The Need for Account-based Marketing in Hiring Agencies

by Devid Smith Marketing Automation Services and Technology

When talking about the latest B2B Marketing trends, it’s impossible to not have heard of account based marketing. For the uninitiated, account-based marketing is a targeted approach towards selling and marketing. Instead of directing marketing and sales efforts towards a general audience or industry, an account-based approach focuses on building relationships with specific businesses or accounts. Metaphorically speaking, if traditional marketing is like casting a net into the ocean, an account-based marketing initiative is like fishing with a spear for a single prized catch.

The concept of account-based marketing is based on a simple premise- new business decisions are made by a group of people, not individuals. This rings especially true within the recruitment industry, particularly in larger organisations hiring in multiple departments. Account-based marketing can allow recruiting firms an exposure to all of these decision-makers simultaneously and instantly.

In the case of online advertising for your recruitment marketing agency,an account-based approach to advertising allows agencies to display their branding to everyone in a target business based on IP address. This is not only cost-effective but also ensures that all influencers and key decision-makers will see your brand. The advertisements may only get 20-30 impressions, but they will be from the right audience, allowing consultants to make a warmer introduction to potential clients.

Every recruitment marketing agency could also use an account-based initiative to nurture existing clients that they have worked with in the past, especially during known hiring periods. Most companies tend to hire around a new financial year or the mid-financial year period. Amalgamating targeted display advertising with sales-driven account management during these periods is an astute strategy.

Account-based marketing doesn’t just end at advertising. It extends to all departments and tools at a business’s disposal that help to form relationships with the right accounts. An effective account-based marketing strategy consists of events, email marketing and strategic sales campaigns. Hiring agencies and marketing departments must be able to align their efforts, share information, and collectively buy into driving key relationships.

Lastly, the final element to an account-based approach is tracking and monitoring these relationships. It’s here where the lines between recruitment marketing and account-based marketing blur.