Account Based Marketing (ABM) - How You Can Ensure Success
On this page you will find everything you need to know about B2B ABM. From our latest eBooks and blog posts, to case studies demonstrating how ABM has helped our clients; this page provides you with the opportunity to learn how ABM works and the fantastic benefits its brings. Alternatively to get help with your next campaign, find out more about our ABM services.
What is Account Based Marketing?
Account based marketing (ABM) is a highly focused marketing strategy in which high-value target accounts are identified and engaged with through personalised campaigns. Rather than a broad approach, ABM aligns messaging, content, and outreach to each organisation’s specific needs and decision-makers.
For B2B technology companies, ABM is especially effective—enabling deeper relationships with complex buying committees and shortening sales cycles.
How can you benefit from ABM?
- An opportunity to get personal
- Higher chances to acquire targeted clients
- Promoting your company’s USPs
- Cost efficiency
- Trust based relationships
ABM Advisor Tool
The Napier ABM advisor asks questions about your target customers to determine the best approaches for your ABM campaign. It’s intended as an initial guide, rather than providing an absolute solution for your campaign: everyone’s situation is different so it’s always worth talking with Napier to find out if anything might change our initial recommendations.
Currently the following tactics are addressed by the ABM advisor:
- CRM retargeting
- Email and marketing automation
- Landing pages and nurturing
- Programmatic ABM Platforms
- Website Customisation
- Sales and CRM Systems
- Postal Mailing
Find out how the ABM Advisor works
Napier Webinars
Napier’s webinars provide the latest guidance and insight into key marketing trends. From Marketing Automation, ABM, to even Artificial Intelligence, we cover integral and relevant topics with the aim to help you be successful in B2B marketing. We are continually adding new content, so be sure to check back regularly.
Napier Case Study - Driving Traffic Through Account Based Marketing (ABM)
Working with our client Vicor, we ran an ABM campaign utilising their existing content and ensuring that it reached out to key target accounts.
The campaign goals included:
- Increasing awareness on Power on Package product in Europe for key targets utilising LinkedIn and AdRoll’s targeting features
- Secure a meeting or phone call with a relevant contact at our target account
- Drive 50 views of relevant PoP content from targeted accounts
Read more regarding the activities and results of the campaign.
Why ABM Fails – And How to Fix It
Account-based marketing can be a powerful instrument in a marketer’s toolbox, but it’s not a magic wand.
When it’s done right, ABM helps B2B companies focus their marketing and sales efforts on high-value accounts with greater precision and better ROI. But if it goes wrong, it can be a very expensive mistake.
So how can you use ABM to its full potential while avoiding a career-threatening mistake? First, you need to know how ABM can fail. Only then you can fully understand how to ensure it works for you..
Our blog explores the top five reasons ABM can fail and what you can do to avoid it.
You can read the blog post here.
Strategy and Metrics for ABM
Account-based marketing (ABM) is no longer fashionable marketing jargon. It’s now a staple of B2B marketing. But while more companies are embracing ABM, many struggle to make it deliver real, measurable results. Building a strong strategy and establishing how to measure various parameters is key to a campaign’s success.
Our blog explores:
- Building the right target audience
- Identifying the right channels and tactics
- How to empower sales and marketing
- Creating personalised content
- Meaningful metrics
ABM- Where Are We Now?
It’s safe to say that Account-Based-Marketing (ABM) is now an embedded strategy in the B2B space and that it isn’t going anywhere. ABM likes to shift shape, taking many forms including account-based-marketing, account-based-everything, and account-based-sales. Whatever name you choose to call it, they are essentially the same thing and is something you should be looking into it if you’re not already utilising it.
In our blog post, we explore where ABM is now and what marketers can expect from the future, and cover topics such as:
- Whether the future of B2B marketing will solely be account-based
- How the roles of marketing and sales are changing
- Common challenges marketers are facing
You can read the blog post here.
Top 7 Account-Based Marketing Challenges and How to Solve Them
Account Based Marketing brings many benefits to businesses however, there are also some challenges and obstacles you need to overcome. Have a read of our LinkedIn SlideShare to find out the 7 account based marketing challenges and how you can overcome them.
Top 5 facts you need to know about Account-Based Marketing (ABM)
Account Based Marketing is becoming an essential concept, as more companies are gaining successful results. Our blog post gives you 5 top compelling facts you need to know.
The 5 top facts will cover:
- Improving consistency
- Strengthening retention
- Personalised communications
- Marketing Automation is a key tool for ABM
- Return on Investment
5 Effective Ways you can Use Personalization with ABM
With Account-Based Marketing providing companies with a strategy that can support long term business plans, its vital companies use ABM effectively with personalisation to ensure the target audience engages with the content and company.
In our blog post, we share 5 effective ways you can apply personalisation to your ABM strategy, and cover:
- How to define personas to develop core content
- Using storytelling to enhance ABM campaigns
- Personalizing the ABM destination
- How to use visuals to your advantage
- Taking it one step further with video
Read the blog post here to find out more.
Napier Podcasts
Napier’s podcasts, Marketing B2B Technology and The Marketing Automation Moment, offer the latest guidance and insights into key marketing trends, including ABM.
The Marketing B2B Technology podcast features interviews with leading B2B marketers and marketing technology providers, such as Act-On, SharpSpring and Sendinblue. Get the latest insights into market leading B2B martech solutions.
In The Marketing Automation Moment, Napier’s Mike Maynard, Managing Director, and Hannah Wherly, Director of Business Development and Marketing, discuss the latest news from marketing automation vendors and analysts, providing context to the newest features, latest tools and regulations that impact marketing automation professionals. They also share tips on how to improve your marketing automation campaigns.
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