Marketing in IT
Proper targeting and ICP
Do you sell big? Stop throwing a wide net and start sharpening your ABM spear instead.
A long time ago, in a time known as “the 2010s,” marketers were obsessed with casting these super-wide nets in the hopes of pulling in as many leads as possible.
As far as they were concerned, the more traffic they could send to their sites, the better.
Their underlying philosophy at the time: Attract enough fish into the net, and you were bound to have a few keepers in there somewhere.
Over the years, however, an alternative philosophy began to evolve — one that gets rid of the net and replaces it with a spear.
Account-based marketing is a form of marketing that uses highly targeted, personalized campaigns to win over particular accounts. Rather than relying on blanket campaigns that are meant to appeal to an entire market, ABM treats “individual accounts as markets in their own right.”
The laser-focus of the personalization ensures that your messaging is relevant to the prospects and this increases their chances of conversion.
So far, webcasts hosted by Consalta had over 5000 marketing professionals that attended from 100 different countries.
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