ABM is dissimilar from traditional marketing campaigns in the sense that ABM is a more 1:1 approach to marketing, revolving around account selectivity, account relevancy and personalized engagement in order to establish carefully selected and long-term relationships with accounts. Account insight is a vital foundation for every Account Based Marketing program.
As John Miller from Engagio puts it:
“The inbound model doesn’t work for me when I’m selling to the enterprise, or when I’m selling to my customer base. So they’re starting to use outbound tactics, which I think is more analogous to fishing with a spear. You’re identifying the fish you want to go after and then you’re literally going after them with the right content and the right messaging.”
Drawing the same analogy, account insight would be to help you how strong or weak is the fish you are fishing after, which fishes should you prioritize on targeting from the entire ocean and the ones you want to hunt for, what direction that fish heading towards and each fish’s strengths and weaknesses.
Account Insight is vital at the earlier stages of ABM Programs
Particularly at the earlier stages of your ABM Program, account selection and account insight is critical as it forms as a vital knowledge base for you fishing with a spear. The early stage of ABM Program involves account selection and insight on those selected accounts which implies the importance of ABM Account Insight itself. Account selection and insight is dependent upon desk based research, which highlights the importance of Account Insight at the early stage of ABM Programs.
ABM Account Insight makes Sales and Marketing work together
ABM Account Insight enables alignment through a combined sales and marketing effort to tackle specific fishes that you are hunting after. The generality of ABM Account Insight means that Sales and Marketing teams are coordinating targeted fishing efforts with the same data and information about the fish they are chasing after. According to data from Forrester Research, aligned sales and marketing teams witness an average of 32% yearly revenue growth whereas companies with unaligned sales and marketing teams see a 7% negative growth. This highlights the importance of Sales and Marketing alignment, which Account Insight enables.
Fuels personalized engagement with ABM Accounts
ABM Account Insight fuels personalized engagement with your target fish at every stage of your ABM process. At every point of interaction with the target fishes, ABM Account Insight fuels personalization as every interaction is done through deep research and understanding of accounts. ABM Account Insight helps companies with achieving highly personalized, even 100% personalized engagement as to successfully catch the fish, through the insightful details of the company such as company financial performance, events they have attended, what they say at the events they have attended and their activities in social media.
Above all, account insight is a vital foundation for every Account Based Marketing program that drives real business results, customer satisfaction and long lasting customer relationships.