If you have a number of high-profile or large accounts or clients, then directing your marketing effort towards those specific targets in a consistent, aligned way can boost your return on investment. Account based marketing forces an alignment between your sales and marketing teams because your messaging must be in sync to have the best success. The approach is highly personalised in nature, respecting the unique characteristics of each target group, enabling it to result in quicker, higher revenue income.
The first thing we do at novi.digital is develop an account-based marketing strategy that will enable your sales and marketing forces to work together. Everyone needs to agree on the common goal – usually how to target potential customers and achieve sales.
When marketing budgets are focused towards the most important accounts, both the execution of the strategy and measuring success become easier. Think about the following questions:
This is about profit and longevity, but it is also about who you want to work with and who will be easy to work with. Who would deliver the best return on a long-term basis? Tell us about existing clients who might want to develop their account further, and those who have an urgent requirement that you have the capacity to address. Together, we will help you make them feel as if they are your only client.
Not the social media type of influencer, we mean the people at your target companies with the influence and authority to say yes – the buying committee. To convince these individuals you must understand their strategic objectives. Analysing all of your team’s individual contacts at this company, we connect their requirements to these objectives to achieve a sale.
At novi.digital, we don’t just bombard people with messages and content. Every account holder and stakeholder for every B2B account-based marketing campaign is an individual with challenges you can solve, interests you can appeal to and needs you can meet. Listen to them and understand them, and everything you do will become more relevant.
This isn’t about what’s currently popular, or the channels that are easiest to use. Account-based marketing tactics use channels that your influencers use, and they aren’t necessarily the same across an industry or sector. We find out exactly what they use, and more importantly, the channels they trust, and we target our efforts there.
Create a playbook. We ensure that everyone knows who is responsible for every part of the account-based marketing framework, and when they are going to do it.
We don’t use a one-size-fits-all approach to account-based marketing. There are many approaches and at novi.digital we work with you to find the most relevant option, then tailor it further. Take a look below:
This approach uses a core principle of relationship building. We develop highly personalised campaigns that communicate your detailed understanding of the target client and the challenges they face.
If you need to pursue a small number of accounts with similar characteristics, this approach enables you to produce several campaigns at scale using similar messages and creative output.
This approach uses a combination of the strategic and lite approaches by using cutting-edge technology to produce campaigns at scale. Typically we’ll focus on a particular vertical or horizontal segment.
The impact of aligning sales and marketing efforts are numerous. They include:
• Organisational alignment with objectives
• Development of an account-based marketing team
• Refinement of target accounts
• Collaborative working between sales and marketing
• Targeting high-quality accounts and contacts
• Strengthened relationships with buying committees
• Increased relevance and market knowledge
• Measurable results
Want to work with us?
As your account based marketing agency, we will refine your existing lead generation and turn it into something powerful and relevant. Key prospects will be identified with your sales team and we’ll develop audience-specific messages and activities that will speak directly to buyers. Ready to boost your engagement with your highest profile accounts? Get in touch with us today to find out more.