Are you looking for a way to increase your sales but don't know where to start? Account-based marketing (ABM) is the answer. 94% of B2B marketers use ABM for identifying and closing deals. This marketing strategy is one of the most effective and efficient methods for driving more targeted revenue faster. It enables marketing and salespeople to target and engage specific high-value leads and customers with a more customized approach than other forms of marketing. This blog post will explore how ABM tactics can help you close more deals and grow your business through various account-based marketing channels. We will discuss what ABM is, strategies that have been proven to improve results effectively, and provide steps to craft an effective ABM campaign. Read on to learn how to take advantage of this powerful strategy!
Account-based marketing is a laser-focused approach to B2B marketing in which an organization identifies and targets key accounts with personalized campaigns. Account-based marketing has become increasingly popular in recent years as more and more companies realize the benefits of this targeted approach, which include improved win rates, higher customer lifetime value, and increased ROI.
Traditional marketing approaches take a one-size-fits-all approach, but account-based marketing allows you to tailor the message and offer that is sent to each individual account. This means that salespeople can address the specific needs and pain points of your target accounts, making it more likely that the targets at the account will respond and do business with you.
Strategic ABM steps help reduce up to 50% of sales time that can so easily be wasted on unproductive prospecting, which historically has caused sales to ignore 50% of marketing leads. Account-based marketing also allows you to focus your limited resources on a small number of high-value accounts, rather than spreading yourself thin trying to reach everyone. By taking this targeted approach, you can save time and money while still closing more deals.
Account-based marketing is a personalized approach to marketing in which businesses develop targeted campaigns for specific accounts rather than segments of customers.
The benefits of account-based marketing include:
ABM tactics can be a powerful tool for greater client engagement. These tactics provide a way to more closely manage prospect and client relationships, target the right audiences, and personalize the customer journey. With and ABM campaign, businesses can create tailored campaigns and track their performance in real-time. Businesses can also use the strategy to templatize the creation of segmented lists and landing pages and track ROI. Because you are targeting prospects with a more personalized message in emails, ads, and landing pages, those prospects are more likely to engage with your outreach at a higher rate.
ABM campaigns are becoming increasingly popular for increasing ROI. This is because ABM targets specific accounts and creates personalized experiences for them. It allows businesses to tailor their messaging and content to each account to ensure it resonates. Providing a prospect messaging that speaks directly to their needs and challenges has a significantly higher rate of engagement and conversion than those messages that are broad. With a higher engagement rate, businesses are likely to see prospects move through the marketing funnel and sales pipeline at a faster rate resulting in faster closed won revenue.
ABM campaigns have been proven to improve sales productivity by enabling sales teams to focus their efforts on target accounts. By using ABM tactics, sales teams can identify potential customers, create tailored messages, and use the right tools to engage them. This allows sales teams to spend more time on meaningful interactions with the right customers rather than wasting their time chasing prospects that are unlikely to convert. Additionally, they can make it easier for sales teams track results and measure success, allowing them to refine their approach and improve sales productivity continuously.
Account-based marketing tactics are designed to create stronger relationships with key accounts. To do so, ABM tactics involve focusing on targeted accounts, offering personalized content and experiences, and leveraging data to understand and deliver on the needs of those accounts. Through a combination of personalization, data-driven insights, and strategic outreach, ABM tactics can help build relationships with key accounts and drive better results.
A well-thought-out ABM targeting list can help to ensure that both sales and marketing teams have access to the same decision-makers and that they are both working towards the same goal. This approach can also help streamline the sales process, as both teams can work together to ensure that the right messaging is communicated to the right people. Finally, having access to decision-makers in this way can be a great way to increase the company's overall visibility and reach.
If you're looking for a way to close more deals and boost your company's bottom line, an account-based marketing strategy may be the answer. ABM characteristics include a targeted approach to marketing that focuses on key accounts instead of individual leads. By tailoring your marketing efforts to specific accounts, you can better align your sales and marketing teams and improve your chances of closing more business.
Here's a detailed differentiation between the Inbound lead generation strategy and the ABM strategy.
Getting started with account-based marketing doesn't have to be complicated or time-consuming. Here are ten simple and professional ABM steps to get you started:
Before you can target specific accounts, you need to know your ideal customers. 90% of companies say the top goal of their account-based marketing strategy is new business generation. Take some time to define your ICP, including factors such as budget, size, location, and industry. This will help you create a target list of companies that fit your criteria.
