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Account-Based Marketing Tactics to Drive Results

How to Succeed with Account-Based Marketing

Last Updated: Aug 1, 2022

Are you looking for ways to take your account-based marketing (ABM) efforts to the next level? If so, you’re in luck. In this article, we’ll share some of the best ABM tactics that you can use to drive results.

But before we dive into the tactics, let’s briefly review what account-based marketing is and why it’s so effective.

What is account-based marketing?

Account-based marketing (ABM) is a strategic approach to B2B marketing that targets key accounts with personalized campaigns designed to convert them into customers.

ABM goes beyond traditional lead generation by considering each target account's unique needs and preferences. This allows businesses to create more targeted, effective campaigns that are more likely to result in a sale.

While ABM has been around for a while, it has seen a resurgence in recent years as more and more businesses look for ways to target their marketing efforts better.

Why is ABM important?

There are a number of reasons why account-based marketing is so important. For one, it’s an incredibly effective way to generate leads and close deals.

ABM has also been shown to improve customer retention and lifetime value. In fact, one study found that ABM can increase customer retention rates by up to 27%.

Finally, account-based marketing is important because it allows businesses to focus their marketing efforts on their most valuable accounts. This ensures that you’re getting the most bang for your buck from your marketing campaigns.

Now that we’ve reviewed what account-based marketing is and why it’s important, let’s take a look at some of the best ABM tactics you can use to drive results.

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Define your ideal customer profile

It's important to know who your ideal customer is before you can start targeting them with an ABM campaign. To do this, you'll need to define your ideal customer profile (ICP).

Your ICP should include information such as the size of the company, industry, location, and other factors that will help you narrow down your target market. Once you have your ICP defined, you can start identifying potential accounts that fit that profile.

For example,  if you’re a US-based B2B payroll software company that sells to small businesses, your ICP might look something like this:

  • Company size: 1-500 employees
  • Industry: Any
  • Location: United States

Research your target accounts

Once you've identified some potential target accounts, it's time to do your research. You'll want to learn as much as you can about each account, including their specific needs and pain points.

This research will be vital in helping you create a personalized ABM campaign that resonates with each target account. The best way to conduct this research is by talking to people who work at the company, such as sales reps or customer service representatives.

Another great way to research your target accounts is to use social media. LinkedIn is a particularly valuable platform for this, as you can use it to find out information about the company and its employees.

Finally, you can also use Google to find articles, press releases, and other online resources that can give you insights into your target accounts.

Create personalized campaigns

Now that you know who your ideal customer is and what they're looking for, it's time to create a personalized ABM campaign. This campaign should be designed specifically for each target account and tailored to their specific needs.

Your campaign might include a mix of online and offline tactics, such as targeted ads, direct mail, customized landing pages, and more. Another way to personalize your campaign is to use account-based marketing software, which allows you to automate and customize your marketing efforts.

Lumavate can help you in the process of making personalized campaigns. With our easy-to-use digital experience platform, you can create digital experiences that are designed for each target account. This allows you to deliver a personalized experience that resonates with your audience and drives results.

Direct Mail

One great way to reach your target accounts is through direct mail. This involves sending physical letters or postcards directly to the decision-makers at your target companies.

When designing your direct mail campaign, be sure to personalize each piece of mail that you send. This could include customizing the message, offer, or even the format of the mailer itself. For example, you might want to send a letter to some target accounts and a postcard to others.

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Invest in account-based advertising

Investing in account-based advertising is a great way to reach your target accounts with personalized ads. With account-based advertising, you can create customized ads that are served directly to your target accounts.

This allows you to ensure that the right people see your ads and that they're relevant to each specific account. The best ways to advertise your ABM campaigns are through LinkedIn and Google AdWords.

Lumavate can also help you with your account-based advertising efforts. Our digital experience platform allows you to create personalized ads that are served directly to your target accounts. This ensures that your ads are relevant and that they reach the right people.

Use account-based content marketing

Content marketing is another great way to reach your target accounts. When creating content for your ABM campaign, it's important to ensure that it's tailored to each specific account.

Your content should be relevant to their needs and pain points and offer something of value. By doing this, you'll be more likely to capture their attention and turn them into a customer.

A company that does a great job with content marketing is Drift. Drift is a B2B software company that sells to small businesses. They offer a great piece of content called the Account-Based Marketing Playbook, which is tailored specifically for small businesses. This playbook offers valuable information on how to create an ABM campaign, including tips on personalization, account research, and more. Their content is highly relevant to their target audience and offers something of value. As a result, they've been able to build a large and engaged following.

