Fuel for Account-Based Marketing (ABM) Programs

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Fuel for Account-Based Marketing (ABM) Programs

With large customers, complex value propositions, and long sales cycles, technology companies are ideal candidates for Account-Based Marketing (ABM). LeadBridge provides the tools to ensure the success of ABM and other strategic account programs.

WHAT IS ABM?

Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization treats an individual prospect or customer account as a “market of one.” According to b-to-b research and advisory firm SiriusDecisions, “Account-based marketing (ABM) identifies insights, integrated marketing initiatives and sales alignment requirements to deliver and measure impact with target groups of customers and prospects. ABM looks at the entire customer lifecycle, including insights and advocacy, to support better execution and revenue outcomes.”

HOW DO YOU START AN ABM PROGRAM?

Companies looking to get started with ABM can partner with thought leaders such as Boston-based ITSMA, a member community that helps marketing organizations expand their knowledge, skills, and impact. ITSMA’s ABM Practice has developed an industry-leading comprehensive portfolio of ABM services including ABM program design, implementation, campaign creation, and measurement. Considered one of the founding fathers of ABM, ITSMA believes ABM “provides a vital strategy for companies that want to create sustainable growth and profitability within their most important client accounts. ABM focuses explicitly on individual client accounts and their needs.”

WHAT IS ACCOUNT PROFILING, AND WHY IS IT ESSENTIAL TO ABM?

According to ITSMA, “the key to ABM is to develop a thorough understanding of your target accounts and what matters to them. These insights help you craft marketing messaging that resonates better, and drive more sales with prospects and customers.” One of the best ways to obtain these insights is through account profiling. Account profiling involves using primary and secondary research methods to gather information on top customer accounts, such as their business and IT imperatives, key executives, and market position. This highly targeted account research helps you understand what key business issues your prospects are facing and, more importantly, the potential fit for your company’s products and services.

SO WHERE DOES LEADBRIDGE FIT IN?

LeadBridge® Reports are the industry standard for account profiles, relied upon by leading technology sales and marketing organizations for key insights and analysis on their top customers since 2006. Our research methodologies are time tested and proven to help build sales pipeline and fuel ABM programs.

The Vice President of Field Marketing at software giant SAP recently wrote “companies such as LeadBridge” are critical in delivering the “industry trends, strategic priorities, executive profiles and contact information” that is essential to achieving sustainable account growth. ITSMA Vice President and ABM Practice Co-Lead, agrees: “The combination of primary and secondary research is ideal for ABM. ABM requires an in-depth understanding of a client and the market(s) in which client conducts business. Here at ITSMA we have been using and recommending LeadBridge to our ABM clients to create these profiles.”

SUMMARY

Account-based marketing is a strategic approach to building deeper client relationships that lead to sustainable growth and profitability. LeadBridge® Reports account profiles tell you what your customers are thinking, so that your message will matter to your prospects.

Rick Catino is the Founder and CEO of LeadBridge. For more information about LeadBridge and how we help clients implement successful ABM programs, please contact sales@leadbridgepartners.com.

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