When marketing & sales go hand in hand

Account Based Marketing (ABM) is a targeted strategy that defines specific companies as "target accounts" according to pre-defined criteria in an Ideal Customer Profile (ICP). Unlike traditional marketing approaches, which often target a broad audience, ABM aims to develop marketing and sales activities tailored to specific companies to maximize their engagement and conversion rates.

This is important because companies in the B2B sector increasingly expect the personalized buying experience they are used to in the B2C sector. Account-based marketing helps to create such individualized experiences for target companies.

Our team of proven experts works closely with you to reach your target customers across all relevant channels. We provide comprehensive support from consultation to ongoing implementation. Our services include

• Ideal Customer Profiles (ICP): Strategic advice on defining and selecting target customers.

• Data Modeling: Data management and enrichment to target accounts.

• Content development: Creation of customized content for campaigns.

• Campaign Management: Set up, roll out, and continuously optimize campaigns.

• Analytics: Ongoing analysis and optimization to ensure target accounts are effectively reached.

• Lead Management: Effectively manage and nurture leads to qualify them for sales.

• CRM Integration: Centrally manage all touch points with leads and customers.

• Business Process Consulting: Optimize internal processes.

Our framework for successful account-based marketing (ABM) campaigns and marketing and sales transformation includes five core areas: accounts, story, content, campaigns, and qualification and lead management.

• Accounts: We identify and qualify target accounts based on their potential and ideal customer profile (ICP) criteria. Close collaboration with sales is essential.

• Story: A compelling value proposition is communicated through a clear and compelling story. We continuously develop creative approaches to reach the target accounts.

• Content: We engage target accounts with relevant content, customize existing content, and involve subject matter experts and sales to increase accuracy.

• Campaigns: We select the most effective channels to reach target accounts and build on successful strategies.

• Lead qualification and management: A clear follow-up process ensures systematic lead nurturing and management, supported by scoring and grading models and close collaboration between marketing and sales.

Specialized tools ensure the desired performance for the successful implementation of ABM projects. We offer consulting, selection and implementation services. We also provide enablement services to help your team get the most out of the technology.

Our portfolio includes the major platforms such as Salesforce, Google or Hubspot. We are also familiar with the many tools in the sales universe and know how to connect them effectively. These include Dealfront, Sales-Viewer, Oktopost and the LinkedIn Sales Navigator.v

LinkedIn has established itself as an indispensable tool for account-based marketing (ABM), especially through the LinkedIn Sales Navigator and targeted LinkedIn campaigns. In our ABM projects, we provide an interdisciplinary team of sales consultants and digital marketers to target accounts with precision, significantly increasing the performance of ABM.

• Prospecting based on LinkedIn data: The LinkedIn Sales Navigator allows you to identify and segment prospects that match your Ideal Customer Profile (ICP).

• Targeted LinkedIn Campaigns: Targeted LinkedIn campaigns send personalized messages directly to defined target accounts. Different buying personas receive tailored content.

• LinkedIn Remarketing (Website & Custom Audiences): LinkedIn Remarketing allows you to retain existing contacts by engaging them directly. The use of website and custom audiences creates an integrated customer journey.

Even in B2B marketing, where data and strategy are at the forefront, creative remains the critical factor that determines the success of B2B and ABM campaigns. Creativity is the variable for success - that's why, as an account-based marketing agency, our campaigns rely on thoughtful, creative approaches that combine business objectives with emotional appeal. This includes:

• Perfect story and content: A compelling story and the right content are essential to capturing the interest of your target audience. These must be based on strong strategic insight to be truly relevant and capture attention.

• Need-based campaigns: Decision makers are inundated with requests every day. Only campaigns that are tailored to the needs of the target audience will win. We identify the pain points and needs of each buying persona and develop customized messages that speak to their needs.

• Speak the audience's language: Using the right jargon and technical terms for each industry and target audience is critical to success. A B2B marketing campaign can only be successful if it is market-driven.

ALPLA, a leading global provider of packaging solutions, has traditionally focused on customized packaging for large customers. As part of its growth strategy, ALPLA expanded into new business areas such as pharmaceuticals. This realignment required a sales transformation. The implementation of an ABM strategy successfully supported ALPLA in developing new business areas and establishing a more agile sales strategy. Highlights of the ABM project included

• Website and conversion funnel optimization for lead forms: We improved the usability of the website and optimized the lead forms to increase conversion rates.

• Campaigns including messaging development: We developed targeted LinkedIn campaigns with personalized messaging to reach decision makers.

• Target Account Outreach: We increased the number of meetings set up through an omnichannel outreach strategy that included personalized emails, LinkedIn messages, and phone calls.

• Operating model consulting: Improved collaboration between marketing and sales. Lessons learned were incorporated into other projects, such as the CRM implementation.

In the face of economic challenges such as recession, declining number of orders and increasing pressure to go digital, one thing is clear: the party is over. In our OMR Masterclass 2024, our founder Matteo Ender and partner Manuel Kuhn present the B2B Marketing & Sales Playbook - a strategic guide with seven success factors that are crucial for your business success.

From account-based marketing to social selling and digital self-service platforms: Learn from best practices and real-world use cases how to optimize your customer journey and drive sustainable revenue. A must-watch for B2B decision makers and marketing professionals.