Account-based marketing (ABM) is a strategic approach to marketing that focuses on personalizing your content and messages for key accounts. The goal of ABM is to generate more revenue by targeting and nurturing relationships with high-value accounts. Here are the key steps.
#1 GET ORGANIZATIONAL BUYIN AND SET GOALS TOGETHER
B2B organizations need to take ABM campaign very seriously. The process of getting buy-in from both the C-suite and sales teams is critical for alignment, coordination, and program success. Set goals with the key stakeholders to ensure their support and buy-in. There will be plenty of learning, which should be shared back with the organization along with any adjustments to the campaign.
#2 IDENTIFY HIGH-PRIORITY AND HIGH-INTENT TARGET ACCOUNTS
Take some time and ask yourself: "What does our ideal customer look like?" While most organizations develop personas first and then research, we suggest doing the research first to identify which personas are worth pursuing for potential business opportunities.
There are a few key things to keep in mind when creating personas:
Make sure they are based on real data - Collect information from your existing customer base, surveys, interviews, and any other relevant data sources.
Keep them realistic - Avoid making assumptions about your target market and stick to facts.
Be specific - The more specific you can be, the better. This will help you create targeted marketing campaigns which are more likely to resonate with your target market.
Having a deeper understanding of fewer accounts is better than a lower resolution understanding of the entire segment. Create detailed profiles for high-value accounts to identify their needs, preferences, and interests, which can be used as input into an ABM framework.
#3 CHOOSE THE RIGHT CHANNELS AND TOOLS TO ENGAGE
One of the most important things to remember when it comes time for your digital marketing campaign is that you need a well-balanced approach. ABM can be overwhelming and daunting, but staying organized with channels and using automation tools can help you with coordination and improve your engagement.
Account-Based Marketing (ABM) strategy focuses on key accounts that are most likely to convert. You can significantly improve your odds of success by (1) getting organizational buy-in, (2) identifying the right target accounts, and (3) selecting the right channels and tools for personalized outreach.
As you develop and improve your ABM campaigns, we would love to be a part of your journey. We offer a free strategy session to discuss how you could improve your ABM campaigns.
Commentaires