SaaS ABM(계정 기반 마케팅)이란 무엇인가요?

SaaS ABM(계정 기반 마케팅)은 기업의 매출 성장과 관련된 전략으로 알려져 있습니다. ABM 접근 방식의 주요 목표는 회사 매출의 대부분을 창출할 수 있는 잠재력을 가진 주요 고객 또는 잠재 고객으로 구성된 선별된 그룹에 리소스를 집중하는 것입니다. 

이 그룹은 종종 "TAM(Total Addressable Market)"이라고 불립니다. 모든 잠재 고객에게 일괄적인 접근 방식을 사용하는 대신 ABM 접근 방식은 각 TAM 구성원의 특정 요구 사항과 선호도에 맞게 마케팅 활동을 맞춤 설정합니다. 

SaaS 마케팅과 ABM은 각각 고유한 장점과 단점이 있는 두 가지 다른 전략입니다. 

고유한 목표와 대상 고객에게 가장 적합한 접근 방식을 선택하려면 이러한 차이점을 이해해야 합니다. 

• ABM이 제공하는 고도로 개별화된 접근 방식을 통해 각 고가치 계정의 고유한 요구 사항과 선호도에 맞춰 홍보 및 메시지를 맞춤 설정할 수 있습니다. 
• ABM은 특정 계정 그룹에 리소스를 집중함으로써 기존 SaaS 마케팅 전술보다 더 높은 투자 수익을 얻을 수 있습니다. 
• 리소스가 적은 소규모 SaaS 비즈니스는 ABM이 데이터, 연구 및 전략 측면에서 요구하는 상당한 초기 투자를 감당하지 못할 수 있습니다. 
• ABM 캠페인을 효과적으로 실행하는 것은 어려울 수 있으며 특정 지식과 헌신적인 팀이 필요합니다.

SaaS 조직의 경우 ABM은 고객 유지율 향상, 영업 주기 단축, 마케팅 및 영업 간의 더 나은 조정, 생산성 향상과 같은 여러 가지 이점을 제공합니다. 고가치 계정에 마케팅 활동을 집중할 수 있기 때문에 전환율이 높아지고 리소스 할당이 더욱 전략적으로 이루어집니다.

ABM relies heavily on personalization and customization, which improves customer retention and boosts marketing and sales outcomes. With a 67% higher deal-closing rate when sales and marketing teams are in sync, businesses utilizing ABM have achieved notable gains in income, reputation, and customer connections.  

In the SaaS industry, account-based marketing involves the participation of a wide range of stakeholders, including marketing, sales, product, and product marketing. This makes it different from other marketing approaches, which tend to focus solely on the responsibilities of marketing and sales departments. 

One of the key challenges of implementing ABM in the SaaS industry is obtaining accurate and high-quality data. This is consistent with the statement made by more than 29% of marketers, who acknowledge this is a significant challenge. 

Another important consideration is the need to integrate the activities of marketing and sales organizations, which is crucial for avoiding confusion over the management of leads that are generated by marketing and are not yet ready for sale. This integration helps enhance the effectiveness of the ABM process and achieve its objectives. 

Outbound account-based marketing targeting strangers or individuals unaware of your brand and its purposes can be difficult, especially during the execution of the first stage of the funnel. This drives the need for a personalized communication strategy that offers a reasonable explanation for the interest taken in the potential customer. 

ABM works best for SaaS companies that are mature or in the “Rapid” growth stage. Attaining these phases signifies that the business has the required assets, a clear Ideal Customer Profile (ICP), and the capacity to coordinate marketing and sales initiatives efficiently. 

ABM is essential for boosting growth since it frequently results in a revenue gain of at least 10% in a year. Before putting ABM into practice, early-stage firms without the funds or a defined ICP should concentrate on laying a strong foundation.

Here are three steps to consider: 

1. Collect information: Compile information on intent signals, technographics, and firmographics. Firmographic information comprises location, industry, and company size. By exposing the technology they utilize, technographic data helps you understand their demands and how well your solution might work for them. On the other hand, intent data indicates a strong purchasing intent by identifying businesses actively investigating comparable solutions.
2. Improve your ICP (ideal customer profile): Examine your current clientele to determine the most engaged and lifetime value (LTV). By doing this, you may focus on comparable high-value accounts and improve your ICP. 
3. Build a target account list: Create a list of target accounts that satisfy your ICP requirements using the combined data. Businesses that employ technologies that work well with your solution, are actively seeking solutions similar to yours, and are the appropriate size, industry, and location should all be on this list.

For instance, a software as a service (SaaS) provider of marketing automation software may target North American technology enterprises with over 100 employees that use HubSpot for CRM and exhibit active research interest in marketing automation solutions.

For SaaS organizations, data and analytics are essential to successful account-based marketing (ABM) because they help identify high-value target accounts, comprehend customer requirements, and adjust marketing campaigns accordingly. More data-driven optimization and improved 고객 확보 및 유지 are made possible by advanced analytics technologies, which offer deeper insights into the efficacy of campaigns. 

Businesses can obtain essential insights for ongoing ABM enhancement by utilizing the analytics capabilities of CRM and marketing automation platforms. AI and machine learning, which may automate and optimize processes for more complex data-driven insights, will influence the direction of ABM in SaaS in the future.

To gauge the effectiveness of an Account-Based Marketing (ABM) campaign, it is necessary to consider various metrics. These include engagement with the target account, movement of the account through the buyer’s journey, and the campaign’s effect on revenue and ROI. It is also essential to consider the 고객 생애 가치(CLTV) as it provides a long-term perspective on the value of an account. 

CLTV is the total revenue a customer generates over the entire time they do business with your company. This includes all purchases made by the customer, irrespective of how they were made.

To achieve a permanent improvement in ABM in SaaS, one should consider making an investment in continuous development, or rather, more or less permanent marketing campaigns, or using more than one channel, or following a strict schedule. 

• It is necessary to hold regular meetings and receive feedback to achieve better results and create stronger relationships with clients. 
• Tailoring the content to the specific needs of the accounts helps in conveying the message effectively. 
• It is necessary to test and optimize the campaigns based on the results obtained; in this way, one can improve the strategies of account-based marketing and compete effectively.

In the SaaS industry, account-based marketing or ABM is a fast-growing trend, and its future is shaped around several prominent themes. 

• One of the areas is the use of AI and predictive analysis for enhanced targeting and customization. 
• Another is hyper-personalization, which aims to increase customer engagement levels. 
• Omnichannel marketing allows one to reach audiences on different platforms. Interactive content encourages the audience to engage with the content. 
• Last but not least, integrating the marketing and sales teams increases the effectiveness of their strategies. 

These trends will likely boost the effectiveness of the B2B market in which the SaaS products are sold.

The future of ABM will focus on four areas: 

• data-driven strategy
• consistent messaging
• smooth integration of technology
• teamwork 

To achieve successful ABM campaigns that engage with the right people and deliver business results, SaaS organizations must be agile and keep up with the times.