Leveraging ABM Use Cases for Business Success

November 30, 2023 Mihaela Bisnel

In today's competitive business landscape, the ability to discern and capitalize on in-market account opportunities is crucial. From identifying anonymous buying signals to predicting buying journeys, companies need a comprehensive strategy that aligns with the customer's journey. This blog post will explore how businesses can utilize marketing use cases to drive success.

Identifying In-Market Account Opportunities

The first step to effective marketing involves identifying relevant in-market account opportunities. This process involves the use of 1st party website data and 3rd party intent data, alongside historical MAP and CRM data.

The importance of this process is simple: it uncovers both known and anonymous buying signals. By weighing factors like persona, recency, frequency, and significance of activity, AI technology can help predict where potential customers are on their buying journey.

Aligning Objectives to the Customer's Journey

Understanding the customer's journey is vital to aligning marketing and sales objectives. Whether it's building awareness in the early stages or driving deeper value associations in the later stages, businesses must tailor their strategies to meet customers where they are on their journey.

In the early stage, marketing efforts should focus on building awareness and generating site traffic, while sales should avoid wasting resources. As customers progress to the mid-stage, marketing efforts should shift to educating and accelerating customers, while sales teams can engage qualified leads.

In the late stages, the focus should be on driving deeper value associations and engaging buyers directly. Sales teams can proactively engage qualified accounts, creating opportunities earlier and accelerating the pipeline.

Aligning Channels to the Customer's Journey

Just as important as aligning objectives to the customer's journey is aligning channels. From advertising to chatbot integrations, the channels used can significantly impact customer engagement.

In the early and mid-stages, online advertising, paid social, and chatbot integrations can effectively engage customers. As customers progress to the late stages, direct mail and proactive prospecting can be added to the mix to drive deeper engagement.

For pipeline acceleration, companies can continue to leverage advertising, paid social, direct mail, and targeted outreach for deal acceleration.

Display Advertising and Content Strategy

Display advertising plays a crucial role in engaging customers. The sweet spot of engagement is found in predictive analytics, which can strategically target ads to the right customers at the right time.

Content strategy is another vital component of successful marketing. From the early stage of awareness to the purchase stage, content should be mapped to the customer's journey. This involves providing topical introductions in the early stages, deeper learning content in the mid-stages, engaging content in the late stages, and personalized demos at the purchase stage.

Conclusion

The key to successful marketing lies in understanding and aligning with the customer's journey. By identifying in-market account opportunities, aligning objectives and channels to the journey, and utilizing effective display advertising and content strategies, businesses can drive success in today’s competitive landscape.

Contact us if you'd like to find out more about designing an effective ABM strategy.

If you are just starting with ABM, this document is a great place to start exploring.

Click to read The Fundamentals of ABM

About the Author

Mihaela Bisnel

Global Marketing Manager with 10+ years experience in Marketing Technology (Marketing Automation, CRM) and Integrated Digital Marketing Campaigns.

Follow on Linkedin More Content by Mihaela Bisnel

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