Account-based marketing (ABM) is a powerful approach to B2B digital marketing that focuses on targeting specific accounts or companies, rather than individual leads or customers. This strategy involves tailoring your marketing efforts to the specific needs and pain points of your target accounts and engaging with them through personalized content and outreach.
Given that B2B buying is time-consuming and involves members from diverse functions, ABM comes across as a boon, in terms of its ability to personalize the content experience for diverse buying committee members.
In this blog, we will explore how to use account-based marketing in B2B digital marketing.
Unlike popular belief, ABM is not a great or the cheapest way to acquire leads. ABM often starts from where lead generation stops. ABM helps to nurture and engage key prospects, in a personalized manner and track their growing affinity towards a brand.
Here are a few steps toward forging a cogent ABM plan.
Identify target accounts
The first step in account-based marketing is to identify your target accounts. These accounts should be aligned with your business goals and ideal customer profile and may include high-value customers, key decision-makers, or strategic partners. Use data analytics and customer insights to identify these accounts and prioritize them based on their potential value.
Personalize your messaging
Once you have identified your target accounts, the next step is to personalize your messaging to their specific needs and pain points. This can involve creating customized content, such as white papers, case studies, and webinars, that address their specific challenges and interests. It can also involve tailoring your email marketing and social media outreach to their specific needs and interests.
Use targeted advertising
Targeted advertising can be a powerful tool in account-based marketing, allowing you to reach your target accounts with precision and accuracy. This can involve using account-based advertising platforms that allow you to target specific companies or decision-makers based on their industry, job title, or location. You can also use retargeting ads to engage with your target accounts across various platforms and channels.
Leverage account-based sales
Account-based marketing is closely tied to account-based sales, which involves tailoring your sales efforts to the specific needs and interests of your target accounts. This can involve using personalized outreach, such as email or phone calls, to connect with decision-makers and build relationships over time. It can also involve leveraging customer insights and analytics to identify opportunities for cross-selling or upselling to your target accounts.
Measure and optimize results
As with any digital marketing strategy, it’s important to measure and optimize your results over time. This can involve tracking key metrics, such as website traffic, engagement rates, lead generation, and sales conversion rates, and using this data to refine your account-based marketing and sales efforts. Use A/B testing and data analytics to optimize your messaging, content, and outreach strategies and improve your ROI over time.
However, with ABM, the tracking and measurement are much more granular. Funnel Velocity, Decision stage-specific audience volume, No. of accounts engaged by vertical, company size, function, etc. are a few of the important metrics to track.
In conclusion, account-based marketing is a powerful approach to B2B digital marketing that allows businesses to target specific accounts and tailor their marketing efforts to their specific needs and interests. By identifying target accounts, personalizing messaging, using targeted advertising, leveraging account-based sales, and measuring and optimizing results, businesses can effectively engage with their target accounts, build relationships, and drive revenue growth.