Influencing the Buying Committee
As mentioned earlier, one of the key benefits of account-based marketing is the way it’s designed to establish deeper influence in buying committees. By studying target accounts and the content they share, you can learn what resonates with them and tailor your own marketing content accordingly. Take advantage of mutual connections to create new links to expand your brand’s presence within the organization.
ABM challenges marketers to think differently about their messaging because it must reach both far and wide within a single account. You’ll want to first create broader awareness across the company, because you probably don’t initially know exactly who will influence a deal. Then, as you gain more visibility and insight, you can put more resources behind tactics to specifically zero in on key people with later-stage messaging.
When one member of a committee reaches out to another and says, “Hey, should we take a look at this solution from Company X?” and the other responds, “Oh yeah, I know them, they share a lot of great content on LinkedIn,” that’s a sign you’re getting it right with brand awareness.