SaaS Account-Based Marketing And Its Benefits

By Madison Taylor
November 5, 2022

Account-based Marketing (ABM) has the power to generate significant demand if done correctly. Indeed, a strong ABM strategy is critical for B2B SaaS firms looking to expand. The most outstanding ABM campaigns integrate inbound marketing tactics with outbound marketing methods and operate in tandem with existing demand creation procedures.

What Is Account-Based Marketing?

Account-based marketing (ABM) is a targeted growth approach in which sales and marketing departments work together to provide customized buying experiences for a group of mutually determined high-value clients. This B2B (business-to-business) outreach strategy can help organizations enter new markets, target new verticals, or engage prospects for an upcoming event or product launch.

ABM requires extensive planning, collaboration across numerous departments, and exact timing to execute an effective campaign. If teams don’t pay attention to these areas, they could find themselves months into an unproductive campaign with excessive money spent and no idea where they went wrong.

What Are the Benefits of SaaS ABM?

Account-based marketing is an excellent method to accelerate B2B leads with targeted, tailored content that unites sales and marketing teams around a common objective. SaaS organizations can save time and money with ABM while generating higher quality, more committed leads. ABM provides significant advantages, in addition to those obtained via conventional marketing strategies, including increased sales and marketing alignment, smoother account acquisitions, availability of personalization, and shorter sales cycles.

Let’s take a look at some of these benefits in more detail.

Shorter Sales Cycles

Teams can shorten sales cycles and accelerate final purchase decisions by nurturing primary prospects based on their unique demands. As a result, there won’t be a need to sift through low-value leads, and the most valued leads will get the quality assistance they need to create confidence in the organization and make that final purchasing decision.

Opportunities for Personalization

Instead of a blanket message, a marketing team can develop customized messaging campaigns for crucial prospects. The goal should be to develop relevant, exciting content while actively cultivating connections with high-quality prospects.

Sales and Marketing Alignment

ABM bridges the sales and marketing divide. These departments often end up functioning in isolation. However, for ABM to be effective, both departments must communicate and coordinate with a single goal and plan. When sales and marketing are connected, teams can better control spending, manage their time, eliminate resource waste, and provide more consistent marketing results.

Streamlined Account Acquisition

Instead of spending time on dead-end leads, sales and marketing teams can focus on high-quality accounts to generate maximum income. Simply put, ABM focuses on a specific goal: to leverage a team’s most valuable opportunities.

3 Essential Tips to Execute a Successful Campaign

Build an ICP (Ideal Customer Profile)

Knowing who you want to target is the first and most critical element in an effective ABM campaign. Because account-based marketing for SaaS is more like spearfishing than trawling, teams must be highly selective about who they target.

Most businesses value large audiences due to their potential, and more revenues can be tapped if a campaign is effective. However, in marketing, especially with B2B SaaS firms, satisfying everyone results in pleasing no one. Casting such a wide net requires a generic message that doesn’t appeal strongly to any particular group.

A carefully considered ICP can help overcome this. Proven to be highly effective in SaaS ABM, an ICP is primarily used in B2B marketing. However, with today’s exponential technological advances, it’s becoming more viable in B2C (business-to-consumer) strategies. In a nutshell, an ICP is designed to identify customers that would be a good fit for your product using a set of bespoke criteria. This helps teams understand exactly who they are targeting based on factors like location, industry, buying habits, and so on.

Create Relevant Content to Drive Awareness

Teams should create targeted marketing material for each phase of the buyer journey, focusing on:

  1. Basic product and business information for awareness
  2. Technical specifics and price for consideration, and
  3. Urgency for conversion

Every piece of content in each step should educate prospects about where they are in the customer journey and encourage them to go on to the next level.

Content that can be created for a successful SaaS ABM campaign includes:

  • Landing pages that highlight significant product benefits over product features
  • Persona-specific emails (initial outreach, follow-ups, responses, etc.)
  • Product-specific pages on critical aspects of the buyer journey (pricing, versions, specs, etc.)
  • Blog posts and white papers to establish thought leadership
  • Testimonials, offers, and perks to bolster conversion efforts

Building Proper Connections

Teams sometimes struggle to provide material to prospects in a way that encourages them to consume it. This is especially tough with outbound communications since teams must reach out to individuals who haven’t heard of the company and may not even realize they have an issue that needs to be fixed.

Therefore, the earliest outbound communications must deliver value immediately, using a few critical elements:

  • Message personalization
  • Addressing the client’s fears and dreams
  • Asking for help
  • Giving something in return

Regardless of the approach ultimately taken, account-based marketing for SaaS companies is a powerful sales generation strategy, and one that should not be overlooked.