Account-Based Marketing (ABM) Vs Traditional Marketing

Marketing is a process through which you can bring in potential customers to purchase the product or service that you are providing. This makes understanding and adapting a good marketing approach very essential.?

What Is Traditional Marketing?

?????????Traditional marketing is basically a form of marketing wherein a marketer makes use of popular platforms like online ads and broadcast media to lure the audience to the website. If a person shows interest, they are nurtured using automated emails. And at the end, he'll identify the targeted enterprise. Before digital marketing or social media marketing was widespread, it was traditional marketing that companies commonly used in order to promote their products or services to their target customers. While many enterprises still use traditional ways of marketing to promote their SaaS products, it has not evolve over a period as it once used to be.?

What Is Account-Based Marketing?

?????????Account-Based Marketing or ABM is a type of strategy created for business marketing that solely focuses all resources on a specific bunch of target accounts that fall in the market. It also makes use of personalized campaigns that have been created to engage every single account. They make sure that the marketing message has been based on the specific needs and attributes of the account.?

?????????While traditional mainly focuses upon the same few steps such as identifying who can fall in your target company, sending them automated emails, and finally getting people to visit your site and making them fill out forms. It is ABM that starts out with identifying your target audience, engaging them with especially personalized campaigns, and finally building lasting relationships with them that will eventually lead to new opportunities for your business!

Is ABM Better Than Traditional Inbound Marketing?

?????????ABM has in recent times become a prevalent approach when it comes to SaaS product selling to B2B companies who are aiming to target a very specific audience. ABM offers a wide range of benefits to the user -

1. A Personalized Marketing Approach - ABM makes use of a personalized messaging strategy to reach its target audience rather than using a generic approach. This includes utilizing what is known about the customer and then tailoring the creative aspects of the campaign to bring in the customer's attention.

2. Marketing and Sales Alignment - ABM makes sure that sales organizations work together along with the marketing team. This is in order to identify the target audience, create a customized business campaign dedicated towards them, and finally work together to align as well as move the accounts up through the pipeline before and after the lead conversion.

3. Shorter Sales Cycles - A big purchase decision will naturally involve numerous stakeholders, which usually slows down the sales process as the decision requires to go through many people before getting approved. However, when it comes to ABM, the overall length of the cycle gets shortened since all prospects are given equal attention and nurtured simultaneously.?

How Does Kredis Use ABM?

Kredis utilizes ABM through the following steps -

1. Identifying which target account should fall in your high value - These high-value Enterprises are the key accounts that have the potential to make a significant contribution to increasing the revenue of your company.

2. Conducting research on them - We get a thorough knowledge about the needs and attributes of the target company, as well as where they stand in their customer journey.

3. Create customized marketing campaigns - After we have managed to learn about the key points to the target account, we use this information to create personalized creative campaign ideas that will resonate deeply with them. We also measure the success of our campaigns regularly.

Final Word

?????????ABM makes use of a holistic view of marketing that goes much beyond just lead generation. It takes into consideration everything, starting from marketing to existing accounts to up-selling as well as cross-selling. We hope that this article was of help to you!?