Integrating these two digital marketing strategies becomes easier when your company follows these three guidelines:
1) Full integration between marketing and sales
For ABM to work effectively, it is necessary to create new relationships and deepen existing ones.
So that means putting your marketing team to work identifying the right prospects. And turning to your sales team to figure out the pain points that need to be addressed.
Read also: How to use customer pain to sell more
Once you have a better understanding of the main problems faced by your target customers, it’s time for your company to use them to create sales-oriented content.
But remember: it’s essential to give your sales team access to all slovenia mobile database available content. To make it easy for them to access it, think about the information they need to know. Typically, this includes:
What type of content the piece fits into: an eBook, a blog article, a white paper, or something else;
Where they can access the material;
A brief summary of what the piece is about;
The main point indicates the content covered, as well as who it is specifically aimed at.
This storage can be done on Google Drive or in an internal area of the website. The important thing is that they can access it quickly during a prospecting action.
2) Customizing content for specific brands or industries
Inbound marketing content tends to target people and audience segments. On the other hand, this is not usually the focus of ABM.
However, it is entirely possible to adapt generic content into resources for specific brands or segments. Many potential customers will have similar needs and pain points, so your company should already have content related to that topic.
In many cases, it is enough to rework the introduction, insert images and highly relevant case studies to include in the material.
So, talk to your digital marketing agency about the possibility of creating materials that can be easily customized.