The Ultimate Guide Account-Based Marketing

Table of contents:

• What is Account-Based Marketing (ABM)?
• The Benefits of Account-Based Marketing
• Account-Based Marketing Examples:

1. Events
2. Webinars
3. Direct Mail
4. Email Campaigns
5. Paid Advertising
6. Web Personalization

• How to Implement Account-Based Marketing
• Account-Based Marketing and Personalization
• Conclusion

Account-based marketing is a B2B marketing strategy in which marketing and sales teams work together to find and convert the best-fit accounts into customers. In this day of information overload, marketers are constantly fighting for the attention of potential clients.

Key Statistics

• 97% of marketers achieved a higher ROI by Incorporating ABM
• 93% of B2B marketers world consider ABM extremely important to their overall marketing efforts
• 66% of B2B consumers expect all of their interactions with brands or vendors to be personalized
• 62% of marketers say they can measure a positive impact since adopting ABM.

What is Account-Based Marketing (ABM)?

Account-based marketing (ABM) is a marketing strategy in which a corporation concentrates its efforts on a small number of target accounts within a market. It engages each account with tailored campaigns that adjust the marketing message to the account’s distinct traits and wants.

ABM is a marketing technique that goes beyond lead generation to take a more comprehensive approach to the market. Marketing to current client accounts to generate upselling and cross-selling is one of the keys to generating the most value from your largest accounts.

The Benefits of Account-Based Marketing

Account-based marketing is becoming increasingly common among B2B companies focused on larger accounts. For companies aiming to sell to large clients with long sales cycles and significant transaction sizes, account-based marketing has several advantages over conventional marketing tactics:

1. Personalized Marketing Approach:

Marketers generate personalized messaging for target accounts based on what they know about the customer and personalize the campaign’s creative assets to the customer’s specific qualities and needs, rather than using a generic method.

2. Sales & Marketing Alignment:

Account-based marketing allows marketing and sales teams to work together to identify target accounts, create targeted campaigns for them, and align and move individual accounts along the funnel before and after conversion.

3. Shorter Sales Cycles:

A variety of stakeholders are involved in major purchase decisions. Because it starts at a lower level in the business and works its way up to the key decision-maker, the sales process is often slow. Because all prospects are nurtured at the same time, account-based marketing shortens the sales cycle.

4. Clearer ROI:

Account-based marketing has the highest return on investment of any B2B marketing strategy since it is precise and measurable. According to 85% of marketers who analyze ROI, account-based marketing provides higher returns than any other marketing method.

5. Fewer Wasted Resources:

Time and resources are concentrated on a small number of accounts with the highest likelihood of closing sales. This frees up resources that might otherwise be squandered.

Account-Based Marketing Examples

• Events: In-person events have long been demonstrated to be one of the most effective ways for sales teams to influence decision-makers. Customized invites to key prospects from target accounts, and personalized follow-up after the event are all part of an ABM approach for events.
• Webinars: Like events, webinars can be customized to be relevant and timely for a certain target account. Webinars and follow-up can be tailored to the needs of individual companies, and custom webinar content can be created with the target audience in mind.
• Direct Mail: In an age when everyone is overwhelmed with email, direct mail has been a frequent technique of reaching prospects within a firm. Direct mail gifts and marketing can be more beneficial than ABM because the income potential is significantly higher.
• Email Campaigns: Despite the prevalence of direct mail, email is an important marketing technique for ABM. Account-based marketing, as opposed to volume-based marketing, which may involve templates and marketing automation, entails tailoring email messages for each organization and individual.
• Paid Advertising: PPC and sponsored social media ads are common methods of contacting individual accounts on the internet. Display ads can be changed to focus on a small number of target accounts rather than casting a wide net using technology like IP targeting and retargeting, and social media platforms like LinkedIn and Facebook allow you to target certain organizations and profiles.
• Web Personalization: ABM strategies on the web go beyond increasing traffic with targeted SEM and inbound marketing campaigns. Instead of providing a generic online experience to visitors, website personalization technology can be used to create a customized, account-specific experience for target prospects.

How to Implement Account-Based Marketing

1. Determine which accounts are of great value to you.
2. Look into those accounts further.
3. Create targeted marketing campaigns
4. Execute your personalized marketing initiatives.
5. Track the results of your personalized marketing initiatives.

Account-Based Marketing and Personalization

Website personalization is a key part of an ABM strategy since it allows you to tailor the content and messaging on a website to each of your target accounts. Once the visitor’s company has been recognized, they may be matched to your target account list for a more tailored web experience.

Web personalization for ABM is accomplished by identifying anonymous visitors to your site using firmographic data obtained through reverse IP lookups, first-party or third-party data, or both.

Conclusion

So in this article, you will find knowledge about account-based marketing and its benefits. To properly understand the situation of account-based marketing. San Diego digital marketing can help you to provide new ways to drive ROI for B2B businesses. You should not get too aggressive as you can run the risk of overloading your team’s ability to handle all the new businesses. We have some of the many available ABM tools on the market that we use with our clients.