Account-Based Marketing: 5 Things You Must Do
In the ever-changing world of marketing, B2B marketers are constantly looking for the next best thing to help make their sales teams successful. Account-based marketing (ABM), while been around for years, is changing the way we market to businesses. By targeting specific accounts, we are able to better personalize offers, effectively delivering a higher ROI than other approaches.
If higher ROI sounds like it’s right up your alley, you might want to consider integrating ABM into your next marketing campaign. So, here are 5 things to do (and some examples) to help you get started with ABM.
- 1. Identify target accounts.
This is, above all, the first step. Work with your sales team to develop your target account list; your list can be as small or as large as you need it to be. Evaluate your current customers to determine common attributes. And, lastly, engage the key decision makers within these target companies to enable a fully developed ABM strategy.
- 2. Develop prospect-specific offers.
Do your homework here. Understand the specific needs of your target prospect. This requires time and research into the significant challenges your target account faces and how you can address these with your products and services. Often, this information can be collected through surveys or interactive tools.
- 3. Have a game plan.
Now that you know who you’re talking to and what you’re offering, you need to determine who within your company is doing what. Who’s going to write the content? What channels will better connect with your audience? What technology will you use to coordinate and execute the campaign? And, as always, work closely with your sales team so they can follow up on campaigns in a timely manner and with a consistent message.
- 4. Personalize. Personalize. Personalize.
As this is the nature of ABM, personalization is key. Go beyond account-specific calls-to-action and ads. Build in the personalization of your website and landing pages by presenting customized copy, images, offers and forms based on the key account visitor. This way you are truly speaking directly to this prospect and not to a mass audience.
You, yes you!
- 5. Measure.
Ah, our favorite. As with any marketing initiative, it’s critical to test, measure and optimize any campaign to make sure they are effective and that you are constantly improving and growing. This is especially true if you’re starting small. When you can prove success on a smaller level, you can use what you’ve learned to grow your efforts.