Today, marketing is all about personalization – it’s about reaching the right people in the right place at the right time. Account-based marketing (ABM) is no different – it’s a strategy that’s been gaining popularity over the past few years. In fact, 94.3% of respondents to a 2020 State of ABM survey use an ABM strategy.
That’s why ABM is an important strategy to implement if you sell high-value B2B products or services to a finite number of companies with multiple decision-makers. Using ABM automation tools is the key to scaling these efforts.
Here we’ll show you exactly how to automate your account-based marketing strategy using ABM automation tools.
What is ABM automation?
ABM Automation is a B2B marketing process that works nurse database autonomously using marketing software. The goal of ABM automation is to target companies with multi-person buying committees, at scale, using personalized content and engagement to influence their purchasing decision.
1. Scalable acquisition strategy
We know that any time you automate a process, it’s scalable. When ABM strategies are automated, your marketing team’s bandwidth is freed up. Your team can what it is, how to define it and what is its importance in marketing strategies spend more time nurturing the accounts they’re responsible for and customizing the sales cycle for the decision makers within the account. That way, new business can be acquired without the limitations of manually nurturing each account.
2. Shorter sales cycle
Consider this: When sales reps have only a few accounts to close deals on, they can become more selective about who moves through the sales cycle and when. When a specific marketing tactic works to generate leads on a particular account, the sales rep can shift their focus to that deal. ABM automation benefits sales reps by incentivizing them to work efficiently to close deals, leading to shorter sales cycles.
3. Better marketing and sales alignment
For too many marketing and sales teams, alignment between sms to data the two seems to be a goal rather than a reality. An automated account-based marketing strategy triggers and requires alignment between these two business functions to close deals. The marketing team is responsible for creating sales enablement content, while the sales team is responsible for cultivating relationships and closing deals. Without these two parts of the puzzle working together, the ABM strategy would fail. Automating the strategy by producing content at scale and following accounts through the sales process using ABM automation tools like RollWorks keeps both teams aligned and achieving their goals.