Implement an ABM strategy with sales and marketing alignment

To be successful with ABM, it's important to have alignment between sales and marketing. Both teams should be working together towards the same goal of converting target accounts into customers.

This alignment will ensure that everyone is on the same page and that your ABM campaign is as effective as possible.

For example,  your sales team should be aware of the content that your marketing team is creating. This way, they can pass it along to their contacts at target accounts and help promote it.

Your marketing team should also be kept in the loop about any changes or updates on the sales side. This way, they can adjust their campaign accordingly.

Embrace Retargeting

Retargeting is a great way to reach your target accounts and generate leads. When someone visits your website, you can place a cookie on their browser and show them targeted ads when they visit other websites.

This ensures they see your ad even if they don't convert immediately. And, it allows you to stay top of mind with your target accounts.

A company that does a great job with retargeting is Terminus. Terminus is a B2B software company that specializes in account-based marketing. They use retargeting to reach their target accounts and generate leads.

Their retargeting ads are highly personalized and relevant to their audience. As a result, they've been able to generate many leads and customers.

Start Small and Scale Up

When starting with ABM, it's important to start small and scale up. Don't try to do too much too soon. Otherwise, you'll likely get overwhelmed and give up.

Start by targeting a few key accounts that you know you can convert. Once you've had success with those accounts, you can start scaling up your efforts.

By starting small and scaling up, you'll be more likely to succeed with your ABM campaign. And, you'll be able to learn and grow as you go.

Get in touch with the decision-makers at your target accounts

To be successful with ABM, you need to get in touch with the decision-makers at your target accounts. This can be done through a variety of methods, such as personal emails, LinkedIn InMail, direct mail, or even a phone call.

It's important to remember that you're not just trying to sell to these decision-makers. You're trying to build a relationship. So, don't be afraid to reach out and start a conversation.

Measure, track, and optimize your results

Finally, it's important to measure and track your results so that you can optimize your ABM campaign. You'll want to track metrics such as the number of target accounts reached, conversion rate, and cost per conversion.

By tracking these metrics, you'll be able to see what's working and what's not. This will allow you to make necessary changes to your campaign so that you can achieve the best results possible.

The best way to track your results is by using marketing automation software, such as HubSpot. This software allows you to track all of your marketing efforts in one place and see which ones are performing the best.

Examples of Successful ABM Companies Using These Tactics

Now that we've gone over some of the best ways to implement an ABM strategy, let's take a look at some examples of companies that are doing it right.

Drift

Drift is a B2B software company that sells to small businesses. They use account-based content marketing to reach their target accounts. Their piece of content, the Account-Based Marketing Playbook, is tailored specifically for small businesses and offers valuable information on how to create an ABM campaign. As a result, they've been able to build a large and engaged following.

HubSpot

HubSpot is a marketing automation software company that helps businesses track all of their marketing efforts in one place. They use account-based marketing to reach their target accounts and have a dedicated ABM team that focuses on creating personalized content and experiences.

PFL

PFL is a B2B direct mail company that uses account-based marketing to reach its target accounts. They create personalized direct mail pieces that are tailored to each specific account. As a result, they've seen a significant increase in conversion rate.

Terminus

Terminus is a B2B software company that offers an account-based marketing platform. Their platform helps businesses create personalized campaigns and track their results. They've seen success with their own ABM efforts and have helped their customers achieve similar results.

Lumavate

Engagio is a B2B software company that helps businesses automate their account-based marketing efforts through use of their Digital Experience Platform. Their software helps businesses manage their contacts, create personalized content, and track their results. As a result, they've been able to help their customers achieve success with ABM.

These are just a few examples of companies that are using account-based marketing successfully. If you want to learn more about ABM or see other examples of successful ABM campaigns, check out our blog post on the topic.

ABM can be an extremely effective way to reach your target accounts and convert them into customers. However, it's important to remember that there is no one-size-fits-all solution. The best way to implement an ABM strategy is to tailor it to your specific business and goals.

Lumavate: How We Can Help

Lumavate specializes in creating digital experiences that drive results. Our easy-to-use platform makes it simple to create personalized campaigns that resonate with your audience.

We can help you in the process of making ABM a success. With our platform, you can create DXPs that are designed for each target account. This allows you to deliver a personalized experience that drives results.

In addition, we can also help you with your account-based advertising efforts. Our digital experience platform allows you to create personalized ads that are served directly to your target accounts. This ensures that your ads are relevant and that they reach the right people.

If you're looking for help with your ABM campaign, Lumavate is the perfect partner for you. We can help you reach your target accounts and convert them into customers. Contact us today to learn more about how we can help you with your ABM efforts.

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