What is Account-Based Marketing?
Account-based marketing provides a strategy for B2B companies who want to grow revenue by focusing on the best-fit prospects. Most marketing strategies include a broad approach to lead generation with the goal of capturing as many leads as possible, but 65 percent of marketers still say generating traffic and leads is their top challenge. ABM is a focused approach in which marketing and sales teams work together to target best-fit accounts and turn them into customers. And, it takes into account that most B2B buying decisions aren’t made by a single person, but rather a collective group within a company. In other words, ABM targets companies, not personas.
As technology expands and high-stakes deals happen more regularly, and in more departments, more people are involved in the decision-making process. In fact, 34 percent of B2B buyers have increased the number of stakeholders involved in the purchase process. For any given sales, anywhere between seven and twenty people are involved in the decision.
That’s where ABM comes into play. Account-based marketing is powerful because it can market to specific companies instead of wasting time (and money) on unqualified or unideal prospects. And believe it or not, ABM has higher ROI than any other marketing activity, according to 97 percent of marketers in a survey by Alterra Group. ABM provides a framework of efficiency for your marketing and sales team.
The Impact of Employee Email
Email is the channel preferred by most professionals for business-related communications. More than 215 billion emails are sent a day. People love email, but they hate that they love email. Most American workers spend an average of 6.3 hours a day in their inbox.
Email signature marketing is an enormous opportunity to add personalized, but scalable, content resources into the billions of organic conversations that are already happening.
Organizations are scaling targeted content in every employee email to give their accounts a unified message that’s both unique and highly valuable. They’re optimizing the channel by using technology that helps them make decisions based on the data. Marketing departments are crafting a content distribution strategy drawn from the click-through rate of an email signature banner. They’re looking at the recipient-level data and the engagement over time to help drive marketing ROI.
Marketers invest time into the email signature because it can’t be outbid. And with 200 million people worldwide using ad blockers, email signatures can be a powerful way to get your message across to the people who matter most — without having to worry about being blocked out. It’s an owned channel that’s right under your nose. And it’s organic – you’re already engaging in daily email exchanges with these accounts.
A Natural Channel For Account-Based Marketing
For marketers, getting content in front of the right people at the right time is hard. It has to be relevant, relatable and authentic. To help with this, teams are using employee email to send personalized content to the right people at the right time. Savvy marketers understand why it’s important to develop a strategy around email and see it as a set of meaningful customer touchpoints.
And now, for the first time ever, marketers can tap into employee email to deliver 1:1 targeted content to specific accounts, industries and regions. With account-based marketing functionality, users can assign an email signature campaign to individual recipients. When an email is sent to these recipients, the banner can dynamically update and serve personalized content.
"For our ABM strategy, we work closely with sales to identify the accounts to target and then use personalized, timed communications to engage those contacts across multiple-channels, including email, social, and retargeting," said Michelle Huff, CMO at Act-On Software. "And now we can include employee email into the marketing mix and deliver even more personalized engagements at scale."
By adding employee email to your ABM mix, marketers can increase account relevance, align email signature marketing activity with account strategies, increase campaign engagement and inspire customers and prospects with compelling content.
Pair the content you already have with a channel you already own. Employee email and account-based targeting can become a new secret weapon for your marketing team.
Bryan Wade is chief executive officer of Sigstr.