ACCOUNT BASED MARKETING
Unlocking Success, One Account at a Time: Tailored Strategies for Your Key Clients
WHAT IS ACCOUNT BASED MARKETING?
Account-Based Marketing (ABM) is a strategic marketing approach that focuses on identifying and targeting high-value accounts and leads instead of casting a wide net to reach a broad audience.
Following an ABM strategy, sales and marketing teams collaborate to create highly personalized and tailored marketing campaigns for select groups of target accounts. The goal is to establish meaningful relationships, drive engagement, and ultimately convert these key accounts into long-term, high-value customers.
KEVIN ENGLAND IS AN ABM THOUGHT LEADER
Kevin England is the founder & CEO of Vonazon – an internationally acclaimed digital marketing & sales agency specializing in Elite HubSpot support. Kevin founded his first company, the IT Group, at the age of 19, which he sold to Gateway Inc. Amidst the 2008 recession, Kevin founded Vonazon, defying economic odds by building one of the most successful marketing agencies in the nation. Kevin’s specialization in Account-Based Marketing (ABM) is a cornerstone of Vonazon’s success – as well as the success of hundreds of companies that Kevin has consulted. His commitment to delivering results through tailored ABM strategies has solidified his reputation as a go-to expert in the field. Kevin is passionate about offering clients unparalleled ABM solutions that drive measurable and sustainable growth while taking their business to the next level.
WATCH KEVIN ENGLAND'S ACCOUNT BASED MARKETING PRESENTATION AT HUBSPOT INBOUND 2023
WHY ACCOUNT BASED MARKETING IS NECESSARY FOR SUCCESS
Account-Based Marketing is imperative in today’s marketing landscape for several key reasons. ABM offers hyper-personalization, enabling businesses to create highly personalized campaigns that resonate deeply with target accounts, thereby increasing conversion. It focuses on precise targeting, directing resources exclusively toward high-value accounts and optimizing ROI. ABM promotes alignment between marketing and sales teams, streamlining customer acquisition and shortening sales cycles. Additionally, it prioritizes long-term relationship building, providing a competitive edge by positioning brands as strategic partners. ABM delivers measurable results, adapts to various industries, leverages technology and data-driven insights, and prioritizes a customer-centric approach, making it a critical strategy for modern marketing success.
TARGET HIGH-VALUE ACCOUNT
INCREASE CONVERSION RATES
BUILD MEANINGFUL RELATIONSHIPS
GAIN VALUABLE INSIGHTS
OPTIMIZE ROI
ACCOUNT BASED MARKETING AUTOMATION
Utilizing marketing automation platforms such as HubSpot and Marketo helps streamline the entire ABM process, ensuring that your efforts are strategic, data-driven, highly targeted, and effective.
Efficiency:
By focusing your efforts on a select group of high-value accounts, ABM eliminates the need for casting a wide net and sifting through unqualified leads. This precision allows your marketing and sales teams to operate with maximum efficiency.
Scalability:
Scaling your business with a personal touch is challenging, but ABM offers a solution. It helps expand your reach while maintaining quality interactions through data-driven insights and personalized content, making customers feel individually cared for.
Personalization at Scale:
Customize your messaging, content, and interactions at scale, ensuring that each account receives relevant content tailored to their specific needs and interests.
Tracking & Analytics:
Measure the effectiveness of your campaigns, identify which accounts are most engaged, and make data-driven decisions to fine tune your strategy.
Alignment of Sales & Marketing:
Marketing automation aligns marketing and sales teams to target and convert key accounts effectively. CRM systems like HubSpot facilitate seamless information flow, enhancing collaboration and efficiency.
Consistency in Messaging:
Maintaining consistent messaging is crucial in ABM and marketing automation tools help ensure that all communication through email, social media, landing pages, and all other channels adhere to the messaging strategy.
Lead Tracking and Attribution:
Track the entire journey of a lead, from initial contact to conversion to better understand which touchpoints and strategies are most effective.
Content Delivery & Scheduling:
Schedule content and outreach at optimal times to deliver the right message to the right account when they are most likely to engage with it.
ACCOUNT BASED MARKETING AUTOMATION
Utilizing marketing automation platforms such as HubSpot and Marketo helps streamline the entire ABM process, ensuring that your efforts are strategic, data-driven, highly targeted, and effective.
