What is Account-Based Marketing?
Account-based marketing is a master plan that focuses on a set of target accounts within the market. A form of marketing that focuses on the highly targeted and personalized campaign. It enables sales and marketing teams to land more accounts and enlarge the existing one. ABM also centers on a different perspective and position of each decision-maker to guide the marketing and communications to speak to the individual team.
Benefits of Account-Based Marketing
The ABM is not easy, it requires a great deal on your behalf and to your team and company that focuses on communication and catered services. But despite the hardship Account-Based Marketing has so many benefits. And here are some benefits of ABM.
Long Term Relationship and Trust
When you network and engage with the other prospects or people there is a big possibility of renewing contracts and it can build a lasting relationship and trust. The other benefit of this is they can refer to another ideal client. Keeping customers you have is vital to grow or expand businesses. Customers are your long term friend to help you increase your profit. 80% to 90% can increase your profit when you maintain your customer’s trust and relationship.
ABM applies to the needs of specific target customers and specific target accounts in mind. Customers are favored with the personalized approach because you help and understand customers’ points of view. With the opportunity to personalize the offers the higher the possibility that you are building trust and relationship with your customers.
Align the Sales and Marketing
One of the effective steps is to combine the sales and marketing team to work together on engaging and communicating with an ideal customer so that they can create big support and impact on each other, especially in the company. Let’s remember that sales and marketing is a business and organization growth strategy. The key plan here is how the sales and marketing team helps the companies revenue to create higher revenue.
Small Number of Wasted Resources
All the resources will not be wasted because the team is focusing on a small number of accounts that are most likely close to sales. Also, time and resources will not be wasted.
Account-based marketing is accurate and measurable. Marketers who provide the highest ROI is up to 85% describe that account-based marketing is one of the marketing approaches that can deliver higher returns.
Steps of Account-Based Marketing
With Account-Based Marketing, you can recognize and identify the customer based on specific criteria. Such as the following:
- The industry of the company
- Company size
- Number of employees
- Sic code
By using internal data you can find all the given information available to you. Such as the following:
- The company reports
- Market data
- Industry reports
- Social media
Focusing on inbound data and analytics you can find the visibility of multiple people, what page are they looking, and how they qualify.
Account-Based Marketing works by focusing on those ideal buyers and making sure to extend the contacts by seeing the right people and how they spend time on the content. By enlarging the contacts within the identified accounts you will know them better.
How to Enlarge the Contacts?
- Use the internal data from CRM to identify the contacts
- Make use of Linkedin to recognize the decision-makers and contacts within the account
- Use an email verifier to figure out the email addresses of the decision-makers
Engage with every decision-maker by building a strong relationship and share important content. Several ways to engage are this:
- Content like blogs and webinars
- Paid Advertising
- Events either inside or outside of the company
- Surveys by using appropriate and interesting surveys
Once the customers love working with you and already built a relationship with you, they will be going to recommend you to other businesses and companies that he or she knows.
By continuing the trust and building the relationship with your key contacts, continue also increase your contacts within the account. Because of this, your company or businesses become a trusted name.
Account-Based Marketing Method
Make a Personalized Email Campaigns
Email Marketing works well when it’s personal. Email messaging when personalized is easier when you know exactly who is receiving the email, what is their role in there in the company, and where they are at the level of the buyer. Always make sure to research everything before you send the right message to individual ABM contact based on the particular concerns and responsibilities of their job. Use all the data as well to those previous interactions to deliver content and the applicable customers who are interested in the buying process.
Produce a Most Valuable Content
To produce the most valuable content is one of the tactics in Account-Based Marketing. When you create valuable content make sure to create for specific businesses that are unique. Create valuable content that can provide information about the company that is already accessible, create a personalized report that looks great that provides real value to every customer. It is not easy, but when you focus on those potential high-value contacts, create something rare and functional that stands out for every customer it is all worth it because they pay you back.
Follow with Target Customers and Accounts on Social Media
Social media is one of the direct access to your audience and one of the helpful tools in marketers. When you have a list of the ABM targets account you can determine the main contacts through LinkedIn and their website. Follow and Connect with target Decision Maker, or contacts and start focusing on what they say, but your first step is to listen. Be familiar with the prospects and discover how the prospects use social media before you start to connect and communicate with them directly.
Here is some strategy to connect and communicate with them in Social Media:
- Try to reply to their status updates and comment when you have something to add which important
- Joined groups chat where they involved
- Send a direct message through the platform
Send artistic gifts
Clients are your best friends, without them your ROI will not grow. By giving them a creative gift monthly and yearly they will become more interested in the service you provide with them. Account-Based Marketing methods such as sending gifts are really helpful to generate your sales. Businesses or companies who help their clients are one of the best connection businesses and that is called unity.
Invite Clients in the Events
One of the best examples in inviting the clients in the events are seminars and conferences. This is very helpful because you will meet with your client in person and discuss all the things that they need to know. When your company is the one who facilitates the event make mention of their name so that they will be recognized.
Establishing the best relationship with your client is the best way to communicate and you can develop a good connection with them.
For whom are these guides?
The methods, steps, and strategies are for the B2B Marketing teams and managers who want to improve their ABM.
These members are the following:
- Marketing directors and managers
- Inbound marketing managers
- Account directors
How this guide, methods, steps, and strategies help the marketers and team?
All of this information is an essential part of B2B Marketing and also in the marketers and team.
Here is the helpful thing that marketers need to do:
- Build an Account-Based Marketing target list
- Get an ABM account to the website
- ABM must have analysis, measurement, and reporting
- Teams and Managers need to know how to use website personalization to engage your account
- ABM must-have technologies and procedure
Account-based marketing is a tactic approach of every company and business where the sales and marketing align with each other. The time and resources must be the main focus of target accounts. Account-Based Marketing requires marketing and sales alignment, key technology, have access to quality data, and Marketers need to be loyal to their customers over quantity leads and Marketers must focus on quality leads.
It manifests that your company or team is willing to go beyond and that the ROI of your business is getting higher.