{"id":80610,"date":"2019-10-31T12:25:21","date_gmt":"2019-10-31T19:25:21","guid":{"rendered":"https:\/\/oroinc.com\/b2b-ecommerce\/?p=80610"},"modified":"2021-12-30T04:00:29","modified_gmt":"2021-12-30T12:00:29","slug":"account-based-marketing-for-b2b","status":"publish","type":"post","link":"https:\/\/oroinc.com\/b2b-ecommerce\/blog\/account-based-marketing-for-b2b\/","title":{"rendered":"A Beginner Guide to Account-Based Marketing in B2B | OroCommerce"},"content":{"rendered":"

Are you familiar with the latest trend in B2B marketing? Account-based marketing is a new approach that\u2019s garnering attention because it gets results. It\u2019s loosely based on the philosophy of the legendary Father of Advertising,<\/span> David Ogilvy<\/span><\/a>. He famously said, \u201cDon\u2019t count the people you reach; reach the people that count.\u201d Account-based marketing for B2B is a strategic approach to marketing that focuses on the few instead of the many.\u00a0<\/span><\/p>\n

If you haven\u2019t heard about account-based marketing or don\u2019t know if it\u2019s right\u00a0 for your business, here\u2019s an account-based marketing 101 primer.\u00a0<\/span><\/p>\n

Account-Based Marketing Versus the Traditional Approach<\/b><\/h2>\n

In a traditional approach to marketing, you generally head out to sea and cast a large net in hopes of capturing as many leads as possible and<\/span> drawing the leads you catch into your funnel to feed your sales pipeline<\/span><\/a>. You pick and sort through what you\u2019ve caught in your net, tossing back the undesirables and holding onto the \u201cgood\u201d ones you hope to sell for a profit. It can be a messy business, but it does work.<\/span><\/p>\n

With account-based marketing for B2B, you get in the boat and head to a specific fishing hole and get to work using a pole, bait, and tackle that is specifically designed to catch the fish you want. In other words, you are taking a highly targeted approach to catching one fish. Often, that fishing spot is in your own backyard.<\/span><\/p>\n

Account-based marketing targets one company or one account and then further targets the decision-makers at this account with coordinated and highly personalized sales and marketing tactics. Instead of mass marketing, account-based marketing is singularly focused. That target may be either a high value target or a high-volume target.\u00a0 Account based marketing turns the traditional lead funnel on its head.\u00a0<\/span><\/p>\n

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Source<\/span><\/a><\/p>\n

Chances are, if your sales force has developed close relationships with many of your customers, they\u2019ve been practicing informal account-based marketing without even knowing about it. Any time they pick up the phone or drop an email to discuss how a new product might improve the client\u2019s business, they have been practicing a rudimentary account-based marketing.\u00a0 But this is the digital age, and the time for rudimentary practices has passed.<\/span><\/p>\n

Business That Benefit from Targeted Marketing<\/b><\/h2>\n

According to<\/span> SiriusDecisions<\/span><\/a> research, the largest adopters of account-based marketing aren\u2019t necessarily the largest companies. Among those account-based marketers surveyed, their sales volumes were as follows:<\/span><\/p>\n