When we first began working with Korbyt, they were a well-established company with a strong inbound marketing foundation. With this strong foundation in place, Korbyt decided to move forward with an Account Based Marketing (ABM) strategy to better personalize communication and tailor content and campaign efforts to very specific high-value accounts.
When implementing ABM, there needs to be a strong working relationship between marketing and sales to ensure targeted accounts receive an engaging buying experience. A seamless experience in the hand off from marketing to sales often determines the success of an ABM approach.
In conversations between marketing and sales, Korbyt defined the verticals and Ideal Customer Personas (ICPs), and we took a deep dive into each of these accounts looking at: