The Africa Account-Based Marketing (ABM) Review 2019 – Powered by Digital Kungfu
Give your opinion and stand a chance to win a professionally produced white paper for your company worth R25,000.
Digital Kungfu, Africa’s Best Tech Start-Up, invites you to participate in the first nationwide research project exploring the state of the holy grail of B2B lead generation: Account-Based Marketing (ABM) – in South Africa.
What is ABM?
ABM is the structured and strategic treatment of key accounts as markets in their own right. It is the traditional sales and marketing funnel flipped. And while it may feel counterintuitive to put a lot of one’s eggs (budget) in one strategic basket, according to a survey from the Information Technology Services Marketing Association, 84% of businesses using Account-Based Marketing (ABM) report that this strategy delivers higher ROI than other marketing campaigns.
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Why it works
ABM is the almost inevitable answer to a digital landscape that increasingly presents greater opportunity for insights and greater demand for personalised, precise messaging on relevant channels.
ABM is to traditional marketing what spearfishing is to trawling. While the traditional marketing mindset aims to net as many fish as possible with the hopes of landing a few keepers, ABM is a much more strategic way to do outbound and requires planning, patience and precision. With ABM, instead of ending your campaign with a jumbled assortment of prospects in your net, you dive deep to get to your best catch first.
Sometimes (and perhaps more accurately) termed “account-centric marketing”, ABM takes its cues from its target audience. The first step in any successful ABM campaign is the careful selection of target accounts based on a number of factors: buyer propensity, likelihood and estimated value of conversion and ability to reach stakeholders with personalised content.
Buyer personas (and in the case of systematic ABM, actual individuals) are identified at critical phases of the buyer process and diverse stakeholder pain points are mapped. Personalised content is then generated and channelled to stakeholders, guiding each along a unique buyer narrative culminating in a common destination – conversion (and/or retention, and/or expansion!).