In recent years Account-Based Marketing (ABM) has become an industry standard. More and more businesses are implementing ABM campaigns and growing rapidly. With the use of a robust account-based marketing strategy, you can target the prospects that are interested in what your firm has to offer.
With the right Account-Based Marketing strategies, you are guaranteed long-term business growth, delighted customers, increased revenue, and improved ROI.
A recent study by Terminus shows that:
- Companies that have an ABM strategy generate 208% more revenue from their marketing efforts.
- 84% of B2B marketers report “significant benefits for retaining and expanding current client relationships.”
What is Account-Based Marketing?
Account-Based Marketing is a B2B marketing strategy that helps you first identify accounts that provide the highest value to your business. With the use of these, the decision-makers in these accounts are then targeted with marketing strategies specific to their needs and persona.
Businesses that implement ABM report:
- A faster sales process.
- Cost-effectiveness.
- More efficient use of marketing resources
What are the basics of a successful ABM campaign?
All campaigns need to start with plans, setting SMART goals. Once the goals have been set, you can try one of two approaches:
- Contacting decision makers within various departments at companies with which you already have established a rapport and promoting the value of your products and services.
- Finding firms with similar business attributes and sending key decision-makers, targeted content to guide them through the sales process.
For your next ABM campaign, we have compiled three things you need to keep in mind to ensure you maximize your resources and improve your conversions.
Set SMART Goals.
Carefully plan out your account-based marketing strategy. Make your goals SMART. SMART stands for:
- Specific
- Measurable
- Achievable
- Relevant
- Time-bound
SMART goals should be implemented through all aspects of a business as it allows you to set performance indicators and accurately judge your campaigns.
Industry experts recommend a 90-day time frame for your ABM campaign. This helps determine what is achievable with your strategy’s content portion and the amount of time you need to wait before analyzing the overall campaign’s final analytics.
Know more: A Beginner’s Guide to Account-Based Marketing
Spend Time Identifying Your Target Prospects.
Your sales and marketing team should take the time to create a customer persona that is based on your “ideal customer.” In order to do this, your sales and marketing teams need to analyze the:
- Industry Size
- Location
- Previous Purchases
- Opportunities For Growth
- Annual Revenue
They would also need to look at potential buyers’ job titles and use the criteria to develop lists of companies and contacts from your marketing automation platform, CRM, social networks, and various company websites.
Understand The Platform You Will Be Using
There are various platforms that you can use to launch your ABM campaign. Almost all of them include:
- Company score reporting
- Workflows
- Custom contact properties
- Social media ads
- Tracking URLs
Understanding the above is essential to your campaign’s success.
Once these critical pieces are in place, it’s time to launch your account-based marketing campaign!
However, keep these points in mind:
- Monitor your results throughout the campaign
- Schedule a debriefing at the end of the campaign to assess goal accomplishment and budget alignment
- Identify accounts that are still in the pipeline that would benefit from additional nurturing
What’s Next For Your Business?
Your business needs to grow, and implementing an ABM strategy can do just that.
The account-based marketing process can be very tricky and challenging to navigate; Logichron prides itself on providing some of the industry’s best ABM marketing services.
You can read more about our ABM services here.
An ABM strategy helps you target potential buyers and should be used in unison with other B2B services that we offer. Logichron offers a wide range of B2B marketing services; some of these include:
- Email Marketing
- Lead Generation
- Lead Nurturing
- Content Syndication
- Appointment Generation
- Contact Discovery
- Digital Marketing
Contact us today and watch your business grow!
