Account-based marketing ensures that a company’s marketing and sales teams are completely in sync to streamline project goals and keep collaboration at its peak for success. To maximize engagement inside particular accounts, an Account Based Marketing Manager is in charge of implementing and carrying out Account Based Marketing (ABM). In addition to working with account management teams to ensure that current accounts are being effectively managed, these people research target accounts to find new opportunities.
What does an Account Based Marketing Manager usually do?
1. Determine the Target Accounts
You must first identify your ABM target accounts to reach out to them and engage them. Next, the research will be done to identify high-value accounts to target, and time will also be spent creating growth strategies based on what is learned. Finally, they’ll ensure marketing initiatives align with the planned procedure and ultimately translate plans for the sales staff to carry out.
2. Account relationships are crucial
In addition to directing these account plans, account-based marketing managers create particular ABM KPIs to assess the effectiveness of ongoing initiatives. Account Based Marketing Managers will consider how much time is spent on these high-value accounts using their strategic knowledge. Their objective is to grow their business by keeping valued customers longer by developing reliable connections within target accounts.
3. Inbound marketing vs account-based marketing
Inbound marketing, which helps to draw in high-value accounts, is the cornerstone of a solid ABM approach, according to HubSpot. ABM, however, enhances inbound marketing by enabling the efficient and focused deployment of resources to high-value accounts. ABM then speeds up the flywheel to increase the chance of capturing individual performances with satisfied customers.
Important Objectives for an Account-Based Marketing Manager:
- Target Account Reach
- Customer lifetime value
- Cross-sells & upsells
- Revenue growth
- Relationship growth
- Sales Velocity
- Percent Referred Customers
- Net Promoter Score
Personalized advertising and account-based marketing
Account based marketing starts with creating functional segments, followed by identifying marketing initiatives that can be tailored to those segments on the channels that will have the most significant influence on them (events, website and email). The strategy of each organization will use a unique combination of methods. Your design for pursuing a given client will be influenced by its unique characteristics, proper segmentation, and appropriate marketing channels. It would help if you focused your ABM initiatives on the target groups that will be most beneficial to your company.
The ability to precisely adjust a website’s creativity and messaging to your target accounts makes website customization a vital component of an ABM approach. Website personalization allows you to alter how users interact with your site once they arrive, much like how offsite marketing campaigns are personalized for each client. To identify anonymous site visitors, web personalization for ABM uses firm graphic data, which is often obtained by reverse IP search, first-party or third-party data.
For example, to offer a customized web experience, the visitor’s company might be determined and compared to your target account list. The messaging, visuals, calls-to-action, and social proof of a website can all be customized through account-based customization.
The Account Based Marketing Manager will be able to create and implement target account strategies to aid in account-based selling. They will also make sure that current clients are receiving excellent service.