SME Growth Series: Creating a business case for Account Based Marketing (ABM)

Creating a Business Case for ABM

Account Based Marketing (ABM)  is the superpower of marketing where every degree of your target market is analysed and researched into manageable segments to enable very focused, personalised and concise forms of communication to the very people who you want to do business with. Taking the time to research and study your targets and creating personalised, valuable content focused on the individual and their industry generates much better results as when people feel they receive relevant information, they are more open to a conversation. 

In this session, Charlotte and Graham from Ice Blue Sky to explore the benefits of ABM, how to build a business case for investment in ABM, and how to measure and build on the success of ABM strategies. They explained how Taking the time to research and study your targets and creating personalised, valuable content focused on the individual and their industry generates much better results as when people feel they receive relevant information, they are more open to a conversation. 

They also showed that with ABM requiring you to put all of your efforts into people who you know are perfectly aligned to your brand, and have the right profile with the greater propensity to engage with you.signifcant input to achieve your results (in contrast to traditional lead generation and a sales push for fast results), setting expectations early around engagement and leads is crucial for building internal confidence in the programme and ensuring executive buy-in.

This session is part of the techUK SME Growth Series, a series of sessions desgined to best assist our members and the industry achieve their growth plans, by sharing knowledge from industry experts to help the tech SME community sell successfully..  The series continues with Doing Business Internationally on 4 October. 

For future sessions in the techUK SME Growth Series, visit the SME Connect events page or alternatively contact our Head of SME Engagement, Ed Bevan by email at: [email protected]