My recent conversation with small business owners revealed account-based marketing is gaining in popularity. One reason is due to its high potential for improving return on investment (ROI). Couple high ROI with the fact that new technology allows small business owners to conduct ABM at scale , and you’ll quickly realize how it can transform your small business.
But just because there is an increase in ABM adoption and investment doesn’t mean that business owners are applying it correctly or enjoying success.
Indeed, despite all the buzz around ABM, there are plenty of challenges and mistakes that can make its implementation a difficult task. But there’s one account-based marketing mistake you can’t afford to make.
Nothing will derail your ABM strategy faster than not identifying the right ideal accounts to include in your programs. The first step in looking to grow your account-based marketing is to narrowly define your ideal customer. Understanding your ideal customer is critical if you want a return on investment (ROI). You need to understand their pain points, wants, and needs and be able to address those needs in your account-based marketing and sales efforts.
So, don’t squander your marketing budget and hundreds of hours generating leads that take your program nowhere. Find your ideal accounts from the outset, and everyone wins.
Indispensable Marketing takes a process approach to developing and installing your small business marketing.