Account-based marketing (ABM) is a robust B2B sales and marketing technique that uses personalization to acquire and keep high-value clients inside a defined group of accounts. ABM helps organizations strengthen relationships with their best customers by concentrating on each target account’s specific needs and preferences. Due to this, the popularity of account-based marketing is on the rise again, thanks to the efforts of B2B vendors, bloggers, and market research companies.
The basic concept is to develop a unified sales and marketing procedure that fosters connections with a carefully selected group of accounts. The basics include account planning and mapping, sales and marketing alignment, offers, and KPIs.
Let’s dig into the ABM tactics without wasting any time further.
#1 Make deals that are tailored to your ideal customers
Crafting effective marketing requires customer-specific offerings. Customer-specific offers can boost lead-to-customer conversion.
A crucial aspect of successful account-based marketing is the ability to provide relevant and personalized content to your target accounts. In a typical account-based marketing program, the number of target accounts is usually limited. Therefore, it is crucial for campaigns and offers to yield high conversion rates.
A potential strategy to enhance content marketing initiatives involves tailoring offers to suit the needs of a specific target account. This approach involves creating customized content that caters to the unique requirements of the intended audience. The personalized report is highly valuable, which compels a majority of potential buyers to open it.
#2 Craft opportunities and compelling proposals aimed at securing appointments
It is a widely adopted practice among marketers to create offers that aim to generate leads through the use of webinars and white papers. In fact, an overwhelming majority of marketers utilize this strategy. These tools are designed to assist sales professionals in securing appointments with potential clients. A social analytics firm has the ability to provide a comprehensive live research report that delves into a business’s social media endeavors in comparison to its rivals. This report is expected to last for an hour and will offer valuable insights into the business. Additional instances comprise technology assessments or security audits that are offered free of charge.
#3 Retarget your audiences to remind them about your brand
Retargeting is a highly effective strategy that can help you keep your brand in front of your target accounts. This strategy ensures that potential clients who have demonstrated interest in your products or services remember your brand. Display customized advertising to these customers while they browse the web to remind them of your business and encourage action. As employees consume online material, retargeting allows organizations to repeatedly engage with a given account, generating brand recognition and conversions. Account-based marketing can use retargeting innovations.
One notable example of an account-based insight and targeting solution is offered by Demandbase. This solution utilizes IP addresses to effectively identify a vendor’s target accounts as they navigate the internet. Upon visiting a website within the network of properties that host Demandbase advertisements, these accounts will be presented with the vendor’s advertisement. In addition to the company in question, there are other notable B2B retargeting firms such as Bizo and Retargeter.
#4 Make the CX of your site unique and engaging
To ensure the success of account-based marketing initiatives, it is imperative that the programs are designed to yield optimal conversion rates. Customizing landing pages is a highly effective strategy for achieving this goal. By leveraging the power of personalized marketing, marketers have the ability to design landing pages that are tailored to the unique needs and preferences of each individual or account. This can be achieved through the use of custom copy, images, offers, and forms that are specifically targeted to the visitor’s interests and characteristics. With this approach, marketers can increase engagement and conversions by delivering a more relevant and personalized experience to their audience.
Incorporating personalization techniques into your website can enhance the user experience. One such tactic is to feature the visitor’s name on the landing page. However, it is important to exercise caution as some potential customers may perceive this as invasive.
#5 Optimize productive sales regions
Developing effective sales territories is crucial for maximizing conversions and driving revenue growth. By strategically dividing your target market into manageable regions, you can ensure that your sales team is equipped to effectively engage with potential customers and close deals. With a well-designed sales territory plan, you can optimize your resources and increase your chances of success.
Social proximity territory planning is a strategic approach that involves the allocation of an organization’s representatives to particular accounts, taking into account the quality and quantity of their social connections. This practice enables companies to leverage their representatives’ social networks to build stronger relationships with clients and prospects. Additional options for territory planning may include utilizing prior sales history or established selling relationships.
#6 Test direct mail with the executives
One effective way to reach out to executives is through direct mail testing. This method allows you to send targeted messages directly to your desired audience, providing a personalized touch that can help increase engagement and response rates. By testing different messaging and design elements, you can refine your approach and optimize your results over time. Consider incorporating direct mail testing into your marketing strategy to connect with executives and drive business growth.
