The BSPKN Account-Based Marketing Difference

It’s challenging to know where to start when choosing the right agency – or any service for that matter – so typically, when we personally choose a service provider, we look at two main things: their reputation and their experience. So let’s start there.

Over the past decade, we have refined our digital marketing skills expanding from software implementation and management to lead generation and application development. We are a full-service agency with offices and team members worldwide. We are comprised of award-winning marketers and partners with Facebook, Google, Salesforce, Marketo, Adobe, and Hubspot, to name a few.

Throughout our tenure, we have built lasting relationships with each of these companies, which have assisted in our ability to successfully deliver many marketing mediums and campaigns to startups and Fortune 500 companies.

We have over 30 years of combined experience in web development, graphic design, search engine optimization, content writing, social media management, email marketing, etc., all of which are critical to the successful scalability and implementation of any ABM strategy. Our team is constantly growing in knowledge. As new best practices are rolled out, we stay ahead of the curve by leveraging our partnerships to learn from them first and continuously encourage our team as a cultural practice to take courses, classes, and training to obtain the needed certifications to stay agile.

Why doing a full target account audit is important.

Your ideal list of target accounts is the foundation for account-based marketing (ABM). You must know the right companies and the right people in those companies who best fit your product or service. You want to kick-off the buyer’s journey by identifying your prospects for marketing. These prospects are determined by several criteria, such as the industry they work in, the companies they work for, and their roles and responsibilities within those organizations.

Why it’s Important to Choose the Right Agency Partner.

We are trying to make a shift from mass marketing to highly personalized selling, which is more precise, creates higher conversion rates, dramatically reduces the overall investment, and if done right, is the way people prefer to be marketed to generally. We are creating ABM, not mass marketing, through highly targeted delivery with quarterly or annual goals and results testing, iterating based on real-time data and insights. Choosing a partner that has experience in working with enterprise-level partners using proven ABM strategies reduces the common challenges of a highly manual, labor-intensive effort through consistent tracking and recorded results that can produce scalable, customized content and deliverables.

ABM’s success lies in an integrated approach to communication using the right tools. Taking a cross-channel, holistic approach to ABM – connecting account-based programmatic programs with account-based lead generation programs – is a surefire way to generate awareness and leads across the buying committee and set sales teams up for success. It’s also the best way to scale the process.

Scalability is key if your ABM goal is to target 100+ accounts, with 100s of sub-segments and personae. Our strategy lies in developing an aligned approach to targeting the accounts using data to determine the high-probability accounts and breaking all accounts into a 3-tiered approach.

Using account tiers (one-to-one, one-to-few, and one-to-many) will not only help create more effective KPIs but will ensure we are using the right amount of resources for each account. More specifically, this approach will ensure everyone in your organization is aligned around the prioritization and resources applied to each tier, creating more efficiency and better ROI.

It’s challenging to know where to start when choosing the right agency – or any service for that matter – so typically, when we personally choose a service provider, we look at two main things: their reputation and their experience. So let’s start there.
Any ABM strategy will require the right tech stack to deliver the reach and results that not only help ROI but can integrate directly with your current technology. More specifically, we understand that your business – like many of our past success stories – serves many different companies worldwide and has targeted accounts internationally.

That means personalization and customization, regulation acknowledgment, and diversity in regional language and design. The facility of this approach requires a dynamic team with an international presence and the right tools. With the stack recommendations above, we can customize and personalize messages to your heart’s desire. As an added bonus, we have an international presence, and if language translations, cultural references, or design specifications are needed to customize the approach, we can handle that internally as needed.

Software: The Terminus software, for example, allows us to customize and personalize messages that reach hundreds of million professionals at over 50 million companies by targeting them with content on LinkedIn, Display Ads, retargeting, Connected TV, and audio – all in one centralized hub. Terminus also allows us to deliver 85% lower ad fraud, lower CPM than competitors, and better performance through contextual, IP, cookie, and global targeting. Further, we can take keywords from intent-based marketing in real-time to implement into the ads globally. Rollworks is another great global ABM platform that will allow for account distribution, segmentation, and dissemination on a mass scale. Rollworks database of targeted accounts allows us to target all specific personal data requirements. Team: Our team will handle all aspects of translation, subject matter expertise, and cultural references and build any additional ad sets required as we scale.

Combining these two forces makes it easy to scale the approach to all target accounts internationally. It’s that easy!