Skip to content
Bython Media Logo
  • HOME
  • SOLUTIONS
    • Demand Generation
    • Content Syndication
    • Account Based Marketing
  • PORTFOLIO
  • RESOURCES
  • BLOG
  • CONTACT US
How to Plan Your Buyer’s Journey with Account-Based Marketing

How to Plan Your Buyer’s Journey with Account-Based Marketing

In B2B companies, account-based marketing (ABM) represents a major shift away from pure lead generation across all companies to lead generation and ongoing nurturing specifically targeted to a named set of accounts that the sales department is also targeting.

Strategic marketing relies heavily on account-based marketing because this allows marketers to identify who the people within a company are so they can provide them with high-quality content and opportunities for appropriate interactions based on where they are in their customer journey.

It is not enough just to know the names and titles of buyers in an account to serve them effectively. To do this, marketing and sales need to create persona-based buyer’s journey maps and plan their actions accordingly, according to the buyer’s journey.

Without insight into the buyer’s journey, ABM becomes nothing more than lead generation, which reduces the ability of marketing to support sales.

What is ABM?

With ABM, you target specific accounts and their stakeholders through a highly targeted marketing and sales approach. ABM is meant to address long B2B sales cycles, which average more than three months for mid-market companies and can be much longer for enterprises. The ABM team develops a complete marketing strategy for each account so that companies can land higher-value, multi-decision-maker accounts.

Most often, high-value content is discussed in the context of inbound marketing, but it has a key role to play in account-based marketing as well. ABM focuses on nurturing pre-targeted leads and addressing their biggest concerns throughout the sales process, rather than attracting prospects over time via inbound marketing.

The purpose of account-based marketing is to identify the prospects most likely to become customers. By using less time on prospects with little value and low conversion potential, you can spend less time on your most valuable prospects.

Furthermore, your sales and marketing teams can align their time and work on the accounts and prospects that are more likely to yield an ROI.

Account Based Marketing Tactics

ABM strategies appeal to specific buyer personas and engage them throughout their journeys to generate quality leads and move them further down the funnel to the sales team, where they will convert. If done well, it’s an efficient partnership that provides a high return on investment.

ABM strategies that focus on identifying and moving buyers through their journey are the most effective. Data-backed answers to these questions are key to understanding your buyers.

  • Who are your customers?
  • How can they best connect with your content or experiences?
  • When is the best time to engage them?
  • How should you engage them?
  • What does success look like to you?

The Buying Journey of a Customer

1.Segmentation
As every marketer knows, segmentation is a powerful way to target the right buyer for a campaign. In addition to demographics, segmentation has other dimensions. The foundation is to know your buyers – their demographics and their firmographics.

2.Attraction
You have to entice your target accounts into your funnel once you’ve identified them. Knowing that many buyers conduct extensive research before they contact a business indicates that you have done your research – and you have.

3.Engagement
An ABM strategy that drives engagement is characterized by the use of personalization because it is persona-driven. You need to deliver a delightful and customized digital experience to capture and keep your buyer’s attention after they do their research and are ready for a touchpoint with your company’s digital channels.

4.Conversion
The entire point of ABM is to align sales and marketing teams around a unified conversion goal. To complete a buyer’s journey, a marketing team must provide sales with relevant information about prospects.To move the buyer through the buyer’s journey from awareness to consideration, the marketing team will have used tactics like segmentation and predictive analytics, attraction and personalization, to move the buyer to the point where they are ready to engage with sales.

5.Measurement
It is a fast-paced and competitive world for marketers and sellers. In terms of revenue, your program’s ROI needs to be demonstrated quickly. In other words, you need to set measurable and realistic goals so that you can see quickly what’s working and what’s not and adjust your tactics as necessary.

Final Thoughts

To be successful, ABM initiatives require alignment between marketing and sales teams on who the target audience is, how they buy, and how/when each team engages with buyers. Making this happen requires the development of buyer journey maps.

As marketing refocuses its efforts on accounts rather than individuals and collaborates with sales to create buyer journey maps, it ensures alignment on account audiences and its level of interactions with leads at each stage of the buyer’s journey.

Schedule A Call

Recent Articles on
Demand Generation

  • Demand Generation Strategies
    Demand Generation Strategies
    Demand Generation

Demand Generation Strategies

  • Using Demand Generation
    Using Demand Generation
    Demand Generation

Using Demand Generation

  • Article on b2b advertising failure
    7 Reasons B2B Advertisements Fail
    Demand Generation

7 Reasons B2B Advertisements Fail

Top Services:

Account Based Marketing

Account Based Marketing Our Account-based marketing uses highly targeted campaigns to help you close target accounts

Demand Generation

Demand Generation Demand generation is a multi-step process that brings in elements of education and brand storytelling.

Content Syndication

Content Syndication Content syndication is an effective way to share valuable and relevant content to new audiences

Let’s discuss your company’s needs and find the Bython Media services that are the right solution for your business.

Schedule A Call
Paul Welch2022-05-20T20:45:08+00:00

Related Posts

  • 5 Account Based Marketing Strategies
    5 Account Based Marketing Strategies
  • 5 Ways to Use Video in Your Account Based Marketing Campaigns
    5 Ways to Use Video in Your Account Based Marketing Campaigns
  • What You Need to Know About Market Research
    What You Need to Know About Market Research
  • Effective Lead Nurturing Tactics to Boost Your Sales
    Effective Lead Nurturing Tactics to Boost Your Sales

8668 John Hickman Parkway,
Suite 1004,
Frisco, TX 75034
+1 (214) 295-7705

Services

  • Demand Generation
  • Content Syndication
  • Account Based Marketing

Resources

  • About Us
  • Careers
  • Blog
  • Resource Center
  • Portfolio
Copyright 2022 | All Rights Reserved | Bython Media | Terms of Use | Privacy Policy | Cookies Notice
FacebookLinkedIn
Page load link
Manage Cookie Consent
To provide the best experiences, we use technologies like cookies to store and/or access device information. Consenting to these technologies will allow us to process data such as browsing behavior or unique IDs on this site. Not consenting or withdrawing consent, may adversely affect certain features and functions.
Functional Always active
The technical storage or access is strictly necessary for the legitimate purpose of enabling the use of a specific service explicitly requested by the subscriber or user, or for the sole purpose of carrying out the transmission of a communication over an electronic communications network.
Preferences
The technical storage or access is necessary for the legitimate purpose of storing preferences that are not requested by the subscriber or user.
Statistics
The technical storage or access that is used exclusively for statistical purposes. The technical storage or access that is used exclusively for anonymous statistical purposes. Without a subpoena, voluntary compliance on the part of your Internet Service Provider, or additional records from a third party, information stored or retrieved for this purpose alone cannot usually be used to identify you.
Marketing
The technical storage or access is required to create user profiles to send advertising, or to track the user on a website or across several websites for similar marketing purposes.
Manage options Manage services Manage vendors Read more about these purposes
View preferences
{title} {title} {title}
Go to Top