5 Important Account-Based Marketing Tips for B2B Marketers

Account-based marketing, or ABM, is a strategic marketing strategy that relies on a group of precisely defined target customers. This target accounts are pre-agreed collectively through marketing, distribution, and senior management departments as the most important outlook for the company as a whole.

But how do marketers utilize Account based marketing better now that they've all gotten on the bandwagon? Here are a few tips to ensure you get the most out of your ABM strategy:

Identify Your Target Accounts

Identify your target audience first. In the case of ABM, you are attacking companies, not individuals, because you need to define the features of the companies rather than build individuals for the consumers.

Please collaborate with your staff to determine your goal accounts. Data from both the sales and marketing divisions should be considered in order to define features such as:

1. Industry
2. Location
3. Company size
4. Revenue
5. Chance of repeat purchase
6. Expected profit margin

This information will help you assess your strongest accounts and how best to approach them in your marketing strategies.

Choose Your Channels

Based on the attributes of your target accounts, you would be able to decide which platforms to use to support your campaigns. Think where the audience spends much of their time and how their company deals with content.

Below are some examples of promotions that you should initiate to hit your target audience:

1. Facebook Ads
2. Google Ads
3. Twitter
4. Instagram
5. LinkedIn
6. Email
7. Direct Mail
8. Phone

Here, the key is to be innovative, to know your audience, and to start a tailored advertisement that speaks directly to them.

Run an ABM Pilot Campaign

If you're new to ABM or just want to do a trial run of your campaign, try running a pilot campaign. This is where you commence your campaign, but on a smaller scale, to test the results and change them accordingly.

Some organizations achieve this only by going out to a handful of decision-makers in a single organization. Or, they can reach out to a particular entity (similar business features, lower states) to see how their promotions for that demographic are going.

Launch Retargeting Ad Campaigns

One of the easiest ways to push conversions of the ABM campaigns is to use retargeting. This means marketing to organizations or decision-makers whom you have previously worked with before, or to organizations that might have viewed your website for the first time.

Since the organization has worked with your company before, they're going to be familiar with your brand and more likely to buy compared to a cold crowd.

Align Your Sales and Marketing Teams

Your sales and marketing departments need to be coordinated such that no viable leads slip between the cracks. When your marketing team is producing leads, your sales team should be trained to close them successfully.

This is down to contact. Your marketing staff should relay what was the root of the leads and what sort of material they communicated with. Through this information, the sales staff will know what offer(s) the leads are interested in and will be able to follow up accordingly.

Final Thoughts

Like other marketing tactics, ABM is not stagnating. You should always change your strategy to best suit your audience and create a higher ROI for your own company. Getting the data at your fingertips would help you fine-tune your campaigns and make them much more successful over time.