Human to Human (H2H) - Account Based Marketing Strategy

In the complex world of B2B industrial markets, it’s important not to forget to be H2H (Human to Human). And an essential component of delivering a personalised and authentic customer experience is to implement Account Based Marketing. 

Account Based Marketing (ABM) involves different parts of an organisation purely focusing on an account or key customer to increase their share of wallet. ABM is about selling and marketing to individual accounts on a one-to-one basis (led by the marketing team). Historically, sales manage and sell to customers this way, especially in B2B market environments. A sales representative or account manager would typically manage a sales territory made up of a number of accounts.

With ABM, an industrial marketing team can embrace a similar approach. The focus is on quality and one-to-one unique experience. Moving away from quantity and a mass/commoditised offering.

Developing your ABM Strategy

No matter how sophisticated we want to get with both our selling and marketing approach, the principles of B2B industrial marketing remain the same. You will need to:

• Set your objectives
• Understand your audience
• Do your research
• Select your mediums
• Craft your messaging/content
• Execute
• Test and Improve

This will help you to execute an ABM marketing program to deliver ROI and your set objectives.

B2B Industrial marketing teams who focus on their brand purpose and link this to their ABM strategy with a H2H approach will engage, rather than interrupt.

The real beauty of ABM is the alignment that can take place between sales and marketing. ABM can bring these teams closer together – aligned by a common and agreed purpose. A new era of customer-centricity starts to emerge, where these two departments are working together in the best interest of the account to then deliver maximum value back to their organisation.

Depending on your preferred approach to ABM, your tactics will vary. For example, in a one-to-one approach, you will focus on a key account and direct your efforts to their challenges, growth plans, and future vision. In this scenario, your work may involve in-depth research and an action plan to ensure both sales and marketing are working on shared objectives.

The Final Word on ABM and H2H

Account Based Marketing leveraging a H2H approach will power up your industrial company and turn transactions into interactions with your key accounts.

To learn more about our approach to ABM download your Industrial Account Based Marketing Guide.

Related: 3 Ways to Grow Your Brand

Other Reading: Find the Right Metrics For Your Sales Team

INDUSTRIAL ACCOUNT BASED MARKETING GUIDE

Learn how to craft a knock-out Account Based Marketing (ABM) program to achieve the ROI with your marketing and business objectives. You’ll have access to our secrets in ABM campaign development, creative execution, and measurement.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.