{"id":45056,"date":"2022-07-12T12:00:32","date_gmt":"2022-07-12T19:00:32","guid":{"rendered":"https:\/\/www.clearvoice.com\/resources\/how-account-based-marketing-helps-you-get-better-clients\/"},"modified":"2025-01-21T08:20:15","modified_gmt":"2025-01-21T15:20:15","slug":"account-based-marketing","status":"publish","type":"post","link":"https:\/\/www.clearvoice.com\/resources\/account-based-marketing\/","title":{"rendered":"Account-Based Marketing"},"content":{"rendered":"

There’s an argument to be made that your content strategy’s success hinges on your level of focus. How would you describe yours \u2014 broad or narrow?<\/p>\n

We ask because as marketing strategies continue to evolve, one of the most significant emerging trends has been account-based marketing (ABM).<\/p>\n

At first glance, ABM may seem like more work than you’re used to. But the potential rewards justify the investment. Once implemented, it can be a game changer for businesses seeking tailored engagement and increased ROI.<\/p>\n

\"What<\/p>\n

What Exactly is Account-Based Marketing (ABM)?<\/h2>\n

Account-based marketing is an approach where the sales and marketing teams work together to define, identify, engage, and sell to a highly targeted set of client accounts. It harnesses the talent of both departments, aiming to get high-value accounts that add significantly more to the revenue stream.<\/p>\n

In ABM, the sales team gives input on who they want to sell to, and the marketing team creates personalized assets that speak directly to this audience. Marketing can also give input into what they\u2019ve seen from their research or data-collection efforts to help narrow down better prospects. It\u2019s a mutual partnership that, when executed well, uses existing resources efficiently and fruitfully.<\/p>\n

Because both departments often have to meet sales goals to retain their budgets and get additional compensation, employees of both teams have a shared interest in collaborating and getting account-based marketing done right.<\/p>\n

\"How<\/p>\n

ABM vs. Traditional Models<\/h2>\n

One important point about account-based marketing is that it’s not entirely new. It still uses the same talent pools of your best salespeople and marketers, and it uses them in many of the same ways. What changes with ABM is how these talent pools overlap in their day-to-day workings.<\/span><\/p>\n

Traditional models keep sales and marketing in silos. Collaboration may happen in passing or through meetings between department heads, but rarely are both teams in a room together working on individual accounts.<\/span><\/p>\n

In a world where highly personalized content and authentic outreach are the only true ways to nurture the sales journey, does that model work anymore?<\/span><\/p>\n

ABM flips the script. Instead of a<\/span>\u00a0sales funnel<\/a><\/span>\u00a0that pitches hundreds or thousands of companies in an industry and then narrows them down, ABM starts with a small, targeted, and profitable customer list. That ensures outreach is highly relevant and informed.<\/span><\/p>\n

There is a greater investment of resources per account, but when the sales happen, they happen in a big, big way.<\/span><\/p>\n

Why ABM Needs Content Marketing<\/h2>\n

Account-Based Marketing (ABM) and Content Marketing are not just complementary strategies; they’re interdependent components of a successful B2B marketing approach. \u00a0An\u00a0ABM strategy<\/a>\u00a0without content marketing is like a vehicle without fuel. You need to\u00a0leverage content marketing in your ABM strategy<\/a>\u00a0to propel your efforts forward.<\/p>\n

The ABM sales funnel<\/h3>\n

The ABM sales funnel is made up of these stages:<\/p>\n