3 Tips for Better Account-Based Marketing Strategy
by Brian Cooney | Last Updated: Aug 5, 2022
Account Based Marketing is a targeted approach to marketing, typically used by B2B organizations, in which each account is treated as a market unto itself. Starting your ABM is the hardest part, but once you have your strategy in place, it can be an extremely effective way to drive revenue. The benefits of account-based marketing are endless!We want to start by implementing a strong account-based marketing strategy. Perhaps most importantly, this type of strategy can help to create a more targeted and efficient marketing approach. This can, in turn, lead to increased sales and ROI. When done correctly, account-based marketing can also help to build stronger relationships between a company and its key accounts.Overall, an account-based marketing strategy can be a very effective way to boost sales and ROI. However, it’s important to make sure that you take the time to plan and execute your strategy properly. If you do so, you can expect to see some great results. For more information on how to apply these tips check out our complete account-based marketing strategy guide.Here are three tips to help you get started with ABM:
1. Define your Target Accounts
This is the most important aspect of your ABM strategy because it will determine who you market to and how you go about doing it. To define your target accounts, start by creating a list of companies that meet certain criteria, such as being in a certain industry or having a certain number of employees. Then, narrow down your list further by identifying the key decision-makers at each company. Once you have your target accounts identified, you can move on to developing your marketing strategy.The reason it is so important to reach your target audience with account-based marketing is that this type of marketing is very specific. You are not just trying to reach a large group of people with your message; you are trying to reach specific individuals at specific companies. This means that your marketing efforts need to be highly targeted and tailored to each account.An example of this would be if you were a company that sold software to businesses, you might start by creating a list of all the businesses in your target industry. Then, you would narrow down that list by identifying the key decision-makers at each company. In this case, those would likely be the business owners or CEOs.
2. Create Personalized Content
When you’re marketing to specific accounts, it’s important to create content that is tailored to their needs and interests. This means you should avoid using generic content, such as blog posts or ebooks, that is not specifically targeted at your ideal customer. Instead, focus on creating personalized content, such as account-specific case studies or customized ebooks. By doing this, you’ll be able to engage your target accounts better and eventually convert them into customers.Creating personalized content can go a long way in helping you to reach your target accounts. When you create content that is tailored to their needs and interests, you are much more likely to engage them and eventually convert them into customers.An example of this would be if you created a case study specific to a particular company rather than a generic case study about your software. This would show the company that you have a deep understanding of their needs and how your product can help them overcome their challenges.
3. Use Multiple Channels
To reach your target accounts, you’ll need to use a variety of marketing channels. This could include everything from email marketing and social media to paid advertising and direct mail. The key is to experiment with different channels and see which ones work best for your company. Once you’ve identified the most effective channels, you can focus your efforts on those and continue to generate leads and sales.An example of using multiple channels would include sending direct mail to a target account, following up with an email campaign, and then running a paid ad that targets the same account. By using multiple channels, you’ll be able to reach your target accounts through a variety of touchpoints and increase your chances of conversion.Overall, an account-based marketing strategy can be a very effective way to boost sales and ROI. However, it’s important to make sure that you take the time to plan and execute your strategy properly. If you do so, you can expect to see some great results. By following the tips above, you can get started with developing your own account-based marketing strategy and start generating more leads and sales for your business.