top of page
  • Writer's pictureDragos Mihai

Account Based Marketing Vs. Traditional Marketing

Updated: Aug 17, 2023

If you're a business owner wanting to market your product or service, you may get stuck which approach to choose for your company. Account Based Marketing Vs Traditional Marketing - which is the best?


The answer depends on the type of product or service you offer and the size of your target audience. Let’s break down what each type of marketing entails.


Account based Marketing


marketing


Account-based marketing (ABM) is a strategy that allows companies to create marketing campaigns targeted to specific accounts. This is a more targeted approach than traditional marketing, as it is based on data and can be more measurable.


With Account based marketing, marketers can access key decision makers and tailor their campaign content to those specific accounts. It is a more personalized approach to reaching potential customers.


As opposed to traditional methods, ABM focuses on targeting high-value accounts instead of large numbers of people. It involves researching each individual account in order to craft tailored messages that are specifically designed for that particular customer's needs and interests.


By customizing messages for individual accounts, ABM allows businesses to build meaningful relationships with their potential customers and increase the likelihood that these individuals will become paying customers down the line.


Account Based Marketing White Paper


Account Based Marketing presents an effective way for companies to target high-value buyer accounts and build relationships that drive ROI. In today's fast-paced business environment, account based marketing has become a go-to tool to reach customers and maximize return on investment.


An account based marketing white paper offers valuable information to help professionals effectively implement account based strategies. With detailed insights into best practices, account segmentation, technology integration, and more, an account based marketing white paper is essential for any business looking to increase its success.


Leveraging an account based marketing white paper can provide the confidence needed to achieve measurable results through strategic account-level targeting.


Identifying your Target Accounts


When it comes to account based marketing, identifying your target accounts is a critical component to success. Target account management is the key to shortening your sales cycle and delivering personalized campaigns to the right prospects.


There are a variety of different criteria you can use to identify your target accounts. Some examples include account size, industry, or location. But the best way to identify your target accounts is to take a strategic approach.


To get started, you'll need to develop an ideal customer profile. A perfect customer profile defines the company that will benefit the most from your product or service. You'll want to know their pain points and challenges. This will allow you to design a message that will help your target accounts convert.


As you begin to build your target account list, be sure to research your competitor's top accounts. You can do this by using Owler, which will show you the leading companies in your industry. These accounts can also be used as a benchmark for your efforts.


Choosing the best strategies to identify your target accounts is an important part of your marketing efforts. Whether it's through developing an ideal customer profile or implementing an account based marketing plan, make sure to use the right tactics to get the most out of your marketing budget.


Tailoring Campaigns to Specific Accounts


Account based marketing (ABM) is a digital marketing strategy aimed at businesses of all sizes. ABM lets marketers identify and engage with target accounts and track their activities in real-time. Using account based marketing, B2B firms can create personalized campaigns that speak to the decision-makers within targeted companies.


Whether the campaign is a one-off or part of a larger multi-channel campaign, the resulting data can provide invaluable insights into the habits and preferences of target clients. As a result, using account based marketing, companies can increase their overall lead quality and close more deals. Specifically, account based marketing can deliver the goods by using data derived from an integrated sales and marketing solution.


Getting Access to the Key Decision Makers


Account based marketing (ABM) is an approach to sales and marketing that helps companies develop a strategy to identify high-value accounts and then build a relationship with them. Using account based marketing, companies can improve the customer experience and generate a positive ROI.


With ABM, a company can invest in high-value accounts and then target them with targeted content, messages, and marketing campaigns. Marketing teams work closely with sales teams to create personalized buying experiences. The result is increased revenue and a better brand image. Investing in accounts with the most potential to help grow the business is essential to building long-term relationships.


As account based marketing increases the relationship between a company and its key decision makers, the company will have more opportunities to grow and expand. Accounts will also be helpful for expanding the business through word-of-mouth marketing, referrals, and testimonials. These types of relationships also increase the company's loyalty. Customers who become loyal to a company are the best promoters and marketers.


One of the biggest challenges for most sales teams is finding and connecting with key decision-makers. Sales teams sift through leads and then work to close deals. However, there are many ways to find and connect with key accounts. Some of the most effective opportunities include in-person events.


Once a company has identified and researched a key account, it's important to work with the account's sales team to implement an account plan. An account plan should address the content needs of all buying committee members. It should also be tailored to the individual needs of each account.


There are many ways to implement an account based marketing strategy, but it's essential to ensure that both marketing and sales teams are on the same page. In addition, accounts should be researched to determine their customer's pain points, customer journey, and creative assets.


Traditional Marketing

traditional marketing

Traditional marketing consists of many methods companies use to reach their target audiences, such as print advertisements, radio spots, billboards, television commercials, trade shows, and direct mail campaigns. These methods are effective in reaching large numbers of people quickly and cost-effectively.


However, they cannot often create personal connections with potential customers and can leave out smaller groups within a given target audience.


ABM is more Data-driven & Measurable than Traditional Marketing


Account-based marketing is a powerful tool for companies looking to drive better results from their marketing. This type of marketing targets targeted accounts, while building relationships between the marketing and sales teams.


ABM enables the delivery of personalized content and communications, while ensuring that the right message is communicated to the right buyer at the right time. It also helps brands build trust with customers. With this type of marketing, it's important to focus on customer pain points.


ABM is not only a powerful marketing strategy, it's a great way to achieve short-term and long-term business goals. It also reduces waste resources and shortens the sales cycle. However, it requires a lot of work and research to get started. Companies must be prepared for additional sales, marketing, and management bandwidth investments.


In addition, these efforts must be backed up by consistent, targeted communication between the sales and marketing teams.


To succeed with ABM, companies must establish a strong and strategic team that includes the leadership team, key members from sales and marketing departments, and the technical expertise required to deliver effective campaigns.


Then, depending on the goals of the campaign, an ABM approach can be used for expansion, renewals, and at-risk accounts.

Marketers can use a CRM to identify the best accounts for their campaigns. They can also identify and track trends at the account and aggregate levels.


For instance, one can track browsing data to create customized ads and promotions. Alternatively, recent promotions can be an excellent opportunity to introduce products or services.


Final Words


By comparing Account Based Marketing Vs Traditional Marketing, both have their own pros and cons for reaching potential customers. Ultimately, it's up to each business owner to decide which method best suits their product or service and target audience size.


As account based marketing becoming increasingly popular among larger corporations, there is no doubt that this strategy has its place in today's digital landscape. But it's important to remember that traditional marketing still holds its own importance when it comes to reaching large numbers of people quickly and cost-effectively.


Ultimately, choosing between the two comes down to understanding your product, your target customer base, and deciding which strategy will help you reach them most effectively!


65 views0 comments

Recent Posts

See All

Get a Free Consultancy

bottom of page