Account-based Marketing (ABM), according to HubSpot, is a focused growth strategy in which marketing and sales professionals collaborate to create personalized buying experiences for a mutually identified set of high-value accounts.
Once you’ve attracted high-value accounts, it’s time to forge strong relationships with the members of their buying committees. This is something your team will likely work on over an extended period, getting to know what each person on the committee expects. It often takes months and even years to develop these long-term relationships in a business setting. Always be thinking about how you can nurture the relationship and exceed their expectations.
In this blog post, let’s dig a little deeper into how you can forge strong, long-lasting relationships with your high-value account’s buying committee.
1. Provide education
By providing a consistent and updated library of content focused on educating your accounts about your industry, services, and solutions you add value to doing business with your company. Be sure to provide content for each persona type at your account from purchasing to technical. When your clients engage in your unique, value-add content, you maintain and nurture your accounts through customized interactions and increased engagement.
2. Create and share personalized content
Case studies and success stories prove the ways you’ll exceed expectations and resolve the challenges of each account. These types of content provide not only a summary of a common challenge, but also a reference that a client can contact for an independent opinion on the solution and experience. Don’t assume your customer is going to go searching for the materials, be sure that your sales team knows the library of documents available to be shared in a proactive manner.
3. Stick to organized, well-timed virtual meetings
Not only are your accounts short on time, they’re also living in a new normal where virtual meetings rule their day and can either go very well or run off track. Stick to well organized virtual meetings, stay on topic, and be sure to stay on schedule. Your clients have other meetings to attend and you don’t want to be the one slowing down their day.
Need Help with your Account Based Marketing Efforts?
We can help by writing personalized educational content for your team to share with clients. We can write and design your Case studies, whitepapers, checklists or buying guides and more. Level up your Account Based Marketing efforts - watch the video below and schedule a discovery call with our team today.
Contact the Vector Firm Content Marketing team today.
