Account-Based Marketing (ABM) is a strategy to accumulate all resources and work together to leverage every particular account. If you have a broad target market with many prospects and require focusing only on the most lucrative accounts, you should go for ABM. This marketing strategy helps you invest your time and labour in conducting personalised campaigns suited to target accounts.
Know Target Accounts
If you don’t know the target accounts, you can’t perform comprehensive account-based marketing. You will have to work in association with sales. Your ABM strategy won’t work if you don’t focus on the sales process, as it demands both sales and marketing to prioritise resources on the preferred set of target accounts.
After you prepare a preliminary list working with the sales team, utilise lead scoring to rank the accounts and ensure all are focused on the accounts with the possibility to choose. As there are several choices for related scoring, research thoroughly on them. Once you get the perfect solution, it helps you to prioritise your list of accounts.
Build Marketing Personas
Evaluate accounts and marketing personas to identify the right segments to target. You need to know the business challenges that an account confronts about making crucial decisions in the organisation. This type of information helps you to set proper objectives for account-based marketing.
Set a timeframe to finalise the target accounts. Invest time in working on those accounts, so you don’t need to switch accounts too often.
Discover the Accurate Content
The target audience tends to be involved in content that is personalised to them. Many prospects prioritise content created for their particular industries and job functionalities.
As ABM is more personalised, you will get a high chance to deliver content to target account prospects. You can send them messages relevant to their businesses and buyer journey stages.
Leverage your existing content and make little modifications when required, so your content reaches directly to your target audience. If you target accounts in a particular industry, you can create a general ebook and add case studies and examples from other companies to the same document.
Your target accounts are the same as your buyers, who are on multiple channels every day. To reach and entice them, you need to perform cross-channel campaigns. Thus, the objectives of account-based marketing should be to target the right people in target accounts on multiple channels. Then, leverage the personalised content you have gathered in the previous phase.
You will have to do this activity tactfully in sales to learn how every target account customer has got involved with your company.
Assess and Optimise
Analysing performance frequently is essential to optimise your ABM campaigns consistently. You can start by understanding the set metrics that are important to fulfil your business goals. Most marketers monitor success throughout different phases so they can make modifications as and when required.
Some metrics such as revenue and pipeline need more time to mature. Thus, evaluating your marketing campaigns throughout time enables you to get a full view of their effect. Once you launch an ABM campaign, evaluate its performance. Then assess performance when it is running, three to six months after its launching, and when it completes. In this way, you can keep track of its performance and control the costs as well.
So, now you know how to determine the objectives of account-based marketing. Follow the tactics mentioned above to achieve maximum success in ABM campaigns.