5 Account Based Marketing Tactics B2B Marketers Can’t Live Without

What Is Account-Based Marketing?

Account-based marketing (ABM) is a sales methodology that focuses on the accounts (key decision makers) and their roles in the buying process. While not a new concept, the practice of ABM is gaining popularity because it’s an effective strategy for nurturing relationships with buyers and aligning sales with the business goals of the company. ABM takes a more personalized approach to target your audience. It involves creating a detailed profile of each account, identifying the individuals in each report who will play specific roles in the purchasing process, and then personalizing your messaging to each person, or persona, in the account.

There are many benefits of ABM, including:

  • First, it improves sales and marketing alignment.
  • Second, it’s more targeted than traditional marketing.
  • Third, it enables you to focus on high-value accounts.
  • Finally, it increases the likelihood of scoring a win.

ABM is not a complete replacement for your traditional lead generation campaigns; if your business model is based on leads, ABM is likely not a good fit. However, if you’re focusing primarily on accounts, it can be a very effective strategy. In this chapter, I introduce the concept of ABM and walk you through the steps of building an account-based marketing plan.

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Understanding ABM

Account-based marketing (ABM) focuses on the accounts, not the leads. ABM enables you to focus on your most important accounts and gives you a more personalized way of engaging with those accounts. It’s a different approach than traditional lead generation. In a traditional lead generation campaign, you contact individuals or companies that might be interested in learning about what you have to offer. In an ABM campaign, you target your best prospects and engage with them directly to improve your relationship with each individual or company.

Rather than working from a large list of leads and sending out emails, direct mail pieces, or telemarketing calls, ABM is focused on the accounts or individuals within those accounts who are most likely to play a role in the buying process. ABM is a strategy that combines marketing and sales to improve your relationship with the key decision makers within your target accounts.

The Importance of Building an ABM Tactic

ABM is a strategic approach to account-based marketing that identifies the most likely companies to buy from you, then focuses your marketing efforts on those accounts. It’s essential to think about how you can build relationships with your key accounts and increase the probability of making a sale. ABM enables you to focus on your best prospects, learn more about their decision-making process, and tailor your interactions to their needs.

Traditional lead generation may work for some businesses. It’s certainly a more accessible approach than ABM. You don’t need to know much about your audience or understand the buying process. You generate leads and send them to sales. But, if you want to improve your sales results, you must have a targeted strategy that aligns your marketing efforts with the individuals in the account.

Like many companies, you’re probably investing considerable resources in a direct-response marketing campaign. But are you putting nearly as much effort into your account-based marketing program? Account-based marketing (ABM) is increasingly becoming a priority for marketers, and good reason. The number of software products that enable ABM has increased, making it easier for marketers to execute. Many executives continue to view account-based marketing as a secondary tactic to the more common direct-response marketing. However, if you look at the results from applying a strategic approach to ABM, you’ll quickly realize that ABM can be an effective tool in driving revenue growth.

Essential components of an ABM strategy are:

  • Identifying key accounts
  • Defining your target account profile
  • Creating engagement strategies to engage with accounts
  • Segmenting your target accounts into groups
  • Creating personas for your target accounts
  • Defining your ABM strategy for each segment of target accounts
  • Engaging with accounts using content marketing, social media, and social selling

By applying these components to your account-based marketing program, you will be able to build a sustainable, targeted sales pipeline that delivers revenue growth.

The challenges of ABM

This is a question that every e-commerce business owner wonders about at some point. You may have put in a lot of time and work into creating your online store, only to suffer from sales. It’s possible that your company has expanded in the last six months but then leveled out. Perhaps you’ve already established a great firm and are looking for your next big objective. Driving traffic to your online store is the first step to success, whether you’re attempting to attract your first or 100th consumer.

Here are a few ways you can improve your online store’s visibility and drive more traffic to get better results from your marketing efforts.

Use unique product descriptions for your products.

When you search for something on Google, what do you see? A list of websites that all have the same information. However, if you search for something on Amazon, you will see all the products’ features, pros, and cons.

Instead of using pre-written product descriptions from your supplier and friends, write your unique product descriptions to help customers better understand your product. This is one of the easiest ways to differentiate yourself from other businesses on the Internet.

Use rich snippets in your product descriptions.

Rich snippets help you to attract more potential customers to your website. This is especially true on Google, where rich snippets appear in the search results. In addition, Google will automatically list your products as “local business” if you have contact information filled out and verified on your Google My Business page. This can help you attract new customers looking for local businesses.

Use the right keywords in each product description.

To rank well on search engines and attract new customers, you need to use the right keywords in each product description. If you do not yet know what keywords you should use, you can use the Google Keyword Tool to find keywords related to your products or services. Then, make sure to use those keywords in your product descriptions.

Include images with every product description

Images are a vital part of the customer’s decision-making process. They help to illustrate your product and make your product descriptions more readable and engaging. Therefore, whenever possible, include images in your product descriptions.

The Successful ABM Tactics

Here are some tried-and-true account-based marketing strategies—pick a couple that makes sense for your company and starts experimenting!

1. Target account list

Companies must compile a comprehensive list of target accounts. Customers with whom they have done business or potential customers they would like to contact in the future can be included on this list. As a result, while constructing a target list, companies can collaborate with service providers (for example, B2B data or intent data). A comparable target list might be used to match the qualities of the desired audience.

2. Create personalized marketing content

Choosing content subjects based on your target accounts’ pain problems and demands is an efficient method to attract their attention, whether you’re writing blogs, webinars, eBooks, or guides.

Drill down on the specifics that you know your most key prospects care about rather than using broad issues.

Also, strive to answer the question “How can I help?” in your focused approach. You can increase your chances of winning key accounts by focusing on the immediate needs of accounts that match your ICP. Here, success is measured in terms of quality rather than quantity.

3. Warm-up Leads with Syndicated Content

The activity of republishing or distributing successful information in various methods to better reach the target audience is known as content syndication. Emails, newsletters, phone conversations, social media, blogs, essays, ebooks, and videos are all examples of how to do it.

Companies can gain extra engagement data such as mail opening rate, or link clicks when content is shared via online platforms, revealing how many people read the articles, how much time they spent on it, and whether or not they shared it with their network. Businesses can prioritize leads for follow-up actions based on these engagement factors.

 

4. Personalize Your cold emails

It is recommended that customized and targeted emails be prepared. These emails should include material that speaks to the customer’s needs and problem points and possible answers and how your company can deliver them.

5. Use Intent data to find leads

Individual or company purchasing intent (e.g., searches, clicked links) is revealed by intent data. Intent data is expected to be used by 47% of midsize firms to enhance leads by 2021. Companies can efficiently narrow down the intent data to recognize leads and target them using account-based marketing.

Conclusion

With more and more B2B marketers turning to ABM, separating the hype from reality is essential. Above all, keep in mind that finding and winning the right accounts is incredibly personal. At its core, ABM is about quality over quantity — you want to work with quality accounts that you can help grow with your product or service. Doing this well will create advocates that send ripples throughout their entire network, which has a significantly more far-reaching impact than traditional marketing tactics like email blasts.

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