The Significance of ABM
The Information Technology Services Marketing Association (ITSMA) says that 81% of marketers believe that ABM return on investment is stronger than other marketing initiatives. ITSMA is also the organization which introduced the concept of account based marketing back in 2004.
According to the concept, there are 4 key success factors (KSFs):
- Client-centricity: This KSF talks about identifying business needs and taking a problem-solving approach rather than an impersonalized sales pitch.
- Marketing and sales partnership: An important success factor is to adopt a full collaboration of marketing and sales initiatives for an integrated approach.
- Reputation, relationships and growth: ABM goes beyond just near-term revenue. It fosters meaningful and long-lasting associations.
- Tailored programs and campaigns: Tailored content and programs with personalized propositions addressing challenges, drives interest and engagement.
How does TSL leverage core ABM KSFs and add its subject-matter expertise?
TSL Consulting has 20+ years of domain experience in full-funnel marketing in tech-driven industries. Our prime forte is in aligning the marketing and sales teams to work towards a unified objective. Whether we promote mainstream products or a niche enterprise solution, we adopt an integrated marketing approach to first focus on selective high-value accounts.
Although our ABM strategies mostly revolve around one-to-few accounts (ABM Light), TSL has served its clients with a combination of ABM models, which are:
1) Strategic ABM: Here we create very hyper-personalized content and messaging for one-to-one engagement, targeting one specific account which has the potential of becoming a strategic account. We focus on the targeted account and its operations on a granular level. A detailed analysis of the key persona, functions, products and processes is conducted. Our in-house AI/ML-driven company data extraction tool gives real-time information on the buyer eco-system. There is information on current IT infrastructure, key-decision makers, current vendors etc., and sizing of such accounts is also conducted for revenue potential analysis.
2) ABM Light: This is the ABM methodology, which is our core expertise. Here we help you to identify 10-15 accounts from similar industries, vertical, geo which fits in with your ideal customer profile (ICP). The content and messaging and multichannel campaigns are customized to an extent where the industry-related challenges are communicated to a broader group of similar accounts.
3) Programmatic ABM: This approach adopts data-driven strategies to deliver personalized marketing to a much larger audience. TSL specializes in automating sequential ad placement and contact delivery to optimize the reach of multichannel digital campaigns. AI/ML-powered tools identify high-potential accounts and give real-time analytics on the various performance metrics of the campaigns.
What makes TSL’s ABM strategies a game-changer?
TSL Consulting, as your integrated marketing and sales service partner, has proven experience in ABM strategies, which specializes in a tech-based set of high-value accounts.
The core parameters of determining the ideal customer profile (ICP) are,
- Industry vertical
- Employee size
- Geography
- Buying potential
- Your product/solution fitment potential
Our data-driven account mapping and analysis entails the following:
Capturing the Mind share of the ICP
After identifying a set of accounts as per the ideal customer profile (ICP), our integrated marketing strategies center on 5 fundamental metrics of capturing a significant mind share of such accounts.
- Brand awareness & visibility: This is the top-of-the-funnel phase where we reach out to the target accounts with customized persona-based messaging and content-driven information which showcases your brand, which showcases your company’s journey and important milestones. This can be very strategic communication which can appeal to the C-level stakeholders as well as key influencers with an empathetic and interactive tonality.
- Positioning: The promotional campaigns in the positioning phase are focused here on the target audience communicating the functional benefits, the brand promise of delivering consistently and the core values and personality
- Value proposition & differentiation: Here your core and unique value propositions, and problem-solving features of your offerings are communicated. It is done with a range of formats of inbound and outbound campaigns like call scripts, email, and content syndication based on content consumption patterns, social media ads, etc.
- Establishing Thought Leadership with your tech audience: Curating very persona customized content on technology trends and analysis, projected business trends, thoughts and opinions, best practices etc. are positioned through multiple channels. Further engagement and interactions initiatives are carried out with the C-level management of the targeted account/accounts.
- Persona-focused ad campaigns: The approach here becomes hyper-personalized with establishing social media platform connections with key stakeholders and sharing information, ads and articles that are directly connected to their current business trends and developments. Business events and seminars play an integral role here and TSL specializes in organizing focused events and webinars to drive customer signups and appointments.
Capturing the Mind and Wallet share of the ICP
This is a more advanced stage of account-based nurturing where all the engagement-driven campaigns aim at interactions and appointments. TSL’s core approach to gaining mind and wallet share are:
- Value differentiation by buyer/influencer persona: TSL specializes in giving distinct value differentiations to different buyer personas. For example, we will position your offering’s key features in different ways for a CTO and an IT manager.
- Profile/ function-specific messaging: Similarly, we pitch your solution/service to different personas according to the role they play in their organizations.
- Present relevant use cases/case studies: Building a level of trust and engagement with the target persona is our key strategy. We showcase your success stories in a way that resonates with the key audience.
- Integrated marketing, demand gen & customer acquisition: We specialize in engaging with a tactical mix of content, differentiated messaging, relationship-driven tele-nurturing and appointment setting for you to convert MQLs to SQLs faster.
Why is TSL your ultimate ABM Strategy Partner?
TSL comes with 20+ years of domain experience and subject-matter expertise in B2B tech industry-based sales and marketing functions. Our sales and marketing teams work together to help you with identifying, nurturing and acquiring new customer accounts. Our expertise in account based marketing has proven quantifiable business outcomes for businesses of all scales and sizes who want to expand in untapped markets.
Let’s set up an introductory call to explore together the growth opportunities for your business.
Call us on +91 9529286060 or mail us at smohite@tslmarketing.com
