Account Based Marketing

Put simply, is “treating individual accounts as markets in their own right.” -- ITSMA

Account Based Marketing

WinGreen Marketing Systems offers a range of marketing services and support for marketing and sales organizations organized around named accounts. Our account-based marketing (ABM) services evolve the marketing and prospecting function from “casting a wide net” for lead generation at the individual level to “casting a well-baited fishing line” toward desired targets and measuring success at the account level.

ABM is a way of accelerating new prospects from a narrowly defined target market or market segments through the sales funnel. Whereas “lead generation” attracts interested leads from the broad target market into the top of the funnel, ABM provides multi-channel engagement with a small set of target accounts and allows for engaging at the account level rather than the individual level. Conducting ABM in concert with content marketing, email marketing, and inbound marketing completes the full scope of prospecting and advancing prospects to successful sales.

The new generation of marketing automation technology (“martech”) provides more ways to engage targets and conduct integrated ABM. Martech tools can increase velocity and engagement through all phases of the buying cycle and all levels of the funnel. Using multi-channel engagement effectively requires the creation of “playbooks” and “plays” in addition to static “campaigns”. Setting up an ABM play considers all channels – email, inbound, search, online advertising, website personalization, and social media listening – to be utilized to engage and track target accounts.