Beacon Digital Marketing is a B2B marketing agency that focuses on creating integrated campaigns with an account-based marketing (ABM) lens.

Most of our clients have a narrow or well-defined set of companies that are a good fit for their product or service, which allows us to help in the following ways: 

  • Define Your Ideal Client Profile(s)
    We’ll consider data available on existing customers and your business strategy

  • Research Your Total Addressable Market
    We’ll also use your CRM or manually help you analyze your current reach 

  • Build Your Target Account List
    We break this down into prioritized segments to allow for varied approaches

  • Identify Contacts within your Target Accounts
    We recommend subscribing to a tool like ZoomInfo/Discoverorg to assist 

  • Create Playbook and Measurement Approach
    To help reach your newly identified Contacts and record progress

  • Create Integrated Campaigns that include Ads, Emails, and Promos
    From direct mail to social media, to email nurture campaigns, we make it all fit

  • Reporting, Automations and Technology Integrations
    We build custom ABM dashboard reporting to show you progress toward your goal

The FAQs

We help you get started with Account Based Marketing, even if you don't know where to begin.

How is ABM different from Inbound Marketing?

While account based marketing seeks to proactively identify businesses who are the best fit for your product or service, inbound content marketing seeks to bring interested companies directly to your sales team by developing content and resources tailored to their needs. They are not mutually exclusive and can certainly be executed together.

INBOUND MARKETING APPROACH

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ACCOUNT-BASED MARKETING APPROACH

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Which lead generation approach is right for my company?

Account-based marketing is a great approach if your company has a limited universe of potential clients or customers and it’s easy to identify them. For example, if you know that your services are only affordable for Fortune 50 companies based in the United States, then your list of target companies is quite small. It makes sense for your sales team to focus their efforts on building relationships with the small set of identified prospects.

Inbound marketing is ideal when the number of prospective clients is large, and it’s not feasible to easily narrow down which companies are most likely to be interested in your product or services.

However, many companies fall somewhere in between these two extremes, where actually both strategies can be leveraged together to have the maximum impact. At Beacon Digital, our clients are often pursuing both approaches.

What Technologies Will I Need for ABM?

We support and/or implement and integrate a variety of technology tools to support your ABM program, including: HubSpot, Salesforce, Marketo, Drift, ZoomInfo/DiscoverOrg, Sendoso, LinkedIn, Zoom Webinars, meeting tools and more. To get started, at a minimum you'll need an automation platform, a CRM, and a data source like ZoomInfo for identifying target accounts and prospects.

Our ABM Engagements

Based on the specific components of the ABM plan we create together, we’ll craft a custom service package to aid execution.

Content Development
Blog content description
Content Production Can Come in Several Formats:
  • Blog Posts
  • Ebooks
  • White Papers
  • Videos
  • Podcasts
  • Infographics
Marketing Automation
Marketing Automation
Marketing Automation Can Include:
  • email nurture tracks
  • sales nurture tracks
  • email content creation
  • lead and company scoring
  • automated target account identification
  • automated persona identification
Paid Advertising
Paid Advertising
Paid Advertising Includes:
  • LinkedIn Advertising
  • Twitter Advertising
  • Facebook Advertising
  • Programmatic Advertising
  • Direct Ad Placements

Ready to Get Started?

View our retainer packages or contact us for a custom quote for your ABM campaigns!