Though not a new concept in itself, account-based marketing has risen to new heights regarding the trend for marketers. Account-based marketing has been an excellent way for large companies to bring in large clients by going to decision-makers rather than focusing on single leads. However, this is changing in the current environment of business, with smaller and smaller companies looking into how they can make account-based marketing work for them while still staying within budget.
As a brief overview, account-based marketing has made marketing smaller in away. It is a “hyper-personalization” marketing tactic that targets a company’s IP address. This means you show targeted ads to the correct people within a single organization. This means you can use all the information you collected about your most valuable leads and create targeted content for them. You can show only specific content to website visitors.
In such a fast-growing market, it would only make sense for web hosts to apply an account-based marketing model when trying to attract new large scale clients. If a company becomes unhappy with their current service provider, whether they are not getting the customer service they want, the speeds and storage needed or if the price isn’t right, they will start shopping around. This is where this IP targeted method works. Since when looking for a new provider, it will not be one person making that decision, it will be a larger group of people. So if your team sees that a large potential client starts coming to your site, you can begin to market what you have to them right from the get-go.
This means you can directly market your great business content, bring forward created content that relates to their industry, and give them all the information they need to go ahead to the group to say that your web host is the only one that makes sense for them.
This new way of targeting your larger clients is excellent, because of the diversity you can give to them through directed content. If a potential client comes onto your site and only ends up seeing content directed towards small-mid-sized companies within your service, that may be the only impression that they get from you. But, say a large sports company decided that they may switch to you and see content that directly speaks to them, it may look better than if they first understand all of the deal you have for bloggers and small organizations.
It is a bit funny how fast some changes can come mass marketing is taking a turn for the worse and is starting to fall off as the industry standard as the best way to reach your audiences. In the social age, people want their promotions to be personalized, through content and influencers. Account-based marketing touches on this giving your visitors a more personalized experience and has become a great way to stay on top of your competition.
I know this may sound easier in theory then it may be since resources need to be allocated to get account-based marketing started within your organization. With the possibility of large clients entering into your service, that overhead could be worth it very fast. Many organizations are beginning to use account-based marketing. Some are even creating marketing teams that interact heavily with sales teams to be able to catch these leads better as they show up on the radar.
When it comes down to it, account-based marketing is not a passing trend and should not be ignored by any client-based business. This has become a way not only to differentiate yourself from your slower adoption competitors but also to bring in critical clients who may have otherwise overlooked you. It gives each company the chance to create, build, and manage a relationship from the time they lead to when they become a long-standing client.
If you would like to learn more about what account-based marketing is all about, check out the blog written by our own Veronica Taylor; How Will Account-Based Marketing Change Your Business? It gives a complete insight into what account-based marketing can do and why you should take a more extended look at the strategy.
Comments