Do you have a successful business and want to become the market leader? Your success will depend on the marketing strategies you adopt! Follow our advice to achieve this goal.

ABM strategy

Account-Based Marketing or ABM is a highly effective marketing technique, aimed at targeting pre-identified customers in order to build loyalty and monopolize them for your company. It means you don't have to waste time selling your products to an unfiltered mass of the population. In this way, the sales offer focuses on the quality of relationships, with services aimed at customers with high purchasing potential.

The characteristics of the ABM action are as follows:

- A discreet method: ABM marketing focuses only on relevant targets that are likely to become customers, and doesn't make a lot of noise to attract the masses, as in the usual commercial processes.

- The use of business intelligence: ABM focuses on personalizing interactions, marketing content and the customer journey.

In practice,

Here are the steps you need to follow to apply ABM methods in your organization:

- Customer identification: the aim of identification is to find out who might buy your company's products. It's not a question of determining a B2B customer category, for example, but of making a list of names by name.

- Research: from your identification list, it's essential to know everything about your targets. This includes, for example, the names of their managers, recent B2B customer news, the specifics of their sector of activity, etc.

- Define objectives: once you've filtered your targets, you need to know what to do with them! You're spoilt for choice, from inviting them to an event or looking for appointments, to signing them up as subscribers on your site, and so on. This definition is particularly important, as it will enable you to structure your sales strategy.

- Plan the strategy: having achieved the above objective, you can now move on to implementing an organized approach. This will involve defining interactions, preparing the campaign, preparing high value-added content, etc. Planning must be very precise if you are to achieve an effective strategy.

- Creating content: this stage is already part of the production phase. It includes newsletters, white papers, personalized goodies, social selling, etc. These are the best weapons to launch your brand image and company name, but just make sure you establish a fluidity between your communication, sales and marketing branches.

- Measuring results: results enable you to assess the effectiveness of your sales strategy, and plan any corrections or readjustments. These include prospect engagement on social networks, appointments booked, etc.

Influencing market positioning

The techniques for becoming a market leader don't just stop at the marketing strategies you prepare, but you also have to assert yourself to get a better positioning. This applies in particular to your visibility on the Internet.

Work on your site's SEO or natural referencing

Normally, potential customers trust the first results that appear in the search bar when they are interested in a product. So it's up to you to gain visibility in your sector of activity. In particular, you'll need to work hard on the SEO of the products and services you publish on your company's website.

Strengthen your presence on social networks

Social networks are currently the best marketing tools for launching your business! It goes without saying that this tool is one of the most effective ways of positioning yourself at the forefront of the market in your sector. Create an online community, and make sure you're always feeding and animating your company's accounts. Be present on LinkedIn, Instagram, Facebook, Twitter, etc., and interact with your customers and visitors. Publish offers, videos, photos, event advertising, etc.

Search for customer reviews

To become a market leader, you need social proof! People need reassurance when they buy new products. So make sure you get positive feedback on the quality of your products and services, and publish these results to boost your brand image.