Marketing automation tools help streamline and scale your efforts by allowing you to execute personalized marketing campaigns for multiple accounts simultaneously.
Customize your messaging, content, and interactions at scale, ensuring that each account receives relevant content tailored to their specific needs and interests.
Measure the effectiveness of your campaigns, identify which accounts are most engaged, and make data-driven decisions to fine tune your strategy.
Marketing automation fosters collaboration between the marketing and sales teams by ensuring both teams are working in harmony to target, engage, and convert key accounts. Robust Customer Relationship Management (CRM) systems such as HubSpot create a seamless flow of information between the two departments.
Maintaining consistent messaging is crucial in ABM and marketing automation tools help ensure that all communication through email, social media, landing pages, and all other channels adhere to the messaging strategy.
Track the entire journey of a lead, from initial contact to conversion to better understand which touchpoints and strategies are most effective.
Schedule content and outreach at optimal times to deliver the right message to the right account when they are most likely to engage with it.
FREE ACCOUNT BASED MARKETING GUIDEBOOK
Discover how to identify high value accounts, craft effective personalized marketing strategies, nurture key accounts, and launch your business to new heights with our free account based marketing eBook!
ACCOUNT BASED MARKETING VS. INBOUND MARKETING
Account-Based Marketing (ABM) and Inbound Marketing are both powerful strategies for reaching and engaging your target audience, but they differ in their approach and focus.
ACCOUNT BASED MARKETING (ABM)
Targeting: ABM is highly focused and involves targeting a select group of high-value accounts or businesses. It's about quality over quantity. Personalization: ABM is all about delivering highly personalized content and experiences to each target account. The messaging, content, and outreach are tailored to the specific needs and challenges of each account. Account-Centric: ABM takes an account-centric approach, where marketing and sales teams collaborate closely to create campaigns that resonate with the target accounts. Sales-Driven: ABM is often sales-driven, with marketing supporting the sales team to reach and engage key accounts.
INBOUND MARKETING
Wide Net Approach: ABM is highly focused and involves targeting a select group of high-value accounts or businesses. It's about quality over quantity. Content-Centric: Inbound marketing revolves around creating valuable and informative content that naturally draws people to your brand. Lead Nurturing: Focus is centered around nurturing leads as they progress through the buyer's journey. It's about providing the right content at the right time to educate and guide potential customers. Marketing-Led: Inbound marketing is typically led by the marketing team. It involves strategies like content marketing, SEO, and social media to attract and engage a wide audience.
WHICH IS RIGHT FOR YOUR BUSINESS?
The choice between account based marketing and inbound marketing depends on your business goals, target audience, and available resources. Schedule a free consultation with the experts at Vonazon so we can get to know your business and help draft the best roadmap towards success.
ACCOUNT BASED MARKETING RESOURCE LIBRARY
Our expert team has created valuable resources to help you supercharge your account based marketing efforts. Use our free library of blogs, eBooks, templates, videos, and more to discover key strategies, expand your knowledge, and elevate your marketing performance.
WHY TRUST VONAZON TO HANDLE YOUR ACCOUNT BASED MARKETING?
Our expert team possesses a deep understanding of the intricacies of account based marketing. We specialize in crafting highly personalized strategies that resonate with your target accounts and convert them into loyal customers. We excel in the selection of key accounts, content creation, and multi-channel engagement to maximize your reach and conversions.
We share all analytics and reporting with your team to ensure you have full visibility into the performance of your ABM campaigns while collaborating closely with your sales team to maintain seamless alignment with your business goals. Whether you’re looking for scalability, adaptability, or a long-term solution, we are committed to your success.
We know you have a lot of choices when working with a marketing agency. It’s our responsibility to ensure you’re successful, and we take that seriously. Marketing isn’t just our job; it’s our passion.
BRIAN GARVEY
VP of the Solutions Partner Program, HubSpot
Michael Hurley
VP of the Solutions Partner Program, HubSpot
ROSALIE PETERSON
Higher Education
Schedule a FREE 30-minute consultation to discover exactly how Vonazon can help your business target key accounts, improve lead generation, increase revenue, expand your reach, and optimize your ROI.
