Traditional B2B marketing focuses on reaching a broad audience with specific interests or job roles that match potential customers. Then, this audience is activated and guided through the funnel, with the outcome being identifying customers who ultimately convert.
Account-based marketing completely turns this funnel on its head. Instead of starting with a broad country email list target group, the funnel starts directly with reaching precisely defined potential customers – or accounts. Because the campaign reaches these accounts directly, this leads to an average of 25% more sales requests according to LinkedIn. LinkedIn offers unique possibilities to use account-based marketing effectively. This starts with drawing up an account list, which you then use as a target list. I will explain how in 8 steps!
1. Analyze Forecasted Results of Existing Customers
2. Dive into Website Demographics data
3. Gather input from sales
4. Look beyond decision-makers
5. Divide accounts based on priority
6. Distinguish between new and existing accounts
7. Add a LinkedIn URL to Company Listings
8. Analyze performance per account and adjust strategy
Traditional lead generation funnel vs. account based marketing funnel.