What is account-based marketing anyway?
Over the past month, I’ve had the incredible opportunity of interning at Terminus and diving head-first into the emerging world of account-based marketing. My first day at Terminus was also my first day moving to a brand new city. I’m originally from a small town in North Carolina with less than 10% of Atlanta’s population, so this in itself was a huge transition for me. I knew that I wanted an internship for the summer and I knew that I wanted to work in a huge city, but that was pretty much all I knew. I was happy to find a home in Atlanta at Terminus.
I had no experience in startups, and no knowledge of account-based marketing or what it means to #FlipMyFunnel. I knew I had my work cut out for me. Lucky for me, Terminus is the most welcoming place I have ever had the pleasure of working at, with the most passionate employees, so I walked into an abundance of knowledge on ABM with tons of people willing to help me learn. I’m a month into my internship and would now consider myself a huge account-based marketing advocate.
A few of the Terminus marketing team members on ‘Terminus Tuesday’
On my first day, I started alongside six other brand-new “terminators” who were just as eager to learn about this unknown world of ABM as I was. In the mix were two advertising operations analysts, an account executive, a sales intern, and a software engineer. We all had different amounts of knowledge on account-based marketing, but we were all thrown into this amazing experience together. A month into all of this and I would say we all have a very firm grasp on #ABM.
This is the Summer 2016 intern “bunch”. We’re pretty cute, huh?
This time last year, Terminus had 10 employees. With my new class of terminators, we make 55 current employees at Terminus. These numbers clearly show the growth and evolution of account-based marketing. The future of account-based marketing is so bright; if you’re not already on the ABM train, you should buy your ticket now.
You may be thinking, “Why is she telling me all of this information about her internship?” Because if you’re like me and have a very small amount of knowledge on account-based marketing but are ready to jump into ABM, I’m here to tell you to DO IT! Here’s what I did in the first month of my internship to educate myself on account-based marketing:
- I read Account-Based Marketing For Dummies
- Listened to calls with account executives where they explained our software to potential customers
- Attended events where marketing thought-leaders explained what account-based marketing meant to them
- Participated in Twitter chats
- Invited and met one-on-one with people at Terminus talking about the benefits of ABM
These few things have introduced me to the beautiful world of account-based marketing. I’ve realized that the original B2B sales funnel is totally inconvenient. So here I am, one month into even hearing the word account-based marketing for the first time, giving advice to people who are skeptical about joining the #FlipMyFunnel community. There’s even a VIP Club!
Here are the top 3 beginner tips that have won me over and made me an advocate for account-based marketing.
1. Quality vs. Quantity
My first mental note I made about account-based marketing was that it was simply quality over quantity. Instead of sending out thousands of emails, cold calls, and letters, account-based marketers understand who their best-fit customers are and only target to those companies. Getting thousands of leads may help you hit your monthly lead quota, but in the end, is it actually bringing your company revenue? Account-based marketing helps to not waste time on companies that are uninterested and to spend more time making lasting relationships with companies who are already your customers or could potentially be a customer in the future. We have always been taught (as with most things) that quality is better than quantity, so why would you not apply that to your marketing tactics too?
Simply put, #ABM is just quality over quantity -@malstrangee @terminus #B2B #ABM #FlipMyFunnel
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2. The #ABM Community
Account-based marketing is a community and a growing community at that. Just check out #ABM on Twitter and you will find dozens of people talking about account-based marketing and interacting with other innovative marketers who are talking about it. Although I am only an intern, at the bottom of the totem poll, I have interacted with huge marketing mavens about account-based marketing and have gotten responses, even a couple followers on Twitter. Just last week we had our #FlipMyFunnel conference in Austin and I was responsible for interacting with people who tweeted about the conference.
There were so many responses for #FlipMyFunnel that I broke the Terminus’ twitter and couldn’t tweet for hours. (Sorry about that one, team)
If you are worried about starting your company on the account-based marketing track and you fear that there may be unanswered questions that you have or you may need guidance, know that you will have an abundance of people willing to help. There are tons of other ways to learn about account-based marketing like #FlipMyFunnel conferences, #FMF virtual summit, and the newly announced Account-Based Marketing University. The #ABMCommunity is unlike any other that I have seen.
3. ABM is Here To Stay
I have heard that account-based marketing is just a fad. Unlike the middle-part in my hair that I rocked in 7th grade, this is not a fad. Account-based marketing provides companies with a solution that they have been looking for for years: marketing to a select group of companies with the right message will create more valuable opportunities for your company than just sending out blind messages to companies who may not care a thing about your product.
#ABM is not a fad, its a solution companies have been looking for for years -@malstrangee @terminus…
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In my first month here I have learned more about marketing, account-based marketing, and innovation than I have in the last 21 years. I am so thankful for the opportunity that Terminus has given me and I can’t wait to see where the next two months of my internship take me. If you have any questions for me or would like to know any more insight from a beginners perspective, tweet me @malstrangee with #ABM!
The newest “Terminators” at Terminus. #FlipMyFunnel
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