Why Account-Based Marketing Is Right for B2B. Audiences are finicky. Bosses are panicky. Salespeople are hungry (for leads). Increasingly, Account-Based Marketing is the solution that brings sanity and success back to the B2B lead gen universe. It’s like putting out a specific variety of bird seed in your backyard because cardinals like that type of seed, and if you’re going to watch birds, they might as well be cardinals. But in account-based marketing, you’re not trying to attract any cardinals in the vicinity that are fired up about your free buffet of seeds. The system then finds all the relevant birds that work for that company: marketers, IT, VPs, whatever makes sense for you. You’re marketing to multiple people at the right company. Using account-based marketing not only could you reach all the appropriate people in whatever division of adidas you’re targeting, but also customize all the banner ads, social ads, landing pages, and everything else to talk about adidas and its specific pain points.
B2B marketing is harder than ever. Audiences are finicky. Bosses
are panicky. Salespeople are hungry (for leads).
Increasingly, Account-Based Marketing is the solution that
brings sanity and success back to the B2B lead gen universe.
Recently, I partnered with our friends at Terminus to create a Slideshare
presentation (view/download above or via
http://www.slideshare.net/jaybaer/the-cmo-blueprint-for-accountbased-marketing)
that describes what ABM is, why it works, and how you can implement
it in your organization and massively improve your B2B lead
gen.
The Fundamental Difference of Account-Based Marketing
In regular B2B marketing, we use segmentation and personas and
targeting to try to find prospects that might be interested in our
wares. It’s like putting out a specific variety of bird seed in
your backyard because cardinals like that type of seed, and if
you’re going to watch birds, they might as well be cardinals.
In this analogy, your B2B content marketing and targeting are
the seed, and your prospects are the cardinals.
But in account-based marketing, you’re not trying to attract any
cardinals in the vicinity that are fired up about your free buffet
of seeds. Instead, you focus on specific birds (some cardinals,
some robins, some blue jays) that all hang out in the same stand of
trees.
Simply put, ABM targets companies, not
personas.
With an…
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