Account Based Marketing (ABM)

In Account Based Marketing, marketers focus on those accounts which are most likely to generate revenue for marketing efforts. Accounts are shortlisted based on desired filters like industry, line-of-business, size (revenue, employee), geographic location, etc. Additionally, companies can also be targeted based on experience; like companies similar to current customers/prospects or competitors customers. Generally, the focus is on identifying the niche set of companies as best-fit target market. Through targeting; best-fit' companies you can directly address their common pain points which will enhance your strengths.

Partnering SMARTe for Account Based Marketing

Partner with us to optimize your current contact data, build additional lists and gather all the necessary sales & marketing intelligence and contextual insights. We follow a detailed approach to optimize your ABM efforts:

• Defining Audience: Accurately defining buyers’ personas from past experiences and based on company and job profile as per your business criteria
• List Analysis: Analyzing if they are likely to buy your products or services. What portion of your current marketing database matches your defined Ideal Prospect Profile (IPP). This helps in effective segmenting and qualification of data
• Right Message at right time: Conveying desired message directly to your audience, can be done through focused campaigns through relevant sales & marketing collaterals, fact sheets, case studies, white papers, etc. We track and provide you with real-time and actionable insights of your target accounts, so that you can customize and pitch your value prepositions at the most suitable time
• Right channel: Choosing appropriate marketing channel is also essential, say if your named targets is likely to attend a particular tradeshow or looking for some solutions online, so accordingly you can allocate your budget and efforts

What kind of information will you need for effective ABM?

• Company level information or firmographic data that matches your existing database or best organizational fit
• Contact level information to identify and engage relevant buyers to influencers with target accounts
• Accurate and timely named accounts intelligence like trends, industry happenings, trigger events, organizational developments, etc.