If you are a B2B marketer, then account-based marketing is an essential topic to understand. Account-based marketing is more than just lead nurturing—it's about building relationships with your prospects and turning them into customers. To help you get started on the right path, we have compiled 9 tactics for account-based marketers that will make all of the difference in your campaign.
Use Your CRM to Identify Key Accounts
Your CRM is the single most important tool at your disposal for executing account-based marketing campaigns. This means you should use it as a starting point in every ABM campaign. First, create a list of target accounts that are relevant and will benefit from using your product or service. Then, create a plan to reach out to them with personalized content that aligns with their specific needs, challenges, and goals. It is crucial to use your buyer personas in this step to properly set your ABM campaign up for success.
Create Buyer Persona Templates
Buyer personas help marketers understand who their prospects really are so they can communicate more effectively with each one based on how well aligned their traits are with the brand’s messaging strategies. For example: A marketing manager at a startup would be more interested in the ABM tactics that focus on building relationships and identifying new opportunities, while an IT director at a mid-sized company might care more about ABM tactics that highlight ROI and lead generation.
Identify Key Decision-Makers
It’s not enough to just know the name of a company’s CEO or CMO. You need to identify who the key decision-makers are within each company and target them specifically with ABM content. Decision makers may not always be members of the C-suite. They could also be managers and directors or even external departments. This means you need to do your research and find out what their job titles are, what challenges they are facing, and how your product or service can help solve those challenges. For example: A marketer might want to consider creating different types of ABM content for CEOs versus CFOs since they have different responsibilities and needs.
Align Your Messaging with Content Channels
One of the most important aspects of running ABM campaigns is having personalized messages across all of your different digital marketing channels (like email and social media) so you can engage prospects quickly and easily. Your message strategy should include what types of information they need to know right away as well as long-term strategies for establishing lasting business relationships. For example: A marketer who is targeting a growing tech company would find value in using an ABM content strategy focused through email and LinkedIn over snail mail and Instagram.
Review Your Website Analytics
Your website is another important touchpoint for ABM campaigns. You should review your website’s analytics to see how well you are currently converting visitors into leads and customers. This will help you identify which pages on your site are the most effective at generating conversions and then tailor your ABM messaging around those pages. For example: A marketer, working for a digital marketing agency, who is targeting an A/E/C firm would have blog, landing page, and web page content that discusses how they can improve an A/E/C firm’s current digital marketing efforts.
Use Social Media Wisely
Social media is an important part of any ABM strategy, but it’s not just about blasting your message out to as many people as possible. You need to use social media wisely by targeting specific accounts and then personalizing your messages to make them more relevant. This will help you build better relationships with potential buyers and increase the chances that they will convert into customers. For example: A marketer might find value in using social media platforms like Twitter, LinkedIn, and Facebook to identify new opportunities for ABM campaigns and to target specific audiences and businesses that align with their buyer personas.
Try Account-Based Marketing Automation Software
If you’d like ABM campaigns that are more personalized and require less work on your part, ABM software may be the right choice for you. This type of ABM solution can help automate most aspects of ABM so marketers don’t have to spend as much time working directly in their CRM or Marketing Automation platform. Depending on your budget and the ABM strategies, you can find a CRM like HubSpot that also has a plethora of ABM capabilities.
Experiment with Different ABM Tactics
The best way to figure out what works well for your business is to experiment with different ABM tactics. Try a few different things and see which ones generate the best results. Then, focus on those tactics and continue refining them over time. For example: A marketer who is just starting out with ABM might want to try creating targeted content pieces, identifying key decision-makers, and using social media platforms to reach new prospects. Then, they would analyze the performance and quality leads generated by their strategies and improve from there.
Getting Help from a Marketing Agency Knowledge in ABM
The account-based marketing strategies and tactics mentioned in this article are a great starting point for any ABM strategy. However, the best way to get results is to continue experimenting with different ABM techniques until you find one that works well for your business.
Use your understanding of ABM to find the right tactics for your business and start generating better results today. And, should you need more advice on ABM or an analysis on your current tactics, that’s where we come in. Like ABM, we value relationships with our clients and don’t settle for cookie-cutter approaches. Contact us today to see what Uncommon Marketing Works can do for you!
What is the purpose of a Buyer Persona?
Buyer personas help marketers understand who their prospects really are so they can communicate more effectively with each one based on how well aligned their traits are with the brand’s messaging strategies.
What is Marketing Automation Software?
This type of ABM solution can help automate most aspects of ABM so marketers don’t have to spend as much time working directly in their CRM or Marketing Automation platform. Depending on your budget and the ABM strategies, you can find a CRM like HubSpot that also has a plethora of ABM capabilities.
How Do You Get Started with ABM Tactics?
A marketer who is just starting out with ABM might want to try creating targeted content pieces, identifying key decision-makers, and using social media platforms to reach new prospects. Then, they would analyze the performance and quality leads generated by their strategies and improve from there.