Account-Based Marketing Consulting
The majority of companies with a business to business (B2B) sales model possess a lengthy list of accounts including current customers and prospective customers with a higher revenue opportunity than others. Management of these accounts requires a strategic approach to address their drawn-out sales cycles, organizational structure, and complexities of their decision-making process.
Account-based marketing allows you to ease the burden on your sales team while simultaneously shortening your sales cycle. Account-based marketing connects you with your high-value account using personalized and relevant content, both face-to-face and digitally. Modern marketing technologies put the information your contacts need to make a purchasing decision, directly in their hands, exactly when they need it.
Growth-oriented B2B organizations maximize their profit potential by embracing our four-step account-based marketing process. Ignitium's team of account-based marketing consultants developed these processes by leveraging industry-established best practices to help you meet and exceed your organizational goals.
1. STRATEGY
Account-based marketing requires a broad engagement and a long-term approach. For this reason, it is imperative that the client's objectives are aligned to ensure a strategic fit with the appropriate technology and overall marketing plan. Scenarios suitable for application of account-based marketing strategy include pipeline acceleration, engaging and nurturing new accounts, product implementation or adoption, upselling and cross-selling opportunities, and building brand awareness. Account-based marketing success is highly correlated with organizations that have prioritized a list of manageable accounts, including a large number of stakeholders as contacts, with a long sales cycles and large order values.
2. CONTENT
The differentiating factor between account-based marketing content and traditional content is the strategic focus on the account and the roles of its personas. Traditional marketing content is customized around one persona instead of an account and its contacts, so repurposing it for ABM is not advised. Rather than taking one persona's perspective into account, ABM content strategically aligns with the account's needs and corporate processes to deliver personalized and relevant information to help each stakeholder progress along in the buyer's journey. ABM content comes in many forms including blogs, videos, infographics, eBooks, and whitepapers. Ignitium matches your content needs with a uniquely composed ABM content team that's guaranteed to produce the highest-quality content in-house.
3. DISTRIBUTION
Customizing the channels and mechanisms for delivery of your ABM content is what sets account-based marketing apart from traditional marketing. Ignitium partners with leading ABM vendors to distribute your content in the most cost-efficient way possible. We leverage custom content, technology, and industry relationships to reach all the influencers and decision makers within the high-value accounts that you aim to close. Throughout the entire distribution process, we mentor your team on current social media strategies, how to maximize the utility of marketing technologies, and recycling content for redistribution.
4. ANALYSIS
Keeping an eye on the performance of your account-based marketing strategy is critical to success. Responses to your content provide insight on areas for optimization and aids in the prioritization of your high-value accounts. Maintaining a pulse on your campaigns helps you position yourself appropriately to align with where your accounts are at in their buyer's journey. Ignitium aims to measure success in terms of revenue from closed sales. However, due to the lengthy sales cycles of most enterprise organizations, we have developed additional tools to analyze each account accurately before winning a closed deal. With these metrics, your leadership will have a 360-degree view of your account-based marketing success.
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