Can ABM boost brand marketing strategies for better conversion and improved relationships? Here’s a look at brand marketing and what ABM can do for your brand-building strategy.
In this article:
- Branding encompasses everything that an entity stands for. It’s a multifaceted identity that tells your story as a company in the eyes of your target clientele.
- ABM delivers the right message to the decision-makers by highlighting the brand’s core values and strengths.
- Using an ABM platform improves conversion by targeting specific leads that need your services. Improving your customer satisfaction is one of the best strategy for brand marketing you can implement.
Defining Your Brand
Most of the time, people associate “brand” or “branding” with a logo, colors, slogan, or any visual identity created for a business. However, an enterprise’s “branding” goes well beyond what the eyes can see.
Branding encompasses everything that an entity stands for. It’s a multifaceted identity that tells your story as a company in the eyes of your target clientele. Branding helps attract customers by establishing credibility, reliability, and trust.
To build a brand that encapsulates the entire enterprise’s intention, these questions should be answered.
- What is your vision and mission as a company?
- What does your product or service have to offer to clients?
- How do existing customers and the general public perceive your company?
- How do you want your company to be remembered as?
For example, when customers enter Kentucky Fried Chicken, they know they’re getting delicious, finger-licking good chicken. They recognize the KFC logo and they continue to eat and order from the fast food chain because they know what to expect.
What Is Brand Marketing
Once a business’ branding has been set up, it’s time to make it known to the people or organizations that matter. Brand marketing builds awareness for what your enterprise stands for. It can be presented as an initial introduction of your business or service to new leads or an encouragement for repeat purchases of existing clients.
Establishing a brand as a reliable solution to a problem will gain traction and attract more leads with higher chances of conversion.
ABM’s Role in Building Your Brand
How do account-based marketing strategies fit into brand building and marketing? ABM delivers the right message directly to the decision-makers by highlighting the brand’s core values and strengths.
Identifying Leads That Match Your Brand Using Extensive Intent Data
Marketers dig deep into their knowledge of the brand to link with companies for a personalized buying experience. ABM platforms like N.Rich utilize IP and cookies to gather useful intent data for your sales team to base their efforts on. The data from this software shows what key decision-makers are looking for, allowing you to target your ads to those who fit your services. Your sales team can then create a tailored sales docket that highlights your strength to a potential lead.
Other ABM platforms are limited to data from IP addresses which is still great for third-party intent data gathering, but N.Rich takes it a step further with Cookies tracking. By monitoring both sources, you get a more 360 view of who best matches your brand.
Strengthening Your Brand With Personalized Content
With your first and third-party intent data already gathered, you can isolate the ads that worked well in your campaign. Then, by analyzing the content of these ads, future campaigns will have a higher chance of converting more prospects.
N.Rich allows you full control of the platform which means you can narrow down on the channels that produced the best results for your business. Through this system, you can improve your brand’s credibility and reputation by targeting leads with pain points that you have a solution for. Later, once their issue is resolved, your clients will serve as your walking and talking advertisement.
Building a Strategic Brand Building Strategy With Lesser Cost
ABM platforms require a substantial amount of investment to kick off. Companies, especially start-ups, decide to forgo subscriptions because of the added cost. You will need to pay for the advertising campaign cost on top of the platform launch. But you get limited advertising options despite the high rates. When put that way, ROI for marketing platforms seems to be too slim for small enterprises.
However, with a platform that can produce reliable results from more sources and full access to advertising channels, gaining an uptick on your revenues won’t be a problem. N.Rich promises to do just that but with an average of $10 CPC with its ABM platform. ROI for your marketing cost should not stop you from building your brand and converting
ABM and Brand Marketing Benefits in the Long Run
Brand marketing done properly will reap substantial benefits in the future. One of the ultimate goals of this type of technique is to increase repeat buyers or renewals for subscriptions. Full control over a cost-effective ABM platform does that for you.
Using an ABM platform improves conversion by targeting specific leads that need your brand’s help. Improving your reputation through customer satisfaction is one of the best strategies for brand marketing you can implement.