Account-based marketing (ABM) is a strategic marketing strategy where key business accounts are marketed to directly, as opposed to a one-size-fits-all approach. In essence, high-value accounts or prospects are identified, key decision-makers in these businesses are targeted, and then marketing strategies are implemented through various channels to appeal to their specific personas and needs. ABM is like an extreme version of personalised marketing.
The most effective ABM campaigns tend to share 4 common traits. They are usually:
Segmented – so that any and all communication is as relevant to an individual account and decision-maker/role as possible
Content-driven – so that it drives engagement and dialogue, vs. a program that attempts to sell a solution or drive meetings exclusively, and finally
Of a sufficient duration, vs. a short-term “one-off” approach, so that that success relies less on an accident of timing, and more on a consistent nurturing and education of the targeted list.
Integrated – so that targeted contacts see a consistent, cohesive message via multiple channels
Here are 3 ways that you can implement an ABM strategy into your marketing campaigns:
Engage your accounts with educational material
Using educational content (e.g. informative guides, blog posts, infographics, workbooks, webinars, whitepapers, etc.) to attract target accounts can be a powerful tactic if well-executed. A good example of this is mentioning your target account in a blog, recognising their work in a specific field that you are writing about. Essentially, what you’re saying is “we acknowledge what you do and we think it’s good enough to write about!”. It’s a respectful and complementary way to create an introduction.
Hosting events specifically for your target accounts
There’s no better way of speeding up the sales cycle than by getting face-to-face with decision-makers at your target accounts and humanizing your product or service. Offering incentives such as a workshop or a networking mixer will encourage your prospects to come and meet you.
Use social media
By monitoring social posting, you can gather lots of information about target buyers without ever having a face-to-face conversation with them. People tend to post about their pain points and challenges, which gives us marketers the opportunity to deliver valuable content at the right time. Liking, commenting, and sharing lets your target accounts know you’re engaged and will increase your credibility by the time you reach out to start a conversation.
Account-Based Marketing (ABM) is one of the services we provide. We can work with your sales team to identify the key organisations and people you want to reach, as well as create original, research-based content and creative engagement strategies to ensure you start conversations with the right people. With significant ROI levels, you can’t afford to ignore ABM, and when you’re communicating complex technical concepts it’s an absolute must.