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Account based marketing (ABM)

ABM = B2B marketing²

Marketing has far more business growth potential than simple brand awareness and lead gen. Account based marketing (i.e. ABM) extends far beyond individual projects, or objectives. It’s a joint effort between marketing, sales and ops – where the agency (that’s us) plays an ongoing role as a consulting partner.

ABM is the art of taking your marketing strategy deeper. It’s a mutually beneficial cross-divisional relationship, boosting your entire funnel. It’s far more than just a marketing technique – it’s a philosophy.

We use data-driven strategy and personalisation, valuable content created by passionate experts, ‘out of the box’ thinking, and real person-to-person comms. Even in those ‘hard to reach’ areas. It’s measured with revenue and retention, alongside relationships, and reputations – for a complete 3D analytical view.

Data

We always do our homework. We know where to go to find the most valuable and relevant data, and have both intelligent marketing technology and brilliant strategic minds at hand to make sense of it. It’s how we find out who makes up the key account, how to get them to notice, and what to do to go deeper.

Content

As fun as it is to create it, content for content’s sake just doesn’t work in B2B. To do its job, it needs hyper-targeted strategy, and messaging that resonates – be that on an account, persona or industry level. And it needs to keep working, at every stage of the funnel.

Creative

The best ABM is creative ABM. It draws from both the emotional and rational stages of decision making for every stakeholder, at every stage of the funnel. It may be B2B at its core, but there are still real people on either side of it – and there’s always an opportunity for a productive conversation.

Sales

In a world where ROI is everything, having a ‘direct line’ to your ideal customer can be game-changing. After awareness, sales enablement is our next biggest focus, making sure everything we produce is relevant, up-to-date, easy to execute, and actually supports the right conversations with the right people.

THOUGHT

ABM or RBM?

Do businesses still see marketing as a ‘nice to have’? Account-based marketing (or ABM) has made headway in this department over the years, with sales, marketing and ops teams coming together to ensure that what a company produces really works as hard as it can, and proves ROI.

Read more on this B2B thought

Get in touch and see how Purple can brighten your business prospects.