- On July 7, 2021
Account-based marketing – we’ve talked about this before and we’ll continue to talk about it in the future. As a channel marketing company with a real thirst for vendor channel marketing, we know that ABM is important for the success of many companies. But do you know why ABM is so important? How it can impact your vendor channel development? How creating an account based ecosystem can have an impact on your partner enablement strategies? No? Well we do.
Let’s take a look at the different capabilities ABM has and what that means for you.
With ABM you are able to identify specific accounts that you plan to target. Find companies that meet your criteria, are showing strong buying signals, and are demonstrating an interest in your product. This helps drive your vendor channel marketing efforts not only in search of sales but also when searching for those ideal partners to round out your program.
Gaining insights for ABM is part of your planning and preparation process. This is where you start your strategy. Narrowing down account profiles (decision makers, buying process, trends, value props), creating an account marketing plan (strategy, objectives, media, budget), and data preparation. A great way to keep abreast of these metrics as a vendor can be using a PRM tool, allowing a great deal of transparency between you and your partners and keeping all of your targets and plans in alignment.
Content strategy and production drive the media and messages to be delivered in order to achieve each account’s marketing plan. Ensure your messages are personalized and relevant for each specific industry and account. You don’t want to be sending irrelevant messages. This can be twice as important when trying to run a vendor channel marketing program via partners. Always remember the content your partners receive should embody your ideologies, speak with one, co-branded, voice, and hit every pain-point possible of your intended audience. Do all of those things and your partner enablement will never be a worry again.
This is defining and configuring the relationship between the account marketing plan, content, and channel delivery. by aligning these metrics behind your overall channel goal you develop a unified strategy that takes your channel, or partner enablement into the stratosphere.
Distribution is delivering impressions based on the orchestration parameters (email, website, display, social, search). By broadening your vendor channel marketing using an ABM strategy you enhance the amount of impressions you’re likely to receive ten-fold by capturing multiple different decision makers at multiple levels within your target company.
You’ll be receiving analytics based on account level activity. It is designed to identify and optimize the results of your investments as well as optimize the relationship between the account marketing plan, content, and orchestration.
These are only 6 capabilities ABM offers – there are many more! It is easy to see why ABM is a smart solution for your company. and if you need to learn more you know who to ask…
Redefine Your Account Based Marketing With Gorilla
We hope you’ve enjoyed reading our perspective on how a channel marketing company can upgrade your account based marketing. If you’re interested in learning more about how an ABM strategy could help with your vendor channel development, contact us to learn more about the ways we can help you enhance your solutions.