Traditional B2B marketing often casts a wide net, hoping account-based marketing will reach potential customers, while ABM has the opposite methodology of selecting targets and creating content to engage specific accounts.
When used in iGaming, where there are very small buyer pools and most deals are based on relationships, ABM is a strong fit for the industry.
What ABM Actually Means in Practice
ABM is not a tool or an application. Rather, it is a business philosophy to treat every account as its own market. For example, rather than creating a blog and waiting for the targeted operator to see it, you identify 20 target accounts and understand where they are in the evolution of their business (market entry, platform capability, and payment challenges) and create outreach and content that is designed to talk directly to answers they may have with respect to each of those issues.
The sales team will be working from the same list as the marketing team (the same target accounts with the same messaging and timeline).
How to Build an ABM Strategy for iGaming
Where Content Fits in an ABM Strategy
In ABM, content is not for everyone, but it is specific to a target account; therefore, a market entry guide specific to operators doing business in Brazil is more likely to be clicked on relative to a generic whitepaper. A LinkedIn post discussing a legal change regarding regulations in a country where the specific operator has just completed entry will stand out more than a post discussing a product update.
Conclusion
This is the point at which B2B Marketing Strategy and Account-Based Marketing (ABM) cross paths. Your content calendar should align with what your target accounts are experiencing at this moment in time - not what your product team has planned.
The iGaming industry leverages ABM strategy because it functions on relationships and because the number of buyers in the market is limited. You don't need to reach everyone; you just have to keep consistently communicating with the 20 right operators and with messages that match their specific reality. This, in general, is a more responsible way to use your marketing budget than any other method.
FAQs
What is an example of account-based marketing?
An example of this is when a platform supplier identifies 10 target operators who are entering into North/South America (LATAM) and sends each one a personalised guide for how to enter the market, rather than sending out a generic email blast.
What is the 3 3 3 rule in sales?
Prospecting through outbound sales activity can be broken down into the following cadence: Contact 3 people per day, follow up with each of them three times, and book 3 meetings per week.
What are the 4 types of B2B marketing?
Examples of Outbound Sales Activity Include: Content Marketing, Account-Based Marketing, Email Marketing, and Event Marketing.