Everything You Need to Know About an Account-Based Marketing Agency

Your Marketing is No Longer One Size Fits All

Upgrading your marketing is not a one-size-fits-all. For B2B businesses, especially those with long sales cycles, Account-Based Marketing (ABM) has become a game changer. However, what exactly does an account-based marketing agency do, and how do they help you unlock your growth potential? Let’s break it down.

What Is Account-Based Marketing?

Account-Based Marketing is the personalized and highly targeted approach to B2B marketing. It does not throw a wider fishing net like demand generation, instead, it addresses a particular cluster of high-value accounts as a separate market. It is a joint effort, and often, Marketing and sales teams have to hoist the flag together because they need to collaborate to generate micro-targeted campaigns.

“With ABM, companies go from a lead-based model to a model of permanent connection to the right decision-makers at the right accounts. The evidence-based, outcome-focused engine of ABM is fast becoming a must-have approach for companies that want to form meaningful connections with clients and impact the bottom line.”

Why Use an Account-Based Marketing Agency?

Although ABM can be transformative, successfully implementing an ABM strategy is easier said than done. Here’s where a provider of account-based marketing that’s hitting the mark can be a godsend.

Advantages of Working with an ABM Agency

Expertise and Insight

ABM agencies focus on creating campaigns that are relevant to your industry and business objectives. They are built on years of knowledge and understanding what goes into making an impact.

Technology-Driven Approach
ABM agencies know how to leverage modern methodology (intent data platforms, CRM integrations etc.) to make personalization easy & unobtrusive, and to track account engagement in real time.

Scalability
In-house ABM campaign management easily becomes overwhelming. By hiring an agency to handle that work, you can scale without overtaxing your team or resources.

Objective Perspective
Getting an outsider’s perspective on your initiatives makes sure strategy making is not influenced by biases. Their outsider’s view frequently unearths untapped opportunity.

Cost-Efficiency
Although an agency requires an investment, it can tend to yield a faster ROI by avoiding costly mistakes and maximizing campaign efficiency.

ABM Agencies: Core Services Offered

Strategic Planning and Targeting
Agencies will assist you in defining your ICP (Ideal Customer Profile) and will help you to find out the accounts to target. This is the phase when evidence-based decisions and background research is placed in the limelight.

Customized Creation of Campaigns
Creating anchored messages to bespoke account level content, ABM agencies use a level of personalisation to connect with your target decision makers that is second-to-none.

Sales and Marketing Alignment
A critical part of ABM is making sure your sales and mar-com teams are on the same page. Birds of a feather—such connectedness is aided and abetted by agencies such as Mindshare, which was founded in 1997 and has all but refined mediapanning into an art form.

Analysis Results and Account Insights
Agencies are constantly monitoring and measuring account engagement data, which means you can adjust your strategy on the fly. ABM tools like Demandbase and Terminus are typically the “engine” behind these campaigns.

Multi-Channel Execution
ABM is not any one channel. Agencies control campaigns at every touchpoint – from email and LinkedIn ads to programmatic advertising and events – allowing for coverage across the entire buying process.

Measuring and Optimizing Performance
One of the most appealing aspects of ABM is that it is quantifiable. ABM agencies monitor how well campaigns are running, adjust tactics, and report on ROI metrics.

Picking the Right Account-Based Marketing Agency

Criteria for Selection

• Industry Expertise
  Questions to consider: Has the agency worked with companies in your industry or in your field of focus?

• Compatibility with Technology Stack
  Make sure that their tools of choice happily play nice with your stack, so there is no interruption.

• Proven Track Record
  Read case studies, testimonials, and references to ensure that you believe in their level of expertise.

• Customization Capabilities
  We can’t just use generic ABM tactics. Select an agency providing you with tailor-made campaigns.

• Transparency
  Request for a transparent action plan, pricing model, and regular reporting.

Essential Questions to Ask

• What types of industries/markets have you operated in before?

• Could you offer some successful examples of ABM campaigns?

• How do you get sales and marketing to work together?

• What are the tools and technologies you use?

• What is your usual way to onboard?

Use Cases: Effective ABM Campaigns

Case Studies in Account-Based Marketing

Example 1: The IT Edge
ABM agency supported deal closings growth by 40% within 6 months IT-services company. When we were able to reliably identify our key target accounts with intent data and run really personalized email campaigns, decision-makers started responding to us much better than before.

Example 2: The Cutting-Edge Industry of Manufacturing
An aerospace manufacturer used ABM to win three enterprise-level accounts in just 90 days. The firm developed targeted LinkedIn outreach campaigns that made their company stand out as with a trustworthy and innovative industry pacesetter.

These case studies reveal the flexibility of ABM as executed by a seasoned agency.

The ABM of Tomorrow and the Role of Agencies

ABM is constantly changing, and agencies are leading the way, leveraging AI, and predictive analytics, with the goal to continue more to perfect targeting and engagement.

The future for ABM will be hyper-personalization at scale, delivering dynamic content, and a total move away from leads to account intelligence. The agencies will still play a pivotal role in determining strategy and delivering leading-edge solutions for companies who want to be truly remarkable.

You drive the business, we’ll drive the growth with Account-Based Marketing

Increased Adoption of Account-Based Marketing for the B2B World

ABM has become increasingly important for B2B companies with high-value accounts, help to create and consolidate long-term relationships. When you work with a world-class account-based marketing agency, you benefit from real strategic clarity, productivity, and performance improvements.

Are you prepared to expand your consciousness?
Begin your ABM journey right now, and get in touch with professionals who know what it takes to develop winning strategies.