All things account-based marketing
In his session, Robert Norum outlined the different ways you can implement the strategy and why it matters.
“Thinking of an account as a market before you try and sell anything is important,” he said, explaining ABM should interlock with all your other marketing as a priority. “Why is ABM an important topic? Because it’s working.”
Summarising the ways it can work for marketers, Robert explained ABM should be a long-term strategy rather than a quick fix for accounts, and should be based around an annual cycle with quarterly touch points.
Take an ABM masterclass with Robert Norum:
Robert runs one day courses to help marketers perfect the essentials of ABM in their company. Find out more information here.
Marketing leader, Gareth Case and Really B2B MD, Kirsty Dawe were keen to point out the difference between ABM and segmented direct marketing in their session. “It’s not about leads, it’s about creating conversations for the long-term,” Gareth said.
According to a LinkedIn and Edelman study, 41% of marketers will invite a company to pitch based on content they’ve seen, and 81% will trust the brand more if they have good content.
Kirsty’s six top tips for ABM:
Get clarity on your objectives
Get creative
Spend time on the research
Hire a good agency
Make it personal
Dedicate budget
Planning to get started on ABM but not sure where to start? Start here.