In today’s marketing environment, covering more ground can sound a bit tempting. Leaders evaluate a wide range of market niches and sub-demographics daily to maximize their reach. However, using account-based marketing (ABM) focusing on a specific group of potential customers and reaching them with a coherent, individualized message improves customer satisfaction and increases campaign “stickiness” over time.
4 tips for a successful ABM strategy
We’ve created four recommended practices that can assist you improve the success of your ABM initiatives if you’re just starting with it.
Align sales and marketing
A siloed approach is the biggest nemesis of a successful and effective ABM strategy. Sales and marketing departments need to work in a cohesive, complementary manner to establish effective KPIs and devise a plan for the same.
A good starting point for an effective ABM strategy would be building a list of high-value target accounts, a key account identification process, and an extensive collection of content for tailored campaigns.
Develop a rich library of suitable content
Understanding client needs precedes everything in any marketing operation, especially in ABM.
Only by providing personalized content that resonates well with your buyers and delivers value to them can ensure a successful campaign.
The key to doing that is simple, creating a large amount of thoughtful, customizable content that enables agile program execution in short campaign cycles.
Scalable tech for cross-functional teams
For teams like sales and marketing to function cohesively and seamlessly, a strong base of automation and data is necessary. It is essential to have tools that support both teams aligned (such as CRM, CDP, and analytics platforms) to effectively discover targeted accounts, carry out campaigns, and assess the effectiveness of your ABM strategy.
You run the risk of providing your customers with an inconsistent experience and less-than-ideal outcomes if the technology and data required to support ABM initiatives are not integrated with your larger marketing and sales platforms.
Start small
It is always better to start small. Effective ABM initiatives have specific objectives, begin with a small number of trial accounts, and pick up lessons fast from program setbacks. This aids in the teams’ ability to create a feedback loop for ongoing calibration of campaigns, data, procedures, and measures.
Account-based marketing tactics that emphasize adapting and scalability at the same time can foster a culture of growth, enhance company results, and boost your revenue.
