Product marketing
Account-based marketing for technical products
When a product is sold to a small number of organisations, a focused list of well-chosen accounts matters more than a large volume of anonymous leads.
ChicCanvas team5 min
Technical products are often bought by a handful of organisations, after long evaluations by several people. Broad campaigns reach many people who will never buy and say too little to those who might.
Product marketing
Choose the accounts first
Account-based marketing starts with a short list of organisations that fit the product best — by need, size, technology and timing. Sales and marketing agree the list together.
Product marketing
Map the people behind each account
A technical purchase involves users, technical evaluators, budget holders and procurement. Each needs different information: how it works, how it integrates, what it costs, what the risks are.
Product marketing
Say something specific
Messages should speak to each account's situation: their systems, their regulations, their likely objections. Product marketing provides the material — positioning, technical summaries, comparison notes — that makes this possible.
Product marketing
Connect marketing and CRM
Automation and CRM integration show which accounts are engaging and with what. Without that connection, sales cannot see what marketing is doing, and marketing cannot see what works.
Product marketing
Measure progress by account
Success is measured in engaged accounts, meetings and opportunities — not in clicks.
Related service
Product marketing & automation