“Account-based marketing is the process of targeting specific accounts, based on their current stage in the sales cycle. It’s a way to reach out with relevant content and offers that are tailored to each company.”
Tips for an Effective ABM Strategy
An account-based marketing strategy (ABM) can be one of your most powerful tools when it comes to generating revenue for your b2b business. If you want an effective ABM strategy, there are four things you need to do:
1. Identify target accounts: Accounts can be identified by looking at which company they work for, what industry they’re in, and their stage in the sales cycle. You should also take into account any existing contacts or connections that may be able to help you build this list as well!
2. Personalized messages for these accounts: Based on step 1, gather as much info as you can, the more you know, the better! Be as specific as possible. The content should be tailored to each account and their needs/goals specifically.
3. Create content that will appeal specifically to these targets: Create messaging that is relatable; understand the following: what are their goals? Who are they currently buying from? What are their pain points? What topics interest them the most?
4. Make sure all members of your team are aligned with these account-based marketing tactics: Team alignment is critical to the success of your account-based marketing strategy. Make sure that everyone you work with on the campaign is aligned with your goals and objectives, shares the same values, and has the same role in influencing decision-making.
The account-based marketing (ABM) approach is not new, but it has become more popular in recent years. With this strategy, marketers focus on building relationships with high-level customer accounts and drive demand to these select accounts. The goal of ABM is to create better prospects for the future by engaging with key decision-makers at targeted companies today.
ABM is especially effective when combined with business-to-business (B2B) marketing with the goal being to create better prospects for the future by engaging with key decision-makers at targeted companies today.
The Pre-requisites:
There are a few points you need to consider prior to implementing or considering the implementation of ABM.
Step 1: Assess ABM Readiness:
An ABM strategy can help drive engagement and growth, but it’s not right for every organization. Before implementing an online campaign or another form of marketing technology in-house, make sure that you consider all organizational factors including your product/service offerings as well customer base size and cycles to decide if this type of approach will work with what already exists at your company.
Step 2: Set Targets:
Create specific measurable goals by building an excel spreadsheet that breaks down revenue targets into closed-won percentages based on monthly updateable metrics like leads/opportunities taken versus produced in order to track your progress against those numbers so you can continuously pivot.
Step 3: Roles and Responsibilities
In order to mitigate confusion among teams, create a living document that serves as an overview of responsibilities and ABM-related processes. Share it with marketing, sales, and customer success teams for starters!
Do you want to increase your company’s bottom line? Do you find it difficult to generate leads for your account-based marketing strategy? We’ve built our team and services over the years with a primary focus on being able to deliver the best leads with the best industry practices and an experienced team. Get in touch with us today to know about how to increase your company’s ROI.
