Ariad Partners
  • About
  • Services
  • Inbound Marketing
  • Resources
    • Blog
    • Case Studies
  • Contact
  • Request a Proposal
  • Customer Support
  • Menu Menu
Blog
How to Use Marketing Automation Account-Based Marketing

How to Use Marketing Automation Account-Based Marketing

December 6, 2016/0 Comments/by Brenda Stoltz

Account-based marketing is a newer approach to marketing that focuses on personalized and targeted marketing tactics. The major difference between traditional marketing and account-based is that the focus has shifted from a single person or lead to an entire account.

Marketing automation can make account-based marketing easier to implement and execute, because it allows you to automate a lot of account-based marketing’s best practices, helping you save time, and allowing you to create more targeted and more personalized campaigns.  

Shift the Focus to Multiple Contacts

Traditional marketing tended to be a relationship between an agent at the marketing firm and a single key contact on the client’s end. But that’s all changing with account-based marketing, which recognizes that a business’ buying and purchasing decisions aren’t actually made by a single person, but by multiple people, including a:

  • Primary decision maker
  • Buyer
  • User
  • Influencer and initiator

So how can marketing automation help you with this? It allows you to identify, catalog, and track all the key members involved in the buying process so that you can get a more complete picture of who and what you’re dealing with.

Centralize All Your Data

This is part and parcel with expanding your focus to a multi-member contact team: marketing automation can help you create profiles, action items, and activity histories for every key contact you identify within a client’s organization. Marketing automation facilitates this because while account-based marketing lets you collect data based on IP addresses, marketing automation uses cookies to let you track and target key individuals. And once you create the profiles you need, you can maintain and work from one central database that houses all the information you need.

Target Your Marketing Efforts More Effectively

One of the best things about using marketing automation to facilitate account-based marketing is that you can target your campaigns to the clients with the most potential or the highest possible return on your invested time.

When you organize your marketing efforts in this way, you can easily identify the needs of your potential clients, and see which clients stand to gain the most from what you have to offer. This means you get an inside scoop into their operations and can provide solutions they may not even realize they need.

Personalize Your Marketing Approach

Account-based marketing gives you a much greater and more comprehensive perspective on the needs of your clients and a bigger picture of their organization. So while it’s much easier to tailor each campaign to an individual prospect, marketing automation can also make this much easier to implement.

When you automate your account-based marketing, you’ll have the time and resources to nurture each member of the buying team by creating personalized landing pages tailored to their needs and vision and making sure individualized content comes right to that person’s desk. And since 75 percent of people would rather have a personalized offer than a generic one, your customers will be much more responsive.

Account-based marketing better reflects the way businesses operate and are structured, so when you use this type of marketing in place of traditional marketing, it’s like getting a crystal ball handed to you. With traditional marketing, you only get one part of the picture—the one provided by your sole contact.

Account-based marketing, on the other hand, embraces the fact that purchasing decisions are made by many people, giving you a better understanding of your clients. Moreover, marketing automation can help you take full advantage of the data uncovered by account-based marketing, because it helps you automate repetitive tasks, organize data, and identify ways to personalize and target your campaigns more effectively.

