Account-based marketing, or ABM, focuses on finding best-fit, enterprise-level clients and targeting your sales and marketing efforts to attract them through personalized messaging. Rather than reaching out to individuals, however, ABM touches all the key decision-makers in an organization.
Benefits and Challenges of ABM
Unlike traditional lead generation methods, ABM can lead to higher conversion rates, greater customer loyalty, and account growth. But ABM often takes more time and energy to reach accounts, especially in a world where face-to-face meetings are still the exception rather than the rule. That’s where sales webcasts come in to save time and money, provide flexibility for attendees and open the lines of communications with clients.
You can even host reoccurring scheduled webcasts so customers can attend on their schedule, and provide the content for download after the event, which helps customers review and retain your message.
Recurring Webcasts for Demand Generation
Once you’ve identified your key prospects in an ABM campaign, the next step is showing them why your offerings will help them solve a pervasive problem — why they need what you’re selling. With the right sales and marketing collateral, you can attract decision-makers to your webcasts and pique their interest. From there, it’s easier to begin developing relationships.
Your prospects and clients alike will love the convenience of a webinar, especially with the prevalence of today’s hybrid workforces. Statistics show that 73% of B2B marketers believe a webinar is the best way to generate high-quality leads, while 95% say webinars are an important part of their digital marketing strategy.
Recurring Webcasts to Reduce Client Churn
ABM focuses on building relationships, from your organization to your customers. A series of webcasts can provide training and information on your products and help build client relationships. Each webinar can dig deeper into various pain points your product or service solves. Functions such as audience polling and Q&A create an interactive, engaging environment where attendees can feel closely connected.
Webcasts for Business Growth
A Gartner survey discovered that customer service, including webinars and conversations, can reduce client churn but has little effect on business growth. Recurring webinars focused on upselling other products and services in your line can help you drive growth while building relationships.
Recurring webinars create opportunities for clients to watch when (and where) it’s convenient for them, download your content on-demand for later viewing, and increase their knowledge of your lines, resulting in greater brand loyalty.