In today’s digital world Account-Based Marketing or ABM has come out as an important B2B strategy for marketers and also for digital marketers. ABM enables them with focused and personalised approaches to attract and engage high value clients and accounts. The process of creating an effective Account-Based Marketing campaign involves different parts like strategic planning and the correct execution.
Here are some best practices, strategies and tactics for achieving success in Account-Based Marketing.
1. Define your customer profile
The first step to Account-Based Marketing is to understand and identify your high profile accounts. This helps you create an ideal customer profile with the available data. Once you have this laid out, you can now focus on the accounts that you think are most likely to attract and convert.
2. Collaboration between sales and marketing
The success of your ABM marketing campaign depends on a seamless collaboration between the marketing and sales teams. For this, you have to create clear communication channels between the different teams, have shared goals and a focused approach to targeting, attracting and retaining important accounts.
3. Customised content creation
Every account is different and you have to create unique and custom content that is tailored to the account’s needs and solutions they seek. This could be anything from case studies, emails, custom landing pages and more. Customisation makes sure to attract the keep accounts and helps you get a deep understanding of the account.
4. Multichannel engagement
To create maximum impact, you must diversify the channels through which you reach these key accounts that you have identified. Use a multi channel approach and use a mix of social channels like emails, social media, targeted advertising etc. You can also make use of offline channels like meetings and events to expand your reach.
5. Data and analytics based decision making
With Account-Based Marketing or ABM, data is at your fingertips. Make use of analytics and numbers to monitor and analyse the performance of your campaigns continuously. Make sure to check what works and what doesn’t and make tweaks to your marketing strategies to optimise your future campaigns.
6. Use AI and automation
With the innovation of technology, make use of integrated AI tools and automation tools to scale up your ABM campaigns. These can help you in automating repetitive tasks, predictive analytics and in scoring leads. This frees up your and your team’s time to focus on other important marketing activities.
Putting together and implementing a successful Account-Based Marketing or ABM campaign requires careful planning, collaboration between different teams, and personalised engagement. Align your marketing efforts with these best practices and you can foster high-value accounts and drive business growth. Account-Based Marketing is not a copy paste approach but needs a refined strategy on real time data and feedback.
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