Tags: Account-Based Marketing, Marketing, Personalized Marketing, Targeting
Share this entry
  • Share on Facebook
  • Share on Twitter
  • Share on Pinterest
  • Share on LinkedIn
  • Share on Tumblr
  • Share on Vk
  • Share on Reddit
  • Share by Mail
You might also like
marketing-sales-communication-alignment Marketing and Sales Teams at Odds? Bring Them Together by Following These 5 Steps
5 Steps to Planning a Successful Marketing Strategy for the New Year 5 Steps to Planning a Successful Marketing Strategy for the New Year
Your 2016 Sales and Marketing Planning Sales & Marketing Planning: Generating Leads to Meet Revenue Goals
How to Align Executives and Marketing Staff to Achieve Sales Goals
Company Blog - It is Time To Get Started Why You Should Have a Company Blog
Content Marketing 7 Tips for Effective Content Marketing
Popular
  • How to Get High Quality Leads for Your BusinessJune 20, 2022 - 2:58 pm
  • Staying Top of Mind - Lead Nurturing Best PracticesStaying Top of Mind – Lead Nurturing Best Practic...May 12, 2022 - 10:14 am
  • How to Uncover Untapped Keywords Using RedditSeptember 20, 2016 - 11:00 am
  • doinbound - screenshot showing in product supportProduct Review: DoInbound for Agency Project ManagementNovember 12, 2015 - 9:00 am
  • Bottom of Page SERPsHow Google Authorship Changes the Rules for your Search...May 16, 2013 - 7:50 am
  • Instagram for BusinessInstagram for Business: 6 Actionable Ways to Promote Your...March 14, 2016 - 11:00 am
Recent
  • How to Get High Quality Leads for Your BusinessJune 20, 2022 - 2:58 pm
  • Staying Top of Mind - Lead Nurturing Best PracticesStaying Top of Mind – Lead Nurturing Best Practic...May 12, 2022 - 10:14 am
  • Relationship Selling – 6 Tips to Provide Value and...April 19, 2022 - 9:45 am
  • Provide customers more value5 Foolproof Ways Your B2B Company Can Provide Customers...March 18, 2022 - 10:29 am
Comments
  • Brenda StoltzThank you!September 29, 2017 - 12:36 pm by Brenda Stoltz
  • mrfaruquefantastic post.September 29, 2017 - 8:07 am by mrfaruque
  • BoostlikesAny once can buy real instagram followers for their brand...April 12, 2017 - 6:38 am by Boostlikes
  • Devender sainiIt is very useful Steps to Planning a Successful Marketing...February 1, 2017 - 2:13 am by Devender saini
Tags
B2B Marketing Bad Leadership Best Practices Blind Spots Business Growth Business Priorities Buyer Personas Communications Company Culture Competitors Content Creation Content Marketing Conversion CRM Customer Customer Relationships Empower Employees Entrepreneurs Feedback Focus Goals Google Authorship Google Penguin Government Contracting Inbound Marketing Internet Marketing Keywords Landing Page Leadership Challenges Managing People Marketing Marketing Automation Marketing Strategy Marketing Tactics Performance Positioning Productivity ROI Sales SEO Small Businesses Social Media Social Media Marketing Strategy Team Alignment

Subscribe to Our Blog

Tags

B2B Marketing Bad Leadership Best Practices Blind Spots Business Growth Business Priorities Buyer Personas Communications Company Culture Competitors Content Creation Content Marketing Conversion CRM Customer Customer Relationships Empower Employees Entrepreneurs Feedback Focus Goals Google Authorship Google Penguin Government Contracting Inbound Marketing Internet Marketing Keywords Landing Page Leadership Challenges Managing People Marketing Marketing Automation Marketing Strategy Marketing Tactics Performance Positioning Productivity ROI Sales SEO Small Businesses Social Media Social Media Marketing Strategy Team Alignment

Footer Logo

Company

  • About
  • Blog
  • Inbound Marketing
  • Contact

Services

  • Inbound Marketing
  • HubSpot Services
  • Design & Development
  • Ariad For Agencies

Ready To Get Started?

Request A Proposal
Inbound Marketing Company © Copyright - 2023
Ariad Partners, LLC, Wellsboro, Pennsylvania, 16901, United States (US)
  • Privacy
  • Terms of use
6 Things to Do to Finish the Year with a Bang6 Things to Do to Finish the Year with a BangWhat Will Be Hot This Year in B2B MarketingWhat Will Be Hot This Year in B2B Marketing?
Scroll to top

Pin It on Pinterest

Share This
  • Facebook
  • Twitter
  • Google+
  • Pinterest
  • reddit
  • LinkedIn
  • Tumblr