Account-based marketing is a powerful strategy, but a lot of B2B sellers struggle with its complexity.
Account-based marketing is a powerful strategy for B2B sellers to embrace. The problem: ABM can be a nightmare to pull off.
Enter 6sense: Purpose-built for ABM, it provides the insights you need to target the right accounts, communicate with them, and prioritize the ones that are ready to buy.
Account-based marketing (ABM) is a strategic approach to marketing that focuses on targeting and engaging specific high-value accounts or companies, rather than casting a wide net to a broader audience.
It involves tailoring marketing efforts to meet the unique needs and preferences of individual accounts, with the goal of building stronger relationships, driving revenue growth, and maximizing customer lifetime value.
ABM includes tactics such as personalized content, targeted advertising, direct mail, events, and 1:1 outreach. By focusing resources on a smaller number of accounts, ABM allows for deeper engagement and more meaningful interactions.
6sense makes it much easier to identify your ICP, find accounts that match your ICP, understand which ones are on a buying journey and what they care about, and then deliver personalized communication at scale. Here’s how:
6sense tracks anonymous visitors across millions of B2B web pages to identify target accounts that are researching solutions. When one of your target accounts starts a buying journey, we alert you that they are in-market.
6sense collects anonymous buying signals to reveal account research, what is driving them forward in their journey, and what stage of the buying journey they’re in — to help your sales team reach out at the ideal moment.
Create dynamic audiences in a few clicks. Feed them into your multi-channel campaigns to personalize at scale. The result: When accounts start researching a topic, you can immediately add them into campaigns that match their interest.
Ideal Customer Profiles (ICPs) are used to identify and target accounts that are likely to generate the highest revenue.
ICPs are defined by examining the characteristics of existing customers — such as industry, company size, growth signals, and tech investments. Marketers can use this information to segment accounts into audiences and tailor messaging.
Personalized experiences are at the heart of ABM.
Marketers create highly specific messaging for emails, digital ads, landing pages, and other forms of outreach, which are served up to the relevant prospects. These tailor-made experiences lead to stronger relationships with prospects, and boost the chances of conversion.
Misalignment over which accounts to target, and which resulting leads are worthwhile, is a common source of friction between marketing and sales teams.
ABM helps keep marketing and sales on the same page. Close collaboration is required to identify potential customers and create personalized messaging and content that resonates with the needs and challenges of each account.
