feel more confident that I'm reaching ALL my target accounts?
Do I need a reliable way to measure account progress?
And, let's be honest, am I tired of doing a lot of manual list-building, uploading, and losing track of results?
Q.
What do you need in an ABM platform?
5 Things to Look For in an ABM Platform:
Ability to identify ICP & TAL
Ability to engage your target accounts
Ability to measure results and prove value
Ability to integrate seamlessly with other revenue tools
Ability to offer customized support and guidance
Q.
Can I run ABM campaigns if I don't have target accounts or an idea of my ICP (Ideal Customer Profile)?
The foundation for any account-based strategy is data. Understanding who is coming to your website, who is interested in the solutions you offer, which companies are a good fit for your business model, and many more. If you don’t have the tools or processes in place to get an understanding of the above, RollWorks is able to help you get that data. Their Identification ABM Solution is one of three core pillars of the platform. This solution, powered by several deep partnerships with B2B data providers as well as their own proprietary data can help you understand the firmographic composition of your website traffic.
Once you have an understanding of who your web visitors are, you can then upload data about your customers and closed won business into the platform. By knowing who your audience is and who your best customers are, you can then leverage the RollWorks account and B2B contact database to build lists of target accounts that are a good fit for your business and then find B2B contacts to engage with via email and advertising. Long story short, RollWorks has the ability to help you get started from the ground up and LeadG2 is here to guide you through the entire process.
FROM THE LEADG2 BLOG
Why Account Based Marketing and Inbound Marketing Just Make Sense Together
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