Account based marketing

ACCOUNT BASED MARKETING

Account based marketing – or ABM – is a strategic marketing approach that allows you to target only the companies that matter most to you, with messages and content that is tailored just for them. This maximises the impact your communications will have on your target accounts whilst preventing your competitors seeing what you are up to.

HERE’S HOW WE DO IT

As a marketing agency focusing on tech startups, we recognise that there are a number of ways to implement an account based marketing programme and a wide range of technology solutions to choose from. This is the planning framework we use to help establish the best options.

planning FRAMEWORK

julia-payne-co-founder-incisive-edge

The right model for you will depend on the number of accounts you want to target and the extent to which you would like to tailor and personalise content – whether that be at the sector, account or individual level.

incisive-edge-account-based-marketing-planning framework

our PROCESS

1. STRATEGY

  • Account selection
  • Research and insights
  • Buyer personas

2. CONTENT

  • Messaging platform
  • Content creation
  • Campaign playbook

3. IMPLEMENTATION

  • Fast-track delivery
  • Sales follow-up
  • Phased roll-out

4. OPTIMISATION

  • Reporting framework
  • Performance measurement
  • Campaign optimisation

Whatever kind of ABM programme is right for you, we always go through the same four-step process.

Seeing things from your customer’s point-of-view is crucial for account-based marketing and this is where our strategic approach comes into its own.

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campaign EXECUTION

Finding the right mix of content, channels, touch-points and tactics will depend on the objectives, budgets and success metrics

Content | Email | Paid Media | Website | Search | Social


SALES & MARKETING ALIGNMENT

Whether the account-based marketing programme is executed by the sales team or by the marketing department, it’s important that both groups are fully involved in the goal setting and planning stages

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WHY YOU MIGHT WANT TO TRY ACCOUNT BASED MARKETING

1.

GREATER IMPACT

Tailor messages to the needs of individual accounts for deeper engagement.

2.

SHORTER SALES CYCLE

Focus solely on the accounts that are most likely to convert.

3.

BETTER USE OF RESOURCES

Deploy resources on key accounts to drive the most revenue.

FREE CONSULTATION

We’d love to share our experience with you and offer some strategic advice and recommendations – based on your goals and challenges. Simply complete the form below and book your consultation with one of our tech marketing experts.

OUR DISCIPLINES

inbound marketing

INBOUND MARKETING

Tailoring cost-effective marketing programmes
that deliver results

 

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content based marketing

CONTENT MARKETING

Providing relevant content to attract, engage
and convert your target audience

 

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OUR DISCIPLINES

inbound marketing

INBOUND MARKETING

Tailoring cost-effective marketing programmes
that deliver results

 

LEARN MORE

content based marketing

CONTENT MARKETING

Providing relevant content to attract, engage
and convert your target audience

 

LEARN MORE

OUR EXPERTISE

Account based marketing for ambitious tech startups

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