Account Based Marketing tactics would improve the likeliness of the sales conversion rate. ABM is simply a way of curating marketing tactics that are tailored to your target audience.
Times are changing, and as a marketer, it’s your job to adapt to recent marketing trends. Traditional marketing proved to be an invaluable tool for both B2B and B2C marketers. This type of marketing lets you target a wide audience. While that is the case, it can be a waste of time and money to target unqualified leads.
Account Based Marketing
Account Based Marketing (ABM) isn’t something new, and a lot of B2B marketers still use it. It lets you target specific and high-valuable companies or accounts instead of a larger, individual audience. For this reason, your team can skip some steps in the marketing process, and proceed with engaging those accounts.
Account Based Marketing Tactics
You don’t need to spend a lot of money for ABM to work. Redesigning your entire strategy also isn’t necessary to include it in your overall plan. Here are some Account Based Marketing tactics that can help you produce the right message for the company.
#1 – Determine Key Accounts with Your CRM
Your customer relationship management is one of the most important Account Based Marketing tactics for carrying out ABM initiatives. This means that it should be the starting point for every Account Based Marketing effort.
Create a list of suitable target accounts that benefit from your product or service. Have a strategy for reaching out to them with personalized content that addresses their needs and problems. Use buyer personas to ensure the success of your ABM campaign.
#2 – Learn What Matters to Your Prospects Using Social Intelligence
Personalizing messages based on an account’s current initiatives and challenges is a basic element of ABM. Businesses often change, so you should keep an eye on developments and trigger events at your target clients.
Social data is another important factor of Account Based Marketing Tactics. Companies should be flexible and redirect their messaging when new information becomes available. To do this, you can subscribe to public information services, such as Google Alerts. You can also monitor their social activities online.
#3 – Use Other Means of Lead Generation Aside from Sales
Your target account list is the main channel for Account Based Marketing. While that is the case, you still need to use other Account Based Marketing tactics to generate leads.
Inbound Marketing Channels
An omni marketing strategy lets you find where prospects are, and provide them with useful information. Aside from your ABM program, you should take into account the following channels for inbound marketing:
- Thought leadership
- Social media marketing
- Email marketing
Lead Generation Tools
- Sales Marketing Automation Software: Hubspot, SalesForce, Marketo, and Pardot are just a few of the platforms that let you automate workflows, score prospects, and manage client relationships.
- Social Selling Platforms: You can use social selling platforms to get in touch with decision-makers in target accounts.
- Conversational Selling Tools: These tools leverage automation and AI to engage prospects and point them in the direction of information and support.
- Landing Page Tools: Using customized landing pages and gated offer content can help draw leads into the funnel.
#4 – Create Sales Campaigns and Demonstrations That Land You Meetings
Demos and presentations are some of the most effective strategy of Account Based Marketing tactics you can use to show your product’s viability and further strengthen sales connections. That’s why you should deliver a demo that motivates your prospect to take action during the decision-making process. Here are some ways to make a splash with your demos and presentations:
- Offer a personalized presentation that explains how it can solve an issue for the prospect and their specific use case.
- Polish your presentation and delivery and make it sound professional. Sort out any technical concerns in advance during a dry run. Also, let your prospect know that you understand them by researching their company and their specific demands.
- Add a little more to their experience to make your demos enjoyable. Give them follow-up gifts and a personalized message after the demo to keep the meeting in their minds.
#5 – Collaborate with the Sales Team
The marketing and sales team of the company are two important components of the ABM strategy. These two departments working together can be beneficial to the success of your campaigns. How much your marketing team is aligned and coordinated with your sales team? Out of all Account Based Marketing tactics, evaluating the effectiveness of the marketing campaigns is dependent on this strategy.
Sales teams often know about client relationships, and have access to customer data. You can use this data to generate individualized account strategies. Marketing teams can use their creative and digital strengths to create targeted campaigns that attract and engage critical accounts.
Collaborating with one another can strengthen connections with critical clients. It also boosts customer loyalty, helps reach marketing and sales goals, and generates more sales.
#6 – Create Targeted Messages Based on Content Channels
Another important component of Account Based Marketing tactics is having individualized messaging across all digital marketing channels. This helps you engage with prospective accounts faster and easier.
Your messaging plan should cover both the information they need right away. It should also include long-term goals for creating long-term commercial partnerships. For example, a marketer targeting a rising tech firm should prioritize email and LinkedIn.
#7 – Use Retargeting
Before they buy anything, buyers need 6 to 7 points of contact with the company. Retargeting provides you with those touchpoints.
Consider the last time you bought, or simply looked at something online. Ads for the exact same product tend to appear almost immediately on another website, like Facebook. These ads remind people about their interest in the product, which influences their buying decision.
It’s the same for B2B customers. Hitting the right contacts from your target account with retargeting puts your name in front of them once again. This increases the possibility that they’ll remember to come back to you when they’re ready to check your products.
#8 – Personalize Their Website Experience
Account Based Marketing is all about targeting specific accounts. Because of this, your marketing efforts should achieve strong conversion rates. One useful strategy is to personalize landing pages.
Marketers can develop account-specific pages that display customized content, pictures, products, and forms. And they should base this on who or what account is viewing the page.
Website customization strategies can include using the visitor’s name on the page. But, be careful, since some prospects may find this too intrusive.
#9 – Check Your Website Analytics
Another important touchpoint for ABM initiatives is your website. Examine your website’s analytics to see how successful you are in converting visitors into leads and customers. This can help you in determining which pages on your site are most efficient at converting. After that, you can customize your ABM messaging to those sites.
#10 – Use Account Based Marketing Automation Tools
ABM software is the ideal solution for you if you want more tailored campaigns that involve less work on your side. They can help you automate most parts of the ABM process. This lets you spend less time working in your CRM or Marketing Automation platform. You can find a CRM with a lot of ABM capabilities depending on your budget and plans.
Frequently Asked Questions (FAQs)
1. How Does ABM Differ From Traditional B2B Sales?
ABM is all about nurturing, converting, and maintaining a select number of high-value accounts over time. It allows sales and marketing to collaborate to create a highly-tailored experience for each target account. Meanwhile, the traditional sales strategy lets you cast a broad net for leads with extensive marketing efforts.
2. Does ABM Use Inbound or Outbound Marketing Tactics?
Even though you know the name of your target accounts, you’ll still use inbound and outbound marketing. ABM combines the human-centric approach of inbound with the value proposition of outbound marketing. By doing so, you can develop a message that connects your business with the customer you’re targeting.
3. Does It Take a Long Time to Launch an ABM Campaign?
There’s no definite time to launch an ABM campaign. It can take you weeks or considerably longer to do so. It all depends on the type of campaign and the number of resources, time, and money you need for the launch.
Today’s B2B buyers want individualized content and engagement. By providing a great customer experience, you can instantly set the company apart from the crowd.
Adopting an ABM strategy produces greater income, focus, and collaboration within the company. Account Based Marketing works, and it’s not going away. You can create a better, and more customized experience for your buyers with these Account Based Marketing tactics.
If you are in short of time or resource to perform account based marketing, appointment setting services would help you with that.
Illustrations – Storyset