The Magic of ABM

Funneling is one of the most significant key factors in the world of marketing,
specifically Account-Based Marketing. From broad to narrow, from trial and error to
succeeding, and from nothing to something. However, there is an art to it. Marketers
have to know what they are about to sign up for, and they should also know the cost
of it. If a company is doing it right, the results could be rewarding, such as winning
over new customers.

What is Account-Based Marketing?

Let’s slow down for a bit first. In order to know more about the science behind
funneling, you must understand what Account-Based Marketing is first. For
Account-Based Marketing, there is only tailoring but no targeting. It is all about
focusing on the individual, instead of a group of potential customers. Before
anything, you need to understand the audience and identify what type of client they
would possibly be.

According to Marketo, Account-Based Marketing (ABM) is considered to be an
“alternative B2B strategy” that centralizes sales and marketing resources on a solid
set of targeted accounts in a market. The crucial part is to engage potential

customers with personalized campaigns that are created with the purpose to
resonate with each account.

As mentioned above, funneling is key. Moz states that there are 4 distinctive stages
of content marketing in the funneling process: discovery, consideration, conversion,
and retention. In short, the basic idea of “the funnel is that your pool of potential
customers grows smaller as it moves toward its first transaction with your
business,” according the Moz. On the other hand, the marketer’s responsibility is to
keep the funnel as solid and cylindrical as possible. During the discovery phrase, the
content that would usually succeed and lead to more potential opportunities are
such as blog posts, webinars, big content, comprehensive guides, videos, and
newsletter, Moz states.

More and more companies are adapting to the ABM strategies now, since it is
comparatively more effective and rewarding than traditional marketing in the
modern era. Approaching in a wholehearted manner might take more efforts than
the traditional mass approaching style, however, the outcome is what makes the
process valuable and worthy.

Steve Watt

“ABM enables B2B companies of all sizes, in all industries, to target, engage, sell, and
expand their business with their most important prospects and customers.”

Allow me to introduce a person, an Account Based Marketing writer, speaker, and
advisor, Steve Watt. Steve has a strong passion and his knowledge of ABM is wide.
He uses his influences to guide organizations in all sizes, to help them on ABM
builds. Steve would connect with ABM leaders and practitioners, who are eager to
learn, through writing, speaking, and advising. He provides insights about
innovative and powerful ways to succeed in enterprise B2B marketing.

Steve also hosts meet-up events in Downtown Toronto, called “Account Based
Marketing Pioneers Toronto”. The main purpose of the event is to share and learn.
In the event, pioneers would be invited to attend and share their insights and
learnings on building powerful ABM practices. The event is targeted mainly towards
B2B sales, marketing, or business development professionals. The next date set for
“Account Based Marketing Pioneers Toronto” is on the upcoming Monday, October
30 th . The location is 116 Spadina St. Suite 600, Toronto. This time, the event focuses
on ABM through the different perspectives of sales and marketing. Sales and
marketing leaders at CrowdRiff are invited to collaborate and do a joint
presentation on the topic.