Account Based Marketing for Manufacturing Companies

What is Account Based Marketing?

Account Based Marketing (ABM) is a marketing strategy that concentrates marketing efforts on a set of target accounts within a market. The strategy utilizes personalized campaigns designed to engage each account directly. The marketing messages are based on the specific attributes and needs of the target account.

Account Identification and Discovery

Account Based Marketing (ABM) is a marketing strategy that concentrates marketing efforts on a set of target accounts within a market. The strategy utilizes personalized campaigns designed to engage each account directly. The marketing messages are based on the specific attributes and needs of the target account.

Persona Development

By creating personas for people in your target accounts, we will be able to personalize our messaging to their interests and needs.

This includes a breakdown of the different roles involved in the purchase decision and their relationship to the sale.

Message and Content Creation

Personalized messages targeted to your identified targets will be the cornerstone of your ABM plan. After the initial creation/review of your buy persons and existing content, we will spend time analyzing persona pain points and buying decision criteria. Additionally, we will work with you and your sales team members to gain insight into their perceived value of the content and additional pain points expressed by your customers and prospects.

This information will be used to identify what existing content can be used at various stages of the buyer’s journey for all of your targeted accounts. This analysis will provide the content holes that must be filled for a complete ABM workflow.

The stages of the content include Awareness, Education, and Solicitation.

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Stages of Content - The Foremost F Pattern

Your product or service is the last thing on their mind. They are subconsciously filtering out your content unless you can make it relevant to their world.

Relevant content to them is content that presents a unique or useful perspective on a current pain point they are having. The primary goal is to build trust or rapport between your brand and the prospect.

Targets in the awareness campaign will see your brand’s ads on supported networks including Google Display Network and Social Media Platforms.

Awareness

Your product or service is the last thing on their mind. They are subconsciously filtering out your content unless you can make it relevant to their world.

Relevant content to them is content that presents a unique or useful perspective on a current paint point they are having. The primary goal is to build trust or rapport between your brand and the prospect.

Targets in the awareness campaign will see your brand’s ads on supported networks including Google Display Network and Social Media Platforms.

Education

Why should one of your target accounts take time away from everything else they are doing to engage with your brand and content?

Through the awareness campaign, we have built some trust and affinity between your brand and the target account. Now we will need to frame their problems in ways your company offers the solution. This means altering their perception to understand why their problem is important to solve.

This is not content that is focused on your products. But rather the problem these products can solve.

Targets in the education campaign will receive automated email messages from your sales team, along with display and social ads pointing to the educational content.

Solicitation

The trust and awareness between Waukesha Foundry and your target accounts have been built. Your prospects understand there is a problem and we will provide the path to resolve that problem.

Your products offer the solution to the problem that was framed in the education campaign. Along with showcasing your products, we will show them the next steps towards easing the pain they are causing.

Another round of automated emails with more direct response display ads will be used to establish connections and begin conversations.

Sales Relationship

Now comes the hand-off for sales to take over. These will be direct emails from the sales team using all of the information we have acquired from the campaign. While not every prospect will have a need at the moment, this direct connection will open the door for future conversations.

Nurture

We don’t want to lose the trust and rapport we have built with the target accounts just because there isn’t an immediate need. Nurture campaigns allow us to stay top of mind on semi-regular intervals to provide value without being focused on sales. This will allow us to continue building trust and be the first company they think of when there is a need.

Workflow Development

With targeted personalized messages in hand for each target account, it is time to begin the delivery of your messaging. We will create a visual flowchart, showcasing the entire engagement for each targeted account. This will include all touchpoints and the content associated. Other channels identified throughout the content assessment will also be utilized, including the website, PPC, remarketing, and other “content-water-cooler” blogs (where the target accounts regularly find information).

Implementation

With the agreed-upon engagement in place, we will begin the implementation process. Foremost uses an internal review system to ensure all workflows and systems are set up exactly how the visual map states. We will also have you approve before going live.

Measure and Optimize

Regularly measuring the results of your ABM plan allows for continuous optimization. This includes identifying where opportunities exist to improve conversion percentages by stage and also absolute metrics for Marketing Qualified Leads, Sales Qualified Leads, win rate, and average deal size for accounts. This will be based on the KPIs established at the beginning of the ABM plan process.

Navigating the Unique Challenges of Manufacturing with Tailored ABM Strategies

In the manufacturing sector, where sales cycles are notoriously long and buying committees grow increasingly complex, traditional marketing approaches often fall short. This is where Account-Based Marketing (ABM) comes into its own, offering a more targeted, efficient pathway to connect with high-value prospects in this niche market.

Integrating Advanced ABM Tools and Technologies

At Foremost Media, we understand that the right tools are crucial in executing a successful ABM strategy. Our approach involves integrating cutting-edge ABM tools and technologies that are specifically suited to the unique demands of the manufacturing sector. We partner with leading ABM platforms, using these sophisticated tools to provide pinpoint accuracy in targeting, enhanced account intelligence, and a more comprehensive understanding of the customer journey.

Sales and Marketing Synergy for Greater Impact

ABM is not just a marketing initiative; it's a strategy that necessitates close alignment between sales and marketing teams. We emphasize this synergy, ensuring that both teams work in concert to create a cohesive experience for target accounts. Our strategy involves synchronizing sales and marketing activities, utilizing account intelligence at every touchpoint, and developing customized sales collateral that addresses the specific needs of your target accounts.

Personalization at the Core of ABM

In the world of ABM, personalization is key. We craft strategies that cater to the individual needs and behaviors of accounts, moving beyond generic marketing tactics. Our focus is on creating targeted content and personalized customer experiences that resonate with each specific account, enhancing engagement and improving conversion rates.

Maximizing ROI and Marketing Efficiency

For manufacturers, where the market is often highly specialized, ABM offers a way to maximize ROI and marketing efficiency. By focusing efforts on a smaller, more targeted group of high-value accounts, we help you allocate resources more effectively, reducing waste and improving the overall impact of your marketing campaigns.

Staying Ahead with Emerging ABM Trends

The ABM landscape is continually evolving, and staying ahead of these changes is crucial. We keep our finger on the pulse of emerging ABM trends and innovations, adapting our strategies to ensure your marketing efforts remain effective and relevant. Whether it's leveraging new data analysis techniques or exploring innovative ways to engage with accounts, we are committed to keeping your ABM strategy at the forefront of industry developments.

In summary, our ABM approach for manufacturers is designed to address the specific challenges and opportunities of this sector. Through the integration of advanced tools, alignment of sales and marketing, personalization, efficiency, and adaptability to emerging trends, we aim to drive meaningful engagement and tangible results for your manufacturing business.

ABM Excellence: Account Based Marketing for Manufacturers