Account-based Marketing: Everyone is NOT your customer

As marketers, aren’t we all guilty of sending out mass marketing messages to prospects and customers? Even though we are fully informed that the more personalised and targeted our campaigns, the better they perform. Whether intentional or unintentional- this is called spray and pray marketing- a gross generalising mistake made by the majority of marketers alike. Pushing out generic messages in the hopes that they resonate with a small percentage of an audience that will eventually go on to make a purchase and become customers- does not work out anymore. This type of interruptive marketing fails to generate a steady flow of revenue in the long run because not everyone is a right fit for your product.

If you keep selling your product or service to a customer who isn’t the right fit, it won’t take them long before they realise this and leave. So, it makes no sense for you to keep investing your sales and marketing efforts to sell to a customer who will leave within a short span of time. Instead, your resources should be focussed on attracting, nurturing and selling to prospects who are a right fit for your products and by “focussed”, I mean laser-focussed. Instead of one message to a global audience, it should be one message to a specific audience. This is where account based marketing comes into the picture.

In a nutshell, account-based marketing uses personalised strategies to bridge the sales and marketing gap. It targets specific businesses in a bid to engage with key decision makers and then builds on that relationship to open up new sales opportunities and influence purchase decisions of the targeted buyers. This is so much more efficient than launching a broad marketing campaign that attracts thousands in an attempt to nurture only the few that express their interest. Essentially, account-based marketing flips the traditional sales and marketing funnel upside down. Complicated as it sounds, you can outsource this process to an account based marketing agency to streamline your business and focus on other important aspects of it that can drive revenue.

Account based marketing services align your sales and marketing efforts, generate a higher ROI and increase business revenue. Realistically, the investment made in account-based marketing delivers either the same ROI, somewhat higher or significantly higher returns when compared to other marketing initiatives. This makes it a zero-waste strategy!

The goal is to deliver highly personalized and relevant campaigns to the target audience, to secure more leads, eventually increasing your deal size, which isn’t something that happens overnight. In David Ogilvy’s words- “Don’t count the people you reach; reach the people that count.”- and that is the essence of account-based marketing.

Blog Link Resource:-

https://oxpermission.blogspot.com/2021/02/account-based-marketing-services.html