With the increasing popularity of digital marketing, direct mail has been largely disregarded. Despite the rise of digital marketing, direct mail remains a viable and impactful means of reaching specific segments of business leaders. Why? It is a common observation that a significant number of executives refrain from registering for webinars or white papers, responding to unsolicited emails, or following companies and salespeople on Twitter.
#7 Get a concise idea of what your audience is looking out for
Utilize social intelligence to gain a deeper understanding of the priorities and concerns of potential customers. Analyzing their online behavior and interactions can help you adjust your marketing approach and messaging to their requirements and interests. This method improves communication and converts prospects into committed consumers.
Account-based marketing personalizes messaging depending on an account’s initiatives and challenges. Companies change quickly in today’s commercial landscape. Thus, smart suppliers monitor these developments and take action in their target accounts.
For organizational updates, sign up for a public information service like Google Alerts. One effective strategy is to keep a close eye on social media activity.
Social data is valuable for account-based marketing, unlike public relations-driven articles and news releases. Organizations must be agile when establishing programs to allow for message changes when new information emerges. Businesses looking to improve their sales techniques can use enterprise-level social intelligence sales apps like InsideView and LinkedIn.
#8 Create a comprehensive list of authentic role-based contacts
Several vendors specialize in generating lists based on specific roles or responsibilities, and they offer a guarantee that the contact information provided is still current and active. This particular method of list building enables account-based models to effectively populate their database with the appropriate contacts. Frequently, titles may not provide sufficient information. However, by utilizing a role-based list, an organization can specifically request the individual responsible for overseeing their IT infrastructure. If you’re looking to create targeted lists for your business, there are several companies that can assist you in this process. Two such companies are Reachforce and Televerde.
#9 Acquire leads for your target accounts through the procurement of white paper and webinar leads
Previously, media companies restricted buyers from filtering leads based on limited criteria such as company size, title, or geographic location. In the current landscape of online lead generation, an increasing number of organizations are offering businesses the option to refine their lead acquisitions by specifying the name of the company. Although the cost-per-lead may increase, the investment is undoubtedly worthwhile in terms of bolstering account-based marketing initiatives.
#10 Develop a targeted C-level campaign
Developing a targeted C-level campaign is a crucial aspect of any successful marketing strategy. You may boost your chances of engaging top-level executives by personalizing your messaging to their requirements and interests. Research your target population to design an effective one-to-one C-level campaign. This may involve evaluating industry trends, identifying C-level executives’ pain points and issues, and learning their preferences and behaviors. Once you know your audience, you can start writing. Personalize emails, write thought-provoking blog pieces or whitepapers or make interesting videos. Maintain a consistent voice that resonates with your target audience throughout the campaign. C-level executives trust and convert when you show you understand their requirements and difficulties.
It is common for organizations to delegate the task of nurturing relationships with particular buyer personas at their target accounts to their employees. Engaging in outreach between C-level executives can be a highly effective strategy. The campaign may commence by initiating contact through an email or direct mail, followed by a subsequent phone call.
When reaching out to executives, it is important to maintain a personal and authentic tone. Additionally, it is crucial to clearly communicate the business reason for connecting with them. It is imperative for the organization to provide comprehensive support for the campaign, which includes crafting the message. To schedule a meeting with an executive, an inside sales representative may initiate a follow-up call with the executive’s administrative assistant.
Once the C-level executives have been assigned, the organization can proceed to allocate Vice Presidents (VPs), inside sales representatives, and marketing personnel to potential clients at the targeted accounts. The objective is to align pertinent staff members with the corresponding personnel of the potential client.
#11 Uncover potential leads by leveraging non-sales staff’s network of contacts within target accounts
It is common for us to disregard the connections our fellow employees within the company may have with the target accounts. One of the features offered by LinkedIn Sales Navigator is TeamLink, which allows users to gain insight into the connections that other employees in their company have with contacts at their target account. Frequently, there exists a possibility of utilizing a potential connection.
Last, but not least, you now have the ability to build an effective and powerful Account-Based Marketing Campaign with Intent Amplify. Elevate your account-based marketing strategy by ensuring accuracy and verification in your accounts. Say goodbye to vague and uncertain data and level up your game!