There are only so many points of entry into account-based marketing for Software as a Service or On-Demand Software Businesses. If you’re a marketing professional working for an enterprise-level business, there’s no question ABM has crossed your radar as the ever-present, undisputed “top dog” when it comes to impressive ROIs for big businesses. If you’re an SaaS professional, it’s likely you’ve heard of ABM as a way to get new, better clients; after all, tapping into the demand for your software is one of the most critical areas of the industry.
It’s All About Whom (and What) You’re Spending On
If you’re still unfamiliar with ABM on the whole, think of it as working exactly like the ideal chief marketer for your Software as a Service company. The goal of ABM is to first identify who has a need for your specific product, take into account who else is in the market right now, and then find a way to get your company on their radar. Selling SaaS isn’t like selling food or paper towels or underwear. Not everyone is going to need what you’re offering. As a result, it makes the most sense to be as specific and deliberate as possible when it comes to paying for certain people to consume your marketing content. ABM has been the most precise form of targeted marketing ever since its inception, and it’s continued to be the most profitable way for businesses with specific or technical products to seek out the buyers ready to make a big spend.
How ABM for SaaS Differs from Other Business Models
As an ABM professional, it’s easy to see how ABM could be a logical way forward for pretty much any business. While it’s generally only used by vendors up-to-speed with modern marketing conventions, it’s an especially effective tool for small to medium-level businesses. That’s because the kind of business that they do will almost always happen on a 1-to-1 level—one person in your target account who has the authority to buy your product will talk to the one person at the business who’s best equipped to sell it—because that’s all it takes for the deal to close. At the enterprise-level, there’s an entirely different story. Research has found buying committees can include, on average, anywhere from six to 12 people, all of whom ought to know exactly who you are, and the majority need to believe your product is the absolute best way forward.
For this reason, ABM for SaaS is all about targeting effectiveness. Here’s where the spends on SaaS are different:
1: Be comfortable increasing spends on your own SEO and internal tracking infrastructure, so you can add new targets to your ABM list based on your inbound traffic.
2: Invest in third-party tools that can provide you with ABM target information in batches. This can give you information about who’s searching for your product and when they’re doing it, which is information that can be hard to come by without using a third-party resource.
Get Technical with ABM
Unlike with more generalized marketing tactics, you can be confident the targets receiving your ABM content are all fairly well-read when it comes to the product they’re in the market for. From a marketing perspective, this is a huge bonus, as it allows your marketing and sales teams to build stronger business relationships from the start. One of the most difficult aspects of marketing a technical product is assessing how much technical information your buyer will respond favorably to. This is all about knowing your audience. We could’ve given this article to our leading ABM management officer to write, and it would’ve come out ready for international publication—but there would need to be a thesaurus in the sidebar for everyone who stumbled onto this page from organic search. It’s for this same reason MarTech articles are written in fantastically clear, to-the-point language.
The beauty of ABM is you don’t need to do much in the way of handholding when it comes to how technical your content is. The whole point of the enterprise is to get your most proficient people talking to your prospective client’s well-versed employees. With ABM, you know exactly whom you’re talking to, making it even easier to hit the sweet spot between “an SaaS POS solution with automated POCs easier to use than ABC” and “our software is good and stuff.”
With ABM, you don’t have to dumb things down.
In sum, with ABM for Sales as a Service Software, you can afford to delve deeper into which technical elements make you superior to the competition, and you can feel confident your audience will know how and why that’s important.
How to get started with ABM
If your SaaS company’s marketing division is looking into employing account-based marketing to bring in more sales, the first thing to do is look at your current marketing infrastructure. ABM is more than a tactic—it’s a fully-fledged marketing strategy that utilizes a host of marketing tools and techniques, and you won’t get that stellar ROI you’ve been hearing about without a robust marketing plan already in place. If you have questions about how to implement an effective ABM strategy and what that entails, read our blog or reach out to us for a consultation. If you’re interested in an end-to-end ABM solution from a marketing company with experience in the SaaS field, contact SEO My Business today.