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When ABM Meets Channel Marketing
In today's marketing landscape, many brands have established account-based marketing (ABM) and channel marketing programs. Although these programs could benefit from integration, most run independently and don’t intersect much, if at all–but therein lies the opportunity.
The current lack of collaboration is probably because, at first glance, the two seem at odds:
In this post, we’ll explore how combining these two strategies can lead to better results. Like two tributaries of the same river, they flow more powerfully when they converge.
What is account-based marketing?
In the truest sense, account-based marketing focuses on targeting high-value accounts with personalized marketing efforts. Instead of casting a wide net to capture a large number of leads, ABM zeroes in on a select group of key accounts, treating each one as a market of one.
This approach involves deep research into the specific needs and challenges of these accounts. ABM strategy demands highly relevant and engaging content that resonates with decision makers. Channel partners rely on brands for relevant content and can also be an excellent source of account intelligence.
There are four primary ABM deployment models. Channel programs fit nicely into any of them.
- One-to-one: This is the most personalized and resource-intensive model. It focuses on a very small number of high-value accounts, often fewer than 10.
- One-to-few: This model targets a moderate number of accounts, typically ranging from 10 to 100.
- One-to-many: Sometimes called “programmatic ABM,” this model targets a large number of accounts, often hundreds or thousands. It tends to be advertising-heavy.
- Deal-based: This model focuses on specific, high-value opportunities–often those in the late stages of the sales cycle or with particularly significant revenue potential.
What is channel marketing?
Channel marketing leverages partnerships with other businesses to extend reach, increase market coverage, and drive sales. These partnerships can include resellers, distributors, value-added resellers (VARs), and other intermediaries who help bring products or services to market.
Channel marketing is particularly effective in industries like B2B technology, where relationships and brand trust play a crucial role in the buying process.
For example, when it comes to PCs, many enterprises are wed to a particular Original Equipment Manufacturer (OEM). Some companies prefer to buy directly through the manufacturer, while others buy through a reseller like Insight or CDW. And in this case, the reseller, OEM, and technology provider (if distinct from the OEM) may benefit from a trusted agency like RVLVR that can synthesize all of the product, partner, and target audience information to facilitate a smooth and engaging buyer’s journey.
Benefits of integrating ABM with channel marketing
Integrating ABM and channel marketing is an area of opportunity for marketing innovation. Both teams rely on the same ecosystem to succeed, so it’s natural that they should work together to drive business forward. By sharing data and assets, innovative teams can achieve compounding results.
- Aligned priorities: By focusing on shared, high-value accounts, both the brand and its partners can concentrate investments where they matter most. Trust, transparency, and communication are key to success.
- Value-added sales: Channel partners have their own contact databases, plus many provide online storefronts, financing, and value-added services. These partner capabilities can enable a smoother sales process and increase opportunity value.
- Better message delivery: Brands can create content based on shared insights designed to resonate with target accounts. Channel marketing gains access to richer data, which yields more efficient campaigns while end customers receive personalized content from a partner they know and trust.
While the potential benefits of collaboration or at least some knowledge sharing between ABM and channel marketing may seem fairly obvious considering their parallel goals, it does require a mindset shift, and of course, some legal work (e.g., a Data Processing Agreement).
And the actual execution–what sharing looks like–will take some effort and practice on both sides, but the resulting efficacy may be well worth the investment and getting past some (mis)perceived friction. Clarifying priorities, deepening partnerships, and investing in high-value accounts are in everyone’s interest.
4 opportunities for brands to integrate ABM and channel marketing
Here is how to get started with an integrated strategy.
- Identify target accounts that align with your strategic goals. These accounts should be those where your products or services can add the most value.
- Choose the best partner to reach target accounts. Account-partner alignment is a critical step for this integrated strategy to work.
- Leverage partners to gain access to decision makers. Resellers who have relationships can be invaluable in breaking down barriers and opening doors.
- Integrate account-based goals into performance reports. Regular communication about a set of shared performance metrics keeps teams committed to the same outcomes.
Wrapping up
When ABM and channel marketing work together, the end customer gets to maintain their vendor relationships, partners help drive sales, and brands are able to deliver the right message to the right audience at the right time. Teams that integrate ABM and channel marketing will foster strong and collaborative partnerships that endure.
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RVLVR delivers:
- Channel marketing as a service
- Brand-aligned campaigns
- Demonstrable ROI
