Agency based marketing is another catchphrase I just heard with an acronym of ABM. Agency based marketing is the B2G version of account based marketing. When businesses market to the government, they realize that different federal agencies, state and local governments, and government affiliated organizations all have different needs. However, many companies who market to government organizations also market to commercial organizations. The best sales and marketing campaigns recognize and address those different needs.
Marketers can now outmarket their competition by using agency based marketing to their government target segment and account based marketing to their commercial target segments.
B2G marketers deserve their own ABM, agency based marketing, because the government purchase journey is unlike any commercial organization. There is a unique procurement process. Stakeholder interests are more widespread and diverse. And, while the purchase journey is increasingly digital, email is used less than in commercial organizations.
But for both agency and account based marketing, you can consider these two effective tactics:
Agency or account based advertising
Digital advertising increases awareness and drives traffic to your site. What makes agency or account based advertising unique is that there is 0 waste. Marketers can identify a specific set of accounts or agencies to receive the display ad campaign. Advanced marketers customize the display ad by agency and target account segments.
Account or agency based web personalization
Account based web personalization is now as easy as personalizing email campaigns. Marketers can set up a campaign which can dynamically change according to the account of the visitor, the home page banner, resource center featured resources, and the CTAs throughout the website. When a visitor from an account sees relevant information, they have been proven to respond with increased engagement, conversions, and win rates.
For examples of ABM in action, targeting the messaging and CTA to specific account segments, check out these case studies who target both government and commercial organizations.
- Metalogix, a $100M collaboration software provider, increased total leads conversions by >50%
- Savi, a logistics solutions provider, increased engagement and sales conversations
- DLT, Markiet finalist, increased leads and engagement in target accounts
In a follow up post, I’ll describe how to combine account based advertising and personalization together for better results.