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Account-Based Marketing

At Market Expertise, we know what represents best practice in account-based marketing.

Account-based marketing (Client Care Programs) involves targeting key accounts with personalised, customised content with a view to facilitating long-term, mutually-beneficial relationships. This is in recognition that retaining existing clients is generally more cost-effective and more profitable than acquiring new ones; and that loyal clients are most likely to be the source of referral and recommendation.

In fact, according to Marketo, around one-third of B2B small to medium-sized businesses are “investing in account-centric thinking to more effectively utilize their resources and focus their efforts”. So what’s the attraction?

  • Account-based marketing provides focus by directing your marketing resources and budget to the best opportunities.
  • Account-based marketing allows you to generate interest and qualified leads.
  • Account-based marketing aligns the sales and marketing teams within your business.

It’s not a new approach, but with the advent of marketing technologies, it’s now a viable one for all businesses.

Critical success factors are:

  • Keeping it manageable and achievable – either scaling your strategy to your internal resources, or bolstering your in-house team with an external agency.
  • Understanding which channels are most effective at each stage of the buyer journey.
  • Identifying the best opportunity, meaning those clients that represent the greatest growth and profitability.
  • Identifying all buyers and influencers, and their preferred communication and engagement channels.
  • Creating personalised, relevant content for each individual.
  • Monitoring, measuring and, when required, adjusting your efforts.

At Market Expertise, we know what represents best practice in client care programs.

Client Care Services

We develop and execute these programs to assist our clients in successfully winning new (typically large-scale) business; and protecting and growing their most valuable clients, and those that have the potential to become so.

Our services include:

  • Developing the strategy
  • Engaging stakeholders
  • Analysing and categorising clients
  • Identifying and categorising buyers and influencers, and understanding their communication preferences
  • Researching and understanding the relationships between buyers and influencers, as well as the organisational structure, allocation of budgets and authority to spend
  • Identifying common pain points and emotional triggers so as to enable the clustering of clients
  • Tailoring systems processes for the necessary knowledge capture
  • Establishing an appropriate structure for relationship management
  • Developing consistent messaging
  • Ensuring measurement and reporting mechanisms are in place.

Account-Based Marketing Services

Our services include:

  • Developing the strategy
  • Engaging stakeholders
  • Analysing and categorising clients
  • Identifying and categorising buyers and influencers, and understanding their communication preferences
  • Researching and understanding the relationships between buyers and influencers, as well as the organisational structure, allocation of budgets and authority to spend
  • Identifying common pain points and emotional triggers so as to enable the clustering of clients
  • Tailoring systems processes for the necessary knowledge capture
  • Establishing an appropriate structure for relationship management
  • Developing consistent messaging
  • Ensuring measurement and reporting mechanisms are in place.

Market expertise is what you need to grow. Allow us to be part of your business’ profitable growth.

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