Account-based marketing (ABM) is a business growth strategy focused on collaborating with sales and marketing teams to deliver personalized campaigns for high valued accounts. Personalization is a critical factor that drives consumer action.
An account based marketing agency assesses your organization’s goals and requirements and develops the right ABM strategy for successful executions of one-to-one or one-to-many campaigns. According to a personalization marketing report, 91% of customers are likely to shop with brands that offered personalized deals and recommendations.
Factors to Consider When Choosing an Account-Based Marketing Agency
Understand the complete range of services offered by the marketing agency. Implementing a successful ABM campaign required both the marketing and sales team to work in tandem. Organisational objectives tend to evolve with the changing dynamics of the marketplace.
Is the market agency capable of handling 1:1 account expansions, segment target audiences, and create personalised campaigns or execute a technology-intensive campaign targeted at a large audience?
Some of the standard services offered by the marketing agency are:
- Establishing an ABM roadmap for your organisation
- Developing and executing personalised pilot campaigns
- Scaling ABM campaigns to target multiple accounts
- Mediate between the marketing and sales team
How experienced is the marketing agency you want to work with? An ABM strategy, although complex, can be implemented within your organization. So, why is there a need to reach out to a marketing agency? The answer lies in the marketing agency’s experience, successfully executing multiple ABM campaigns for several clients.
You can ask about it in your peer group or look for third-party reviews to ascertain the marketing agency’s industry expertise.
It should be easy for you to find client testimonials on the website of the marketing agency. A simple Google search will provide you with access to customer reviews. Understand what the marketing agency has done for its clients? What results have they delivered? What are their work ethics? Will organizations want to work with them again? If yes, why so?
Despite the brand image presented, it is the client’s success stories that offer you a glimpse into the agency’s inner workings and if they can actually deliver on the promises they make.
The agency may have delivered successful ABM campaigns for many clients. How do you know the strategies they implemented will work for your industry vertical as well? Before signing up with any agency, have a consultation meeting with their strategist to understand their work process and if their services align with your organisation needs.
Most agencies offer a free consultation meeting. Some even provide you with proposals. Leverage this option to weigh the options at your disposal.
Opting for ABM strategies does not mean overhauling your current marketing approach. It involves leveraging your current strategy to land new accounts, maximising your organisation’s share among high-value accounts, and optimising the client conversion process.
Look for tangible results the account-based marketing agency has delivered for its existing clients, sit in for a free consultation and evaluate their process before signing on the dotted line.