We’ve written in the past about account-based marketing and what it entails. You may be wondering, however, what exactly account-based marketing firms do that is so different from run-of-the-mill marketing agencies. What sets them apart? How can they more effectively help your business?
Today we’re taking you on a journey of sorts. We’ll lay out our view of account-based marketing, and give you an idea of how we implement it into our strategies. By the end, you should see how it differs from the tactics typically used by others in the marketing space. More importantly, you’ll see why we believe account-based marketing is the best way to grow your business.
Account-based marketing firms are efficient
Let’s say you’re drafting the quarterback position for your pro football team. When you’re on the clock, do you select a college quarterback who’s been throwing passes since pee-wee league, or a tight end you hope can learn the job? Logic says you’ll probably have an easier time with the quarterback. They already know the role and can step into it without starting from scratch.
Account-based marketing works in much the same way, but with leads. Instead of drafting anyone who’s available, you’re doing your homework to make sure you get exactly who you need. You’re going after potential customers who are already receptive to your product or service; those who fit the mold of your ideal player, so to speak. This is a win for efficiency, as it means all of your marketing resources are targeted at leads who are more likely to convert.
They help you develop an expertise
You know the old phrase, “jack of all trades, master of none?” The same idea applies to your marketing message. If you go too broad — if you try to craft a message that appeals to everyone — you may fail to pique the interest of anyone. You won’t be known as a leader in what you do or what you sell. In fact, you may not be very well known at all.
Account-based marketing firms excel at helping your business find its “thing.” When you have that, you can focus all of your efforts on attracting those who want it or need it. You’ll become the go-to solution for “Sprocket A” or “Service B,” which will make you more discoverable for those who don’t need any convincing at all. Once you learn more about them, you’ll know how to better shape your message to reach those who haven’t found you yet.
They prioritize building relationships
Time is a valuable resource, as is the effort of the team that shows up every day to power your company. One way to burn those resources is to chase after those who do not wish to be chased. That’s time you could spend on the customers you already know inside and out, delivering outstanding customer service while devising new ways to help them achieve their goals.
One constant you’ll find across many account-based marketing firms is their fixation on helping you build relationships with your customers. The better you know your customers, the better you can serve them and others like them. This will keep your customers happy, and really, that’s enough. But word does get around, too — tales of your extraordinary customer focus could reach those who don’t feel quite as appreciated by your competitors. In short: you could net yourself a new client just by being awesome.
Get in touch with HexaGroup
HexaGroup believes strongly in the account-based marketing approach. Reach out today to learn how we can help you efficiently target leads, build a reputation as a leader in your space, and deliver outstanding value to your customers.