Turn Leads Into Sales With Account-Based Marketing
The wonderful thing about the internet is its vast reach, which is what marketers have been exploiting for years. Cast a wide net to attract a lot of leads and then funnel leads down into sales. The strategy can be incredibly successful, but it requires broad-based advertising, and it means marketing to people who are never going to be clients.
ABM takes a very different approach than most digital marketing. It starts with B2B (Business-2-Business) Marketing research. Who are the businesses and potential clients that are most likely to engage in a profitable business relationship with your company? What do you need to do to engage them? How can turn them into clients?
The great thing about ABM (Account-Based Marketing) is that it offers a much higher ROI. Simply because you are targeting the exact type of client your business wants. However, it is more complicated. Instead of a scattershot approach, you have to identify potential customers, research those customers so that you can form your marketing strategy, tailor marketing content to that business, and then get that material in front of decision-makers at the business.