An example of a simplified funnel in ABM marketing

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In this article, we have analyzed a new approach to B2B marketing for the Russian market, which promises to solve this problem. The material will be useful for B2B companies.

What is ABM Marketing and How is it Different from Lead Generation
Imagine that you own a small coffee shop. You have regular customers who bring in most of your profits. You start paying special attention to them: you remember their names and preferences, offer dishes that they will appreciate. As a result, they feel special and come back again and again.

ABM marketing works in a similar way. Instead of collecting leads from all possible sources, a company selects key customers and develops unique marketing strategies for each of them. The goal is to create an approach that will meet the needs and expectations of a specific customer.

ABM Marketing Funnel
Forrester research shows that misalignment between marketing, sales, and list of afghanistan cell phone number management is still the number one problem for B2B companies. According to their data, only 0.75% of leads generated lead to a final sale . Therefore, a more personalized approach is gradually gaining popularity.

Classical approach to marketing ABM Marketing
Marketing vs. Sales Working together for a common result
Marketing goals are leads, not sales Marketing and sales have common targets
Mass offers, ineffective use of marketing budget The marketing plan is validated, among other things, by sales
Lots of low-quality leads, weak conversion to closed deals There are regular marketing and sales meetings where all leads are analyzed: where they came from, what contacts there were, how they were processed
It's not clear which clients to focus on Marketing and sales work together to decide which segments to focus on
It is unclear who is responsible for working with the current database and warming it up, for working with those who refuse Marketing helps sales warm up clients and close deals: with tools and knowledge about the client, product packaging, and salespeople's speech modules.
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ABM or Inbound Marketing
ABM and Inbound Marketing are two methodologies that can reinforce each other. ABM is a strategy that brings in key customers into sales, while Inbound Marketing attracts customers more gradually through content creation and SEO.

The benefits of using both methodologies are:

Acceleration of sales. Inbound marketing attracts valuable clients, and ABM accelerates the sales process due to more targeted work with them and provides high conversion.
Efficient resource allocation. Inbound marketing creates the foundation of processes in the company on which ABM can be built.
Wide audience: Using both strategies allows you to reach more potential customers.
Content amplification. Marketing and sales materials can be adapted for use in both strategies. For example, create personalized cases for individual clients based on the general mechanics that are already described on the site.
The main advantages of account-based marketing
ABM marketing offers: