Should your business be using Account Based Marketing?

Find out if your business should be using account based marketing to increase your sales growth and win those big contracts.

 

We have already answered the questions, what is account based marketing. We have shared our top tactics for account marketing strategies, and we have discussed how to get started on an account based marketing campaign. But the next question is should your business be using account based marketing and why?

Who should be using account based marketing?

The quick answer is that any company can use account based marketing to grow their company. But that doesn’t mean it is right for every company.

There are several different factors to consider before deciding if it is best for your business. We cover all the important questions to ask yourself before embarking on account based marketing.

Do you have a clear idea of the targets you want to focus on?

Account based marketing is all about narrowing your targets down to a few who you will be directly aiming at rather than casting your net wide.

To implement account based marketing, you need to be able to pinpoint who your exact target buyers would be and who would bring most value to your company.

If you are a new business this may be difficult so account based marketing may not be right for you at the moment.

Extra time and resources required

Account based marketing can be quite demanding as it requires extra time and resources. However, according to an ITSMA report, 87% of marketers stated that account based marketing outperforms better than any other marketing initiative.  

This shows that the extra attention it requires is often worth it.

You need to ensure that not only does your company have the resources to support the account based marketing campaign, but that they have the time to spare for such tasks as research, which is a vital part.

However, if you don’t have the extra time or resources to spare but you still want to use account based marketing, you could consider hiring a marketing agency to support you in this.

Synchronisation is key

For your account based marketing to be successful your sales and marketing team need to be aligned and synched.

Both sides need to work closely together and if they can’t or aren’t prepared to do this then your account based marketing campaign may not succeed.

There are many other factors to take in before thinking about implementing account based marketing into your strategies.

We always recommend involving your stakeholders or senior members to support the campaign as this can be much more demanding, both financially and resource wise so you may need some extra backing from them.

Account based marketing can open you up to a whole new level of marketing. Is there one big “whale” you have been hunting down? This is the perfect way catch them and be one step ahead of your competitors.

If you have read through our articles and have any questions or even would like some extra support on your account based marketing campaign, contact us today.

We can help in any area you need that extra bit of support in from content writing to campaign management. With a team of experts on hand to answer any questions you may have, find out how we can help you.