Account-based marketing is experiencing a surge in prominence, owing primarily to B2B marketers, bloggers, and market research agencies interacting with today's B2B customers has in a way become required the use of personalized account-based marketing approaches.
The main goal of any ABM approach is to construct a fully integrated sales and marketing strategy that focuses on a small number of clients that are highly targeted. Account planning and mapping, sales and marketing coordination, offerings, and KPIs are just a few of the elements to consider here.
ABM, also referred to as key account marketing, necessitates strong collaboration between marketing and sales to discover and advertise to particular businesses that fulfil the Ideal Customer Profile, or ICP. Below are several tried-and-true account-based marketing strategies that may boost your ABM one step ahead.
1. Look alike modeling
Your client base is a helpful resource for assisting you in choosing the most appropriate potential leads to work on, in addition to being some of your most valued targets in an ABM approach. Analyse your current clients before performing lookalike modelling. Examine which ones provide the best return on investment and have the most recommendations. Consider whether or not dealing with a specific customer has benefited you, boosted your company's profile, and, as a result, gotten you more clients.
Many digital advertising platforms will enable you to upload a list of top clients and then effectively target comparable demographics for you when you have one. You may also use the database for organisational purposes to help determine which businesses to pursue based on the major characteristics that your top consumers share.
2. Using Social intelligence for targeting
Personalizing messages based on an account's specific goals and challenges is a fundamental element of account-based marketing. Since businesses tend to change frequently, skilled marketers keep an eye on the activities of their target accounts and use that information to trigger specific events. To comprehend what is going on at a corporate level, one option is to sign up for public information services like Google Alerts. Another strategy is to keep track of what people are saying on social media.
Unlike PR-driven articles and press releases, account-based marketing relies heavily on social data. Companies should be flexible while developing the strategy, rerouting or revising communications when new information becomes available.
3. Emails campaigns are still going strong
Companies that employ segmented lists to boost relevancy for their subscribers have experienced a substantial surge in revenue from email campaigns. Once you identify who's getting the email, what their function in their organisation is, and where they are in the buying cycle, it's easy to customise your email content for them. In an ABM campaign, it is important that you have all of the details about your targets.
Use all of your research to make sure you're sending the proper message to each ABM connection based on their specific interests and objectives. Leverage all of the information you know about them from previous interactions to current content and CTAs that are relevant to their interests and their position in the purchasing process.
4. Personalization in automated campaigns is here to stay
When you're developing fresh content, seek opportunities to highlight your key prospects positively. Consider whether one of your high-level connections at a company you'd like to collaborate with would be an excellent source for a future blog article. Use them as a fascinating reference for how to execute the strategy you're discussing in your article. Sources and references are effective strategies to strengthen a piece of content. They provide a number of additional perks when used as part of an ABM strategy:
- The majority of businesses pay attention to their online references. If they are not aware of your organisation, mentioning them in a piece of content enhances the chances that they will learn about it and visit your website, which eventually increases your brand exposure.
- They'll undoubtedly know what your organisation is if you interview someone for a post and emphasise their skills in a piece of content. This is a great opportunity to ensure that their initial encounter with your business benefits both sides.
5. One-on-one targeting for C-level contacts
Personnel at target accounts might be assigned the task of establishing connections with certain buyer personas. C-level to C-level outreach is a great approach for this. The outreach should be genuine and personal, and it should provide a business motive for these leaders to interact. The organisation should back the entire campaign, including the message drafting. An inside salesman might follow up by calling the executive's administrative assistant to schedule a meeting.
Organizations can then allocate VPs, inside salespeople, and marketing to leads at target accounts after the C-level executives have been assigned. The idea is to connect relevant personnel with relevant people at a prospective business.
6. Retargeting ABM target list - A multichannel approach
The option to retarget is one of the most valuable features of PPC advertising. You may deliver advertising to individuals who have previously visited your website and interacted with your business. You may also personalise the advertising depending on how they interacted with your content, ensuring that your messaging is relevant to the user and the phase of the purchasing journey.
Social media is another way to engage with your prospects in a more personalised manner. Most social media networks enable you to submit a list of email addresses that you'd want to target with a specific campaign. While they normally won't allow you to build advertisements that target a single person, being able to customise advertising for a specific group of people—for example, executives of technology companies with 200-300 employees—gives you a lot more flexibility in terms of creating ads that address your target audience's priorities. Create advertising that is highly applicable to the requirements of the major target accounts and people on your ABM profile, and use the targeting tools on social networks and PPC platforms to run those customised ads. A targeted ad is one of the most effective ways to introduce your company to a new prospect with information relevant and beneficial to them.
7. Organic social media content targeting
Marketers have direct access to their target audience via social media. Once you've built a list of top ABM target accounts and identified some of the important connections, you want to identify all the connected accounts you can on major industry networks. Begin by following and connecting with your target prospects, and pay close attention to what they have to say. Before you start connecting with your prospects more actively, you need to get to know how they tend to use social media.
8. Focusing on close-door events like webinars and podcasts
Account-Based Podcasting is an added step that experienced marketers are adopting in their existing ABM strategy. Podcasts may help you provide a personalised buying experience for your audience by becoming the core of your ABM content strategy. Content directed towards generic consumer profiles lacks the personalisation, awareness, and assistance that your podcast provides. Podcasts enable you to shift away from customer personas and concentrate on each individual account or account segment.
Webinars may also deliver high-value offerings, be customised to different personas at all phases of the marketing funnel, and be highly engaging, allowing you to quickly evaluate the amount of engagement and intent from those who participate. With webinars, you can reach the whole purchasing process and personalise content for stakeholders and influencers in a much more flexible way with your ABM campaign.
Each of the strategies listed above is intended to boost interaction and accelerate prospecting for your target accounts. However, which method to use and how to use it is primarily determined by your present resources, sales strategy, and the audience you're marketing to.