Account-based marketing (ABM) is one of the buzzing words in marketing circles. Since this trend is catching up across the globe, it is vital to know how account-based marketing is helping marketers in generating revenue in the competitive business environment. Account-based marketing (ABM) is a personalized, custom approach to a dedicated book of business. Most SMB and enterprises use this marketing strategy to close new business and up-sell existing accounts. Included in ABM’s structure are a plethora of technology solutions to quicken the work process.
Content syndication strategy has made a comeback in the Account-Based Marketing programs. Once commonly an underperforming channel, content syndication strategy now plays an essential role in the ABM strategy.
Content Syndication Strategy and Account-Based Marketing
Content Syndication means republishing the content on third-party websites. It provides the opportunity for your content to drive traffic to your business through authoritative sites. By reposting the content, you get to reach out to the Other Set of Audience who will be equally interested in your products or services.
Account-Based Marketing is the blend of a company’s sales and marketing functions to reach B2B decision makers; in other words, it is a strategic approach to B2B marketing based on goals for specific target accounts. Presently, Key-Account Marketing paves the way for a more strategic plan to do outbound. With the help of Account-Based Marketing, the sales team can directly approach the key-decision makers of targeted companies without going through the entire process of random cold-calling, unnecessary meetings, etc.
There is a dire need to create regular content for the blog, and it is not optional. However, keeping a steady flow of quality content across multiple channels can be a challenge. Here are some standard ways by which you can maintain the focus on Original Content – create fresh quality content in ample time, Curated content – the content is a culmination of what others have to say on a single topic, and lastly, Syndicated content which is republishing the original content on a niche but successful websites.
Different Account-Based Marketing technologies
Currently, different ABM technologies are going around in the market. Productive key account marketing comprises of multichannel approach and requires close alignment within an organization’s marketing, sales, and customer success teams. Account-based advertising uses digital targeting to fit an organization’s typical customer profile. CRM or marketing automation tools are combined with ABM platforms to manage campaigns targeting the company’s target accounts. This presents a capability to run multichannel campaigns for ads over various channels like display, video, social media, and mobile.
Advantages of using Account-Based Marketing
With the help of Account-Based Marketing, leads are kept in the pipeline to the most targeted ones. The possibilities of getting denied narrows down to a minimum and deals get closed much faster.
Since salespeople are targeting the good accounts for business with the help of Key-Account Marketing rather than typical demand generation, it guarantees good returns.
With Account-Based Marketing, the sales team of a company will converge only on the accounts that have high conversion rates. This approach can also be interpreted as they do not waste their time on leads that don’t matter or are unqualified.
Improves the rapport between sales and marketing
In many cases, it is seen that the sales and marketing teams of an organization are focusing on separate accounts. Key-Account Marketing requires cooperation between the two sides so that they work together to target key decision makers within the same accounts.