harjindra
Traditionally, businesses used to execute bulk emailing and then shortlist the accounts based on the campaign response.
However, businesses have shifted to a more specific approach - Account-Based Marketing. Businesses use sales intelligence to deliver insights to the sales reps on which accounts are in-market and ensure they take the right action through a coordinated ABM strategy.
There are other aspects to consider such as account planning and mapping, coordination in sales and marketing, offers and metrics. In this post, we would like to discuss 5 successful strategies to use in your marketing campaign based on your account.
In ABM the goal is usually to improve understanding and interaction in your target accounts with the decision-makers. To do so, you must first identify who those accounts and decision-makers are, and their attributes (revenue, location, size, etc.). Remember that this will vary depending on the targeting requirements of your chosen ABM.
For example, you might be targeting by vertical or industry rather than by specific decision-makers.
Once you have a clear understanding of the accounts/verticals/individuals you're searching for, focus on building a shortlist of accounts that match those criteria, from where you can start with awareness.
What do you want to achieve with your ABM campaign? ABM campaigns aim to maintain quality account relationships with the target accounts. So, KPIs and targets may vary significantly from those in a more conventional lead gene or nurture campaign.
As a result, ABM goals also include: quality account generation, maintaining healthy contact with account DMU (decision-making unit), and expansion of revenue within accounts. To stay on track, it's crucial to identify what success your campaign will look like from the outset; like quality engagement or increased visibility within key accounts.
You need to have the correct infrastructure in place before you can launch a campaign. For Account-based marketing today, tech advancements make it easier than ever to track accurate lead and consumer details, engage the right accounts through the right channels, and personalize on-scale communications.
to engage a specific target account, your approach must be highly customized to adapt to their specific challenges and pain areas. This means that from site copy to landing pages, social sales posts, to assets such as videos, guides, and eBooks, campaign messaging and content needs to be customized and tailored to address their bottlenecks. Your level of insight into key accounts can help inform the messaging and the value to be communicated, and also the intent of your content, content format, and channels to prioritize.
To make the most of your ABM, ensure that any interaction your account has with your message and your content is relevant to them or their challenges.
Data is used to fuel every step you take to implement ABM. The prospect and customer data allow you to customize your targeted account strategy. A reliable B2B data is also essential to create an Ideal Customer Profile (ICP). An ICP is created using a combination of firmographic and behavioral data points. Therefore, access to high-quality B2B data is crucial to creating holistic ICPs.
If the B2B data you have access to is weak, unorganized or unreliable, you will never have the insights to drive the expected results from your ABM strategy.
