Understand everything about ABM

Have you ever had trouble generating qualified leads or completing the buying journey?

If the answer is yes , you’re not alone. In this post, we’ll show you step by step how to develop a strategy focused on your ICP (Ideal Customer Profile) as they go through each stage of their journey.

To do this, it is necessary to put into practice the concepts of ABM or account-based marketing. Check out this article that Hawk has prepared for you.

What is Account Based Marketing or ABM?

It may sound like another buzzword but the translation is to focus your strategies on pre-defined accounts, choose who your potential customers are and then launch campaigns to attract and engage them.

In short, it would be starting with a prospecting list of ideal customer profiles and working on it in parallel with your Inbound Marketing strategy.

Difference between Account Based Marketing and Inbound Marketing

Let’s say I’m going luxembourg phone number list fishing and I’m fishing with a hook. I identify consumers (fish) who might be interested in my company. I throw the bait and wait. In the case of Inbound, the temptation is an offer that manages interest.

Once a lead is generated, it can move to the middle and bottom of the funnel. Many potential customers may not yet be qualified and are not moving through the sales funnel. For example, it could be a boot caught on a hook

Now, in ABM, the analogy would be spearfishing, catching the fish directly and being more precise when calling several interested parties to the hook.

At ABM, we investigate potential customer accounts before launching any marketing campaign to influence them only. This reduces the risk of your campaign being shown as non-compliant. The big determine email frequency advantage is that all potential customers have already been filtered and selected.

Identify and assign accounts

Before configuring the framework you need to define who your ICP (Ideal Customer Profile) is.

Perform an analysis within your base to find out who your best customers are, those with the best engagement, who are familiar with the features of your service or product, and who would recommend your company to friends and associates based on an NPS (Net Promoter Score).

NPS is a customer taiwan lists satisfaction measure that asks the question, “On a scale of 0 to 10, how likely are you to recommend our company to your friends? How many?” Based on your business experience, think about what type of company or individual would be your ideal customer. Who would be the best customers for you to sell to?

The ideal customer exercise applies to both B2B businesses (companies that sell to other businesses) and B2C businesses (companies that sell to end customers). When we talk about building an ICP for B2B, we think about companies and business information.

Let’s choose the accounts you want to attract and prospect.

How to generate a shopping list for ABM

The account creation strategy is based on a predefined segmentation. You can choose from a list, but it is always good to check if it is in line with your ICP, if you are not already a customer, if you are already in negotiations, etc.