How to speed maintains the lead with Account-Based Marketing (ABM)

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ABM creating "one market" based on a particular account, which allows you to make your marketing efforts are very specific and personal

B2B sales cycle can be a long journey with many twists and turns in the road. For example, when you sell a complex service or software that will have some impact in the business process, you need to be patient and attentive in your lead nurturing process.


However, here I would like to talk about one of the powerful approach to give your lead nurturing strategies extra fuel and drive the conversion faster. It is focused on Account-based marketing (ABM), an approach that has become increasingly popular in B2B organizations over the last few years.


In his article Smart Insights, Adrian O'Gara ABM defined as: "a strategic approach that coordinates the personalized sales and marketing efforts, to a specific target accounts for new business and create a deeper connection and more widely with existing customers" Basically , ABM creating "one market" based on a particular account, which allows you to make your marketing efforts are very specific and personal.

Read Also:- Why you should add a newsletter in your marketing strategy?



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In this article, I will take you through the three key aspects of ABM which makes for faster lead nurturing process:


Personalization using the Ideal Customer Profiles (ICPs)

The integration of the sales and marketing process

content customization

Although ABM is often used by the company is targeting an annual high value contracts (ACV) accounts, these principles can be adapted to a variety of B2B model. It's all about knowing your ideal customers better.


1. Personalize with Ideal Customer Profile (ICPs)

The main strategy to generate higher quality leads


A huge 60% of marketers say that personalized marketing efforts is a key strategy to generate higher quality leads. To achieve greater personalization, marketers often use the concept of buyer personas - fictional representation of the perfect customer, created using data and educated guesses.

Well, ICPs took this idea to the next level and replace guessing with scientific iterative testing approach. You make a hypothesis ICP based on the best existing customers and then you run an experiment to validate the hypothesis ICP.

By identifying common traits in the best customers today, you can go to their segments and build a list of similar companies with the target. This task then makes ABM campaign focus for each of these businesses, taking into account the key decision makers and their pain points.

While you're running a campaign, you'll collect and measure data to determine whether your ICP hypothesis is accurate, and once you have the end result of this will inform the next steps.

So ABM campaign that uses a naturally ICPs will be deducted from your lead nurturing process because you will not waste time and resources to focus on buyer personas that do not reflect reality. Instead, you will create an intense campaign personally for most of the relevant target company by ICP hypothesis scientifically tested.

2. Integration of sales and marketing

Leading parenting becomes more time-consuming (and more expensive) when there is inadequate communication between marketing and sales departments. In fact, it is estimated that the misalignment between the department of business costs more than $ 1 trillion per year.

ABM stands as one of the rare approach to solve Digital Marketing Company in Bath  this problem. This is because it requires the formation of a special ABM team, which includes representatives from both marketing and sales.

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