Account-based marketing or ABM is the latest trend B2B marketers are flocking to for their edge in the martech landscape. Account based marketing is no recent phenomenon, but it’s emergence as a viable marketing strategy has left enterprise exclusivity and led to increased adoption amongst the SMB market. As martech advancements allow marketers the ability to cohesively manage their various digital marketing channels, account based marketing has become the buzzword for enhanced martech adoption.
Traditional business marketing maintains its focus on mass communication, casting a wide net of content through various digital channels with the goal of attracting interest from a sea of prospects. Traditional inbound channels, SEO, PPC, content marketing & social marketing feed from the pool of many. With traditional business marketing reliant on bait, the flow of inbound leads remains a waiting game. Adversely account based marketing transforms digital communication into a highly targeted pool of the few, namely select groups of accounts. Account based marketing is defined by its methodology of focusing not on the company as a single body, but viewing each account by the influencers and decision makers as the focus of communication. This puts the marketers in direct control of the prospects and the types of personalized content that’s injected into your marketing program.
With larger, “high value” prospects, longer, more complex sales cycles occur, where multiple influencers are involved in the decision making process. Account based marketing focuses on organizing key members of the buying decision into specified groups of targeted, personalized marketing content. By flipping the consumer funnel from inbound communication to roots in prospect identification, you’re removing elements of uncertainty by maintaining full control over the criteria and attributes of accounts that populate your funnel. Account based marketing represents quality over quantity. By centralizing your level of communication, greater attention and resources can be localized into a comprehensive marketing strategy dependent on only your ideal accounts.
Let’s talk about our approach to Account-Based Marketing for SugarCRM.
Our design vision and goal with ABM for SugarCRM was to preserve as much of the CRM data structure as possible, in order to provide a seamless implementation for our users. A seamless implementation to us meant that our users would be able to maintain all of their existing Account-to-Contact relationships that are already created in their CRM.
The core function that makes INBOX25 the best solution for ABM with Sugar is our data integration methodology that links Accounts, Contacts and Opportunities.
SymSync for INBOX25 mirrors the native CRM data structure in order to maintain the relationship between Accounts (parent) and Contacts (child) even after they’re imported into our platform. In effect this means that your ABM program will directly resemble the Account and Contact structure, thereby avoiding redundant task of configuring these relationships for proprietary marketing lists in an entirely separate marketing platform.
Beyond the critical task of ensuring the data model made sense, our next immediate goal was unified reporting that would give sales agents immediate access to marketing touch-points across an entire company (Account) from all stakeholders (Contacts). The data also needed to be easily accessible from every sales agents CRM record view.
With Account-Based Marketing and SymSync you can easily:
- Engage Contact records by targeting data fields and objects that exist in the Account record in which a Contact is related/assigned to.
- Interact with Contact records by targeting data fields and objects that exist in Opportunities.
- Monitor opportunities and understand which Contacts are driving the most influential activity for the Account (from a single report).
- Maintain separate lifecycle stages and lead scores for each Contact, so your message is always personalized and relevant – while also maintaining a high-level view from an Account-level.
Targeting, Grouping and Nurturing
By preserving the native SugarCRM data relationships between Accounts, Contacts and Opportunities within our data structure, we enable you to create sophisticated targeting groups for automation and nurturing. Our Automation wizard in conjunction with our SymSync data integration engine allows you to target Contacts based on data that is stored within Accounts (such as custom fields) or Opportunities (custom fields).
The targeting and automation possibilities are very flexible and allow you to leverage data objects that are linked together by native Sugar relationships. Once you assemble your conditions, our Automation engine can execute any number of business logic or marketing processes.
Content Delivery with ABM
Deploying the right content to the right contacts at the right time is critical to any outbound strategy. With ABM we enable you to seamlessly and quickly engage with specific Contacts or All Contacts at a company, depending on subject matter of your content and strategy. As we mentioned earlier, targeting Contacts based on their role within a company or even data contained within the company-account profile is a breeze. We take the personalization approach one step further by enabling sales agents to easily enroll Contacts into nurturing drip campaigns with just a few clicks.
Account-level Timeline Profile Report
Tracking activity from your most valuable prospects and reporting their engagement in an easy-to-read format is a critical benefit to a marketing platform like ours. The intelligence can be invaluable to your sales team and fast access is crucial to identifying sales-ready behavior.
But, how can you effectively manage the volume of intelligence when you’re spanning multiple contacts within a single company? Simple. Account-based Marketing! With ABM enabled we will create a new cumulative Timeline report at the Account-level that will include all activities and behaviors that are tracked from each individual Contact.
Download our Whitepaper here!
If you have any questions, do not hesitate to reach out. Our team is standing by!