Once you have a list of target accounts, it's time to do your research. Learn as much as you can about each company, including their specific needs and pain points. This will help you create targeted content and messages that resonate with each account.
Now that you know your ideal customers and what they're looking for, it's time to create custom content and campaigns specifically for them. 56% of marketers tailor content to address prospects’ specific challenges and needs. From tailored email campaigns to personalized landing pages, ensure everything you create is relevant and useful for each account on your list.
Once you have identified your ICP and conducted research on your target accounts, businesses can create highly personalized advertising campaigns for these specific target accounts, enabling them to create more effective, engaging, and successful campaigns. With the right partner implementing programmatic advertising to your ABM list, businesses will be able to track the results of their campaigns in real-time, enabling them to make quick adjustments and optimize their campaigns for maximum results to stay ahead of their competitors. S2W Media expands the success of your Account Based Marketing campaigns by matching your ABM list with our 1st Party data to extend your reach to the entire buying group. We target buyers across multiple formats allowing businesses to reach their ideal accounts and prospects, resulting in better ROI.
It is essential to engage with decision-makers in ABM campaigns. By targeting key decision-makers, you can focus your efforts on those who can make a difference. You can use social media, emails, and other digital channels to get in touch with decision-makers for lead generation.
Personalizing your messages is a great way to increase the engagement rate of your targeted marketing and sales outreach. With this tactic, you can tailor messages to specific needs, interests, and objectives. This can help create a connection with prospects and customers, leading to more meaningful relationships. Personalized messages can also help to increase the speed of marketing conversions, increase overall brand loyalty, and improve customer satisfaction.
A well-planned ABM strategy will help in tracking the key performance indicators that measure the success of your campaigns and specific ABM tactics. These KPIs help marketers evaluate the effectiveness of their ABM strategies and determine which tactics are most effective in achieving the desired outcomes. ABM initiatives need to track major KPIs, including metrics such as account-level engagement, account contact penetration, and account growth over time, as well as more tactical KPIs like email content click-through rates, landing page headers and form conversions, and advertising message engagement. By tracking these KPIs, marketers can gain valuable insights into how their ABM strategies are impacting their bottom line.
By collecting and analysing data, businesses can gain valuable insights into their target audience and develop strategies to target them more effectively. Data can be used to identify trends, understand prospects' buying behavior, and create more personalized experiences. It can also improve segmentation, refine content, and optimize ABM and other general campaigns. With the correct data, businesses can effectively target their ideal customers, creating a competitive advantage in the marketplace.
This process helps companies to measure the effectiveness of their campaigns, determine what tactics are working, and determine which tactics need to be improved or changed. This process allows companies to track the results of their ABM strategy over time and make sure that their campaigns are being implemented correctly. By tracking the results of their ABM tactics, companies can make informed decisions about how to optimize their campaigns and maximize their ROI.
This involves engaging with your accounts on a regular basis, providing them with updates about your business and services, and understanding their needs and preferences. By implementing a nurture tactic within your ABM strategy, you can build trust and loyalty with your target prospects and customers, which can lead to increased sales and revenue. In addition, you can use this tactic to gain insights into customer behavior, which can help you make better decisions about product launches and marketing campaigns. Investing in relationships with your customers can create a more positive and successful customer experience, which is invaluable for the success of your business.
Focus on key accounts and leveraging the strengths of both departments can be a part of an effective ABM strategy. Sales teams are often knowledgeable about customer relationships, have access to customer data, and can use this information to drive personalized account strategies. Meanwhile, marketing teams can use their creative and digital capabilities to develop tailored campaigns that draw in and engage key accounts. By combining the strengths of both departments, organizations can build stronger relationships with key accounts, increase customer loyalty, and drive more sales.
S2W Media can help you leverage your ABM campaigns with a content syndication strategy across their 1st party B2B technology and services buyers. With list matching and buying group expansion for all tactics, you can access opt-in contact records for decision-makers and add profiling questions for deeper account insights. This will enable you to refine your ABM targeting for decision-makers with BANT criteria. Get in touch with us to explore the advantages of an effective ABM strategy and boost ROI for your business. It can help you accurately target customers, strengthen customer engagement and loyalty, and maximize customer lifetime value. An ABM strategy can also lower customer acquisition costs, provide customer behavior insights, and deliver data-driven customer segmentation intelligence.
This article provides an overview of 10 account-based marketing (ABM) tactics to help drive growth. Learn how to identify target accounts, create personalized content, and leverage technology to build relationships and generate leads.