Beacon Digital Marketing approaches account-based marketing as a way to incorporate all revenue generating teams, including marketing, sales, customer service, and sales development. With an aligned vision, our account-based strategies provide a clear path to positively impacting revenue company-wide.
Most of our clients have a narrow or well-defined set of companies that are a good fit for their product or service, which allows us to help in the following ways:
- Define Your Ideal Client Profile(s)
We'll leverage industry insights and existing CRM data to define the firmographics and key characteristics of your ideal client. - Research Your Total Addressable Market
We’ll also use your CRM or manually help you analyze your current reach - Build Your Target Account List
We break this down into prioritized segments to allow for varied approaches - Identify Contacts within your Target Accounts
Utilize a third-party data provider (such as ZoomInfo or SalesIntel) to enrich and append existing data as well as expand your target accounts within your total addressable market. - Create Playbook and Measurement Approach
ABM requires a clearly defined strategy that encompasses all departments and initiatives. Reporting & analysis is key to measure success and identify areas to optimize and test for improvements. - Create Integrated Campaigns that include Ads, Emails, and Promos
Leverage paid media, direct mail, email, personalized content, and other tactics to reach buyers at target accounts at the right time on the right platform. - Reporting, Automations and Technology Integrations
We build custom ABM dashboard reporting to measure success from multiple vantage points, including campaign performance, account-level performance, and granular performance insights related to key decision makers.
The FAQs
We help you get started with Account Based Marketing, even if you don't know where to begin.
How is ABM different from Inbound Marketing?
Which lead generation approach is right for my company?
What Technologies Will I Need for ABM?
How is ABM different from Inbound Marketing?
While account based marketing seeks to proactively identify businesses who are the best fit for your product or service, inbound content marketing seeks to bring interested companies directly to your sales team by developing content and resources tailored to their needs. They are not mutually exclusive and can certainly be executed together.
INBOUND MARKETING APPROACH
ACCOUNT-BASED MARKETING APPROACH
Which lead generation approach is right for my company?
Account-based marketing is a great approach if your company has a limited universe of potential clients or customers and it’s easy to identify them. For example, if you know that your services are only affordable for Fortune 50 companies based in the United States, then your list of target companies is quite small. It makes sense for your sales team to focus their efforts on building relationships with the small set of identified prospects.
Inbound marketing is ideal when the number of prospective clients is large, and it’s not feasible to easily narrow down which companies are most likely to be interested in your product or services.
However, many companies fall somewhere in between these two extremes, where actually both strategies can be leveraged together to have the maximum impact. At Beacon Digital, our clients are often pursuing both approaches.
What Technologies Will I Need for ABM?
We support and/or implement and integrate a variety of technology tools to support your ABM program, including: HubSpot, Salesforce, Marketo, Drift, ZoomInfo, SalesIntel, Sendoso, Reachdesk, LinkedIn, Zoom Webinars, RollWorks, 6Sense, meeting tools, and more. To get started, at a minimum you'll need an automation platform, a CRM, and a data provider like ZoomInfo or SalesIntel for identifying target accounts and prospects.