How does ABM work?

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Have you ever had difficulty identifying really qualified leads to initiate a sales contact? Or even how to communicate with them?

In practice, the ABM strategy appears to assist in this process.

By adopting targeted action, it is possible to esta Chinese Overseas Asia Number Data blish clearer criteria to find, relate and retain these accounts. After all, it is possible to understand what they expect from your business.

Consequently, there is a reduction in the risk of the campaign reaching companies that are not qualified to progress in the purchasing journey.

Considering the necessary specification for strategies and relationships, ABM is more aimed at complex and B2B sales.

However, this does not mean that the concept, after due adjustments, cannot be applied in the B2C market (as long as it involves a complex process).

To properly take advantage of Account Based Marketing , it is essential to pay attention to some aspects, the main ones being:

Definition of target accounts;
Qualified segmentation of accounts;
Specific alignment for strategies.
Importance of setting the ICP correctly
As you can see, correct segmentation is crucial to the success of an ABM strategy.

Therefore, for a qualified sale to occur, having a well-defined ICP is essential.

This is because it is the ICP that specifies the characteristics that ideal accounts must meet to be achieved by certain campaigns.

How to put it into practice?
Now that you know what it is and the basis of the strategy, the time has come to apply Account Based Marketing.

Initially, you need to identify whether your business really fits the strategy profile. Therefore, pay attention to aspects such as:

It involves relationships with several decision makers;
Presents high average ticket transactions;
It has a long sales cycle and long-term partnerships;
It demands a clear definition of potential customers.
If this is your situation, ABM was designed to help you. After all, it is an advanced marketing strategy for capturing and retaining accounts.

After identifying your company's profile and the possibility of applying ABM, invest in the action with the following step by step:



Set goals and reinforce them with teams
The first step to any successful strategy is to be clear about your objectives.

Furthermore, it is necessary to decide which steps make up the goal, as well as outline ways to measure the results. This is where metrics and KPIs (performance indicators) come in.

After all, it is through these indicators that you can evaluate which ABM strategies are bringing results.

After establishing the campaigns, profiles and objectives, reinforce the guidelines with the teams.

This is important so that everyone is aligned towards the same goal and is aware of the personas they should relate to.