No matter what industry you work within, if you are offering a B2B service, then there is a good chance that there will be other companies just like you who are looking to appeal to the same clients and offer much the same thing.   

So, how do you stand out from the crowd? Well, the first thing that you need to be able to do is to try out more than just the usual, traditional methods of marketing. This can help you to find new ways that you can appeal to those high-value clients, but, truth be told, they may not be the easiest to master.   

One example of this is account-based marketing. So, what is account-based marketing?   

Let’s get to know account-based marketing  

Marketing, in general, is a broad effort, ensuring that you can grab the attention of as many potential clients as possible.   

In comparison, the idea of account-based marketing is that it is a targeted approach to marketing your B2B business, using your marketing and sales teams to collaborate their efforts to appeal to specific accounts. The focus is to nurture those key clients and prospects to maximise the returns that they should bring.   

Why it works for B2B businesses 

When it comes to marketing, one thing that you should never underestimate is the power of a strong relationship with your clients. This is exactly what is going to happen when you embrace account-based marketing.  

One of the reasons that ABM works is because it allows you to showcase what sets you apart from the others out there who are offering the same (or very similar) to you. You will be able to be seen as a go-to, an expert, a business who can be trusted.   

Another way that ABM can work for you is because it ensures that the relationships that you develop with your clients are deeper. You are going to learn as much as you can about your clients and what they need and; over time, you can then ensure that you deliver them with the exact service that they need. This, in turn, creates clients who trust you and who are loyal over the long term.   

ABM, when compared to other forms of marketing, is both streamlined and cost-effective. You are going to be spending your time focused on the clients that are likely to bring in the highest potential return on your investment, which means that you are using the time that you have allocated to marketing yourself (not to mention the budget) in the best way possible.  

How to put it in place for your B2B business  

So, the next question is likely to be, how you can put account-based marketing in place for your B2B business.   

The important thing to remember is that you need to take a strategic approach that is focused on creating a collaboration between your sales and marketing teams. To give yourself the best chance of getting it right, here are some of the main things that you should try and do:   

Identify those key clients

You need to ensure that you, your team and any of those people who are going to be involved with the ABM approach, know who the key clients are. These could be clients who are seen to be high-value, who are repeat clients or who are best aligned with the service that you provide  

Personalise

Another key thing to do when it comes to ABM is to think about how you can make sure that your messages are as personal as possible.   

Use technology to your advantage in your B2B business

One of the best ways to make sure that ABM works for you is to use the technology that is designed just for this reason as much as you can. This technology will have the right tools to support the efforts that you are making and ensure that you see the results that you hope for. 

Work collaboratively

For account-based marketing to work you are going to need to ensure that you create a culture of collaboration. Marketing and sales need to work together, communicating regularly to ensure that the goals, insights and strategies of the two teams are aligned.

It may take some effort to make sure that account-based marketing can work for you, but, if you follow the above steps and make a real effort in the process then you should see the reward. Especially when it comes to having loyal, valued and valuable clients for your B2B business.   

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Need help?

If you would like help with your marketing then bringing on a marketing consultant with a fresh pair of eyes can make all the difference. I work with B2B businesses and professional service firms in London, Kent, UK and Europe as well as specialising as a Legal Marketing Consultant. Please get in touch or book a free 30-minute consultation.