Account-based marketing is more than just a buzzword.
With the evolution of marketing technology (MarTech), there are more than 2,000 different types of software, applications, and tools which make it easier than ever for B2B marketing and sales professionals to connect with their best-fit prospects. We’ve started a #FlipMyFunnel movement, bringing together innovative B2B “smarketing” (that’s sales and marketing) teams to save each other from continuing to do the status quo.
What is account-based marketing?
Account-based marketing (ABM) is all about focusing on accounts instead of leads. With ABM, you’re no longer doing traditional lead generation to pour new contacts into the top of the funnel. The key performance indicators (KPIs) for ABM are pipeline velocity and revenue. Marketing and sales alignment is at the core of everything. You’re starting by identifying your accounts, or the companies you want to do business with, then doing absolutely everything you can think of to move them through the pipeline. You’re using tactics to engage those accounts on their own terms. These tactics include activities such as content marketing, events, direct mail, webinars, and much more.
Think about it. You have all these MarTech capabilities, but you also need a strategy for how you’re going to reach your target accounts. ABM is all about coming up with great strategies, the content to support those strategies, the execution, and account-level attribution. To help create a game plan, you’re going to need a “smarketing” team leader, a champion: your account-based marketing hero.
This is why we’ve decided to create a brand new job title: The Account-Based Marketing Hero.
Here at Terminus – we’re hiring an Account-Based Marketer to be a quarterback for our marketing and sales teams. This is a unique role that requires a love for marketing strategy, creative thinking, and the drive the see things through. The right person for this role will live and breathe account-based marketing. Our ABM hero believes in a world where marketing and sales are truly aligned around the same goals. In addition to running ABM at Terminus, this person will be in charge of collaborating with our top 25 customers to make sure they are successful with their own account-based marketing campaigns. This person will have a limitless energy and dreams of becoming a CMO one day.
Here are 5 reasons you need an Account-Based Marketing Hero in your B2B organization.
- Make your top 25 customers heroes. If the mantra that 80% of your revenue comes from 20% of your customers, then why isn’t marketing doing anything and everything in its power to make your VIP customers your heroes? Marketing and sales spent all this time, money, and energy to bringing in new customers, so your “smarketing” team should continue to work together with customer success to retain your top customer accounts. The way you can determine your top 25 accounts is by looking at your current client list and aligning it with your ideal customer profile (ICP) to determine if your customers do in fact meet your ICP. Then, look at their monthly or annual recurring revenue (ARR/MRR) to create your list of your top 25 customer heroes. These will be the clients you reach out to for case studies, references, and invite to speak at your user conference.
- Build the ultimate account-based marketing playbook. Your “smarketing” team needs a cohesive playbook of strategies and tactics to execute account-based marketing. These tactics will work across the stages of the buyer’s journey – from prospect to opportunity to closed/won deals – then extends to the customer experience. We call this the ABM framework, as with account-based marketing you continue to market to your customers to identify potential opportunities for upselling and cross-selling potential. Your ABM hero will help to create gameplans for targeting all these potential revenue opportunities in both your prospect target accounts and existing customers, then determine which marketing activities to use.
- Act like a CMO. You’re the new Chief Account Officer (CAO). Our industry is starting to see the titles “Chief Growth Officer” or “Chief Revenue Officer” pop up. This leader is responsible for bringing home the bacon. Your ABM hero will work with every department in the company and rally the troops to get what you need to execute on your ABM playbook. Every day will be different, but your ABM hero will have no problems wearing many hats.
- Create brilliant strategies and compelling messaging. First and foremost, your ABM is a marketer. This leader looks at account-based marketing from both a creative and operational perspective. He/she will create tons of different ABM strategies and be able to help form the messaging and ideas for the assets. As both a storyteller and marketing operations manager, the ABM hero can see a new campaign through from conception to the finish line.
- Experiment, measure, and optimize. Your ABM hero gets excited every time a new campaign kicks off and eagerly wait for data to make it better. He or she will love analytics and have a passion for figuring out what types of campaigns are working best and fixing campaigns that aren’t performing.
So what do you think? Will 2016 be the year of the account-based marketing hero? Also, if you’re interested in applying to be an account-based marketing hero at Terminus, apply here.
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