Why waste resources trying to catch the attention of customers who have no long-term effects on your business? Ensure lasting success and profitability by incorporating strategic sales into focused account-based marketing that addresses the right people. 

With CatchMoby, you can put your business in a prime position to acquire strategic customers and expand the footprint of existing customers. Let our sales team identify, target, and close deals with customers that have a significant impact on your business. 

Start with the Basics: What is Account-based Marketing? 

Account-based marketing (ABM) makes your marketing and sales strategies work together in identifying your high-value accounts, personalizing their customer experience, and establishing a consistent and long-lasting stream of business revenue and profit. It is a highly-targeted strategy that businesses across different industries can implement. 

To further understand how traditional ABM effectively helps you generate higher return on investment in the long run, here’s a breakdown of the ABM framework: 

• It requires a collaborative relationship between strategic sales and marketing. To ensure your customers have a positive and engaging experience, sales and marketing must be aligned on the strategies, activities, and resources for each high-value account and on measurement and key performance indicators for success. 
• It engages your ideal buyer persona so you can pinpoint high-value accounts. Your sales and marketing teams should collaborate in building the ideal customer profile based on your target personas to attract and engage strategic accounts. Once you identify your ICP and target personas, you will have better opportunities for business growth. 
• It establishes an actionable account-based marketing plan based on business goals to drive the sales funnel. This starts with identifying your target accounts, engaging key decision makers, determining their needs and pain points, building an opportunity to help them or solve their problem, and presenting deals and winning business opportunities. 

Account-based marketing places high value in a personalized customer experience. So, it’s important to stay on the lookout for different ways to add value to your accounts and ensure they have an exceptional experience with your team, your solution, and your brand.
 

First Things First: Why Did CatchMoby Coin the Phrase “Focused Account-based Marketing?” 

Account-based marketing has traditionally had the right intention of focusing on accounts and personalizing marketing strategies. This is a level up from generalized marketing tactics with a broad target audience. But most ABM campaigns still target hundreds of accounts at a time. That’s missing the effectiveness and value of focused and targeted account-based marketing.   

At CatchMoby, our approach comes from decades of experience and expertise. To land whale sized accounts, you need to have a deep understanding of a strategic account and build important relationships with a few, select decision makers and influencers in that account. This is true, focused and account-based marketing and sales, instead of a new name for the same old approach and tactics. So, we coined the phrase “focused ABM” to further distinguish and differentiate the accounts that have a long-lasting effect on the relationships, reputation, and revenue for your organization. Focused ABM targets a few very select strategic accounts through hyper-personalized marketing until they are closed and won.
 

What is the Goal of Focused ABM? 

Focused account-based marketing is a hyper-personalized marketing and sales strategy that aims to create a trusting relationship with targeted and strategic accounts. These accounts will provide a significant return of investment with a lasting impact on your business. 

CatchMoby’s focused ABM helps you reach the right individuals in the right companies to land the right deals that are likely to have long-term impact on your business.
 

What are the Benefits of Focused ABM? 

Focused ABM is the purposeful targeting of selected companies and the individual decision makers within those companies who are likely to provide key strategic, financial, and reputational benefits for your business. Being purposefully selective means each connection and communication is hyper-focused on solving the specific challenges for your key accounts, with no wasted efforts or resources spent on non-ideal customers.  

Focused account-based marketing is responsible for aligning marketing and sales, maximizing your relevance to targeted or high-value accounts, delivering consistently positive customer experience, streamlining your sales cycle, measuring your ROI, and growing your account relationships.  

Here are a few of the benefits of focused ABM: 

• Focused ABM also results in the better alignment of your strategic sales and marketing teams and activities. It emphasizes the importance of relationships, reputation, and revenue. You build stronger relationships with your key accounts because of the personalized engagement you provide to decision makers within those accounts, creating a credible and trusted reputation in the organization. This leads to cross-selling and upselling throughout the company for a more consistent and predictable revenue flow. 
• Another benefit of focused ABM is increased customer retention. By having a hyper-focus on targeted and strategic accounts, you understand your stakeholders better to anticipate their needs and exceed their expectations. 
• Finally, because focused ABM boosts your ROI and stabilizes your profitability, your sales team is happier and your reputation benefits from marquee clients. People like being around other successful people, so you will benefit from a better reputation by attracting even more high value and strategic clients. Focused ABM is a different approach to building a stronger foundation for your business.  

As focused ABM evangelists, CatchMoby can bring the people, the processes, and the tools you need to build a different approach to your sales success.