{"id":7814,"date":"2024-01-18T08:40:19","date_gmt":"2024-01-18T08:40:19","guid":{"rendered":"https:\/\/www.turbocrowd.it\/?p=7814"},"modified":"2024-10-12T14:17:11","modified_gmt":"2024-10-12T14:17:11","slug":"account-based-marketing-crowdfunding","status":"publish","type":"post","link":"https:\/\/www.turbocrowd.it\/en\/account-based-marketing-crowdfunding\/","title":{"rendered":"Account based marketing for capital raising"},"content":{"rendered":"

Account Based Marketing<\/strong> is a B2B marketing and sales strategy that is an alternative to the classic purchase of online and offline advertising space, allowing you to bypass high advertising costs and reach a carefully selected target audience based on your needs.<\/p>\n\n\n\n

Account Based Marketing for raising capital is a useful tool for finding investors<\/strong>, but it is a strategy that can also be implemented for finding customers with whom you can directly get in touch to offer your product or service: once you master the technique, it becomes an additional resource for all your company's activities.<\/p>\n\n\n\n

As always, there is no magic formula: ABM is not easy, nor fast, nor free. Exactly like crowdfunding. And just like the latter, it gives great satisfaction and requires close collaboration between the marketing and sales departments. Let's see how.<\/p>\n\n\n\n

Account Based Marketing: what it is and how it works<\/strong><\/h2>\n\n\n\n

<\/p>\n\n\n\n

The key to Account Based Marketing<\/strong> is the reversal of the conventional marketing and sales funnel: traditional marketing targets a broad audience to create brand awareness, stimulate the interaction of interested users, connect with them, and ultimately lead each of them to purchase; in contrast, ABM identifies an ideal customer profile and initiates a search for all and only those users who match those characteristics and whose contact data must then be collected in order to send targeted marketing communications<\/strong> to each one and turn them into customers (or investors!).<\/p>\n\n\n\n

This reversal allows you to allocate your marketing budget<\/strong> more efficiently, deliver more useful and personalized content to your target audiences, reach them directly on the channels where they are most active, have more control over your relationship with them, and shorten the sales process. The concept is \"few but good.\"<\/p>\n\n\n\n

Account Based Marketing is not free<\/strong> because it shifts the budget from the cost of buying online and offline advertising space to the cost of audience segmentation, building ad hoc content and contacting each individual stakeholder. The expense, however, is lower and more efficient if the operations are done correctly.<\/p>\n\n\n\n

First step: defining the target audience<\/strong><\/h2>\n\n\n\n

<\/p>\n\n\n\n

The first step in an Account Based Marketing operation is to define the profile of the ideal customer<\/strong> to be reached. This depends not only on the type of company and product\/service offered, but also on the objective of the operation: simply acquiring new customers, increasing the rate and\/or speed of conversion, increasing the value of each conversion, selling new products\/services to current customers, and finding investors are all objectives that may require a slightly or very different stakeholder profile. For example, a company with more or less spending capacity, with a larger or smaller team, with a larger or smaller turnover, with interests more or less overlapping etc.<\/p>\n\n\n\n

The first thing to do, then, is to establish goals and based on these establish the basic requirements that the target audience must have. These requirements must then be grafted onto the marketing and sales data<\/strong> you already have: the characteristics of customers and potential customers are the basis for the ideal profile of any ABM target.<\/p>\n\n\n\n

Starting with this information, which provides an initial skeleton of a sketch, it is essential to carry out accurate segmentation. There is also software that helps to build and organize special databases to carry out this task more easily, for example by collecting data from search engine searches related to your product\/service, data from visits to the company website, etc. <\/p>\n\n\n\n

Some of the questions that are useful to answer about the target user are:<\/p>\n\n\n\n