One-to-one Account-Based Marketing (also called “Strategic ABM”):

Strategic ABM is the most personalized and targeted form of ABM, where businesses focus on individual accounts and create customized marketing campaigns that are tailored to their specific needs and preferences. This involves creating highly targeted content, personalizing communications, and building long-term relationships with key decision-makers. Strategic ABM is typically used by businesses with a smaller number of high-value accounts, and it requires a high level of investment in terms of time, resources, and budget.

One-to-few Account-Based Marketing (also called “ABM Lite”):

This is a scaled-down version of Strategic ABM, where businesses focus on a small group of similar accounts rather than individual accounts. This approach involves developing marketing campaigns that are still highly personalized but can be executed at a larger scale. ABM Lite is typically used by businesses with a moderate number of high-value accounts, and it requires a moderate level of investment in terms of time, resources, and budget.

One-to-many Account-Based Marketing (also called “Programmatic ABM”):

Programmatic ABM is the most scalable and automated form of account based marketing in Mumbai, where businesses focus on a large group of accounts with similar characteristics or behaviors. This approach involves leveraging data and technology to target accounts with relevant messaging and content at scale. Programmatic ABM is typically used by businesses with a larger number of high-potential accounts, and it requires a lower level of investment in terms of time, resources, and budget compared to Strategic and ABM Lite.

Increased ROI:

By focusing on high-value accounts and tailoring marketing efforts to their specific needs, account-based marketing can lead to a higher return on investment. Instead of casting a wide net with generic messaging, account-based marketing allows companies to focus their resources on the accounts that are most likely to convert.

Engage with stakeholders:

Account-based marketing involves identifying and engaging with key decision makers and stakeholders within target accounts. This can help to build stronger relationships with these individuals and increase the chances of closing a sale.

Streamline decision makers:

By targeting specific accounts and stakeholders, account-based marketing can help to streamline the decision-making process. Instead of trying to convince a large group of people, companies can focus on the individuals who are most influential in the decision-making process.

Optimises the customer experience:

Account-based marketing focuses on providing a personalized experience for each account, which can help to improve the overall customer experience. By tailoring messaging and content to the specific needs and interests of each account, companies can create a more engaging and relevant experience.

Personalised messages:

Account-based marketing allows companies to tailor their messaging and content to the specific needs and interests of each account. This can help to create a more personalized and engaging experience for the target audience, which can lead to increased engagement and conversions

Define your goals:

Start by setting specific, measurable, achievable, relevant, and time-bound (SMART) goals for your ABM campaign. For example, your goal might be to increase revenue from your target accounts by 20% in the next quarter.

Clear result oriented tactic:

Develop tactics that align with your goals. For example, if your goal is to increase revenue, you might develop tactics such as personalized content, targeted advertising, and customized sales outreach.

Define Your Outreach Channels:

Identify the most effective channels to reach your target accounts. This might include email, social media, direct mail, and other targeted advertising.

Determine Your Communication:

Develop a clear and consistent message that resonates with your target accounts. This might include messaging that addresses their pain points, positions your solution as a valuable solution, and highlights your unique selling points.

Measure success of Account Based Marketing:

Establish metrics to track the success of your ABM campaign. For example, you might track the number of leads generated, the conversion rate of those leads, and the revenue generated from target accounts.

Review ABM campaign metrics and optimise:

Regularly review your ABM campaign metrics to identify what's working and what's not. Use this information to optimize your tactics, outreach channels, and messaging for better results

ABM KPIs:

Key Performance Indicators (KPIs) are used to measure the success of an ABM campaign. By analyzing metrics such as engagement rates, conversion rates, and customer lifetime value, you can optimize your ABM strategy and drive better results over time. Here are some ABM KPIs and their explanations:

• Marketing qualified leads/marketing qualified accounts
• Cost per lead
• Time on page (for engagement of digital assets)
• Email open rate/reply rate
• Number of additional contacts per account
• Engagement (rate) by account
• Pipeline velocity
• Marketing influence rate
• In-funnel conversion rate
• Number of sales meetings/appointments per account
• Number of proposals sent
• Close rate /churn rate
• Average selling price/average selling