Account-based marketing is a methodology that is especially effective for sales where there is often a long sales cycle, involvement of multiple decision-makers, and/or multiple buying centers including:
While digital marketing strategies by themselves are excellent tools for cost-effective management and measurement of general lead activity and behavior, there are pieces of the target account puzzle that may be missing by utilizing only these tools. Account-based marketing ensures that marketers:
Leveraging a strategy of account-based marketing provides marketers with:
Putting multi-channel, account-based marketing best practices into effect requires a well mapped strategy but also requires a constant focus on flexibility and the ability to make changes in the marketing modalities in use to respond to new information gleaned about each account.
Account-based marketing is scalable. Any size organization can employ this method of discovery for qualified leads. But it is important to note that while there may be immediate qualified leads generated, the primary benefit of account-based marketing is long-term.
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