Account Based Marketing (ABM) is one of the most effective B2B marketing approaches used by marketers. It is a focused approach used to target the high-value business accounts which are more likely to close deals. Nowadays more B2B Marketers are trusting Account Based Marketing strategies and programs for securing more deals. According to a report by Demandbase, “Budget for ABM programs has increased to 40% in 2020 compared to 33% in 2019.” Account Based Marketing strategies can give you amazing results if you implement the right ABM tips and tactics. Read the blog till the end to know how you can execute successful Account Based Marketing (ABM) in 2022.
Tips for successful Account Based Marketing in 2022
There are many benefits of using Account Based Marketing as it is highly personalized and generates higher ROI. However, you can make your ABM strategy more effective by applying certain tips and tactics that we have given below.
1. Identify and understand your Target Accounts
When it comes to Account Based Marketing (ABM) you first need to find your target audience. You need to identify what their attributes and characteristics are. You can do this by simply looking at your existing customers and identifying what are their common traits such as:
- Company size
This way you can easily determine your target accounts by examining which accounts fit in these parameters. After knowing what your target accounts are you can personalize and plan your marketing strategy accordingly.
2. Determine your goals
Before carrying out your ABM campaign you must determine what your goals and objectives are. Be clear about what you aim to achieve with your marketing strategy. Do you want repeated customers or do you want to generate more leads from the existing ones? Doing so will help you to make better and informed decisions about what to do. You can then craft your email marketing and marketing campaigns accordingly.
3. Choose the right channels
Once you know your target accounts you can analyze which channels they are more active on. Considering the channels where your target accounts are spending most of their time you can make your marketing strategy.
There are many channels through which you can reach your target accounts such as:
- Google ads
- Email marketing
- Facebook ads
For example, most of the B2B professionals are active on LinkedIn. So, you can use LinkedIn ads with filters for targeting the relevant audiences. You can also use cold emails to reach out to the key decision-makers.
4. Run Pilot ABM campaign
If you are just starting with ABM and don’t know what will work for you. Then, you can run a pilot ABM campaign on a smaller scale to know the results and make changes accordingly. Many businesses when running the pilot campaign reach out to the key decision-makers of an organization. Sometimes they go for similar target organizations to see how their campaigns work with that audience. The insights can help businesses to improve their official Account Based Marketing campaigns.
5. Aligning your sales and marketing teams
For a successful Account Based Marketing campaign, it is important that your sales and marketing teams are aligned. So that there are no loopholes for the leads to fall through the cracks. The main task of the marketing team is to bring about the leads. Whereas the task of the sales team is to follow through and close the maximum deals.
Both the sales and marketing teams should rely on analytics. They should see where the leads came from and what type of content they interacted with. This will help the sales teams to know what the leads are interested in and they can follow up accordingly.
The sales team can further give feedback to the marketing team about the quality of the leads and how they are converting. These insights will help you to make changes in your future ABM campaigns.
6. Personalize the experience of your website
Do you think just targeting the high-value accounts is enough? You need to personalize and give your target audience a better experience. For this, you must try to personalize your website experience by tailoring relevant landing pages. You need to create compelling content that’s relatable and make your audience purchase.
You must try to know the pain points, troubles, and doubts of your audience and curate content accordingly. Your social media posts, ads, and landing pages must inspire your audience to click on CTA. Having personalized content can help you to enhance customer experience and secure more deals.
7. Target your existing clients
Your existing clients can also secure more deals and refer your business to their network. So, you must try to know what made them close the deal with you earlier. What type of content you used to target them in the first place.
Look at your previous Account Based Marketing campaigns and see what worked out best for you. See how you can apply it in your new Account Based Marketing strategy. Try to understand your audience’s purchasing triggers and habits. Examine where there are opportunities for repeat business.
Targeting your existing customers by ABM strategy will not only strengthen your relationship with them. It will help to bring their more trust in your business as they would think you care enough to ask. They might also refer your business to their contacts and thus help you to generate higher ROI.
8. Measure and Analyze your results
Account Based Marketing is a golden ticket for B2B Marketers only if they are able to do it successfully. To do it in an effective manner you must measure and analyze the results of your ABM campaigns. Analyze if you are able to accomplish your set business goals.
ABM strategy is flexible like other marketing strategies. You should always keep adjusting your ABM approach so as to serve your audiences in the best way possible. Having research data and fine-tuning your ABM campaigns accordingly can help you to generate a higher ROI.
The Final Note
B2B Marketers have the task of creating and executing successful marketing campaigns. However, it’s not that easy as they have to keep up with the ever-changing B2B marketing trends. In the past few years, Account Based Marketing has come out to be the knight in shining armor for the B2B Marketers. Its highly personalized approach has helped businesses to secure more deals and generate higher ROI.