Are you a little apprehensive about adopting an account-based marketing strategy? Excited about the idea of acquiring new accounts, but not sure where to begin when it comes to ABM? Do you fall somewhere in the middle?
No matter how you feel about account-based marketing, there is no denying that it is effective. Approximately 87% of marketers state that ABM has a higher ROI than other B2B advertising strategies.
ABM allows B2B marketers to generate more revenue, optimize ad spending, and acquire high-value client accounts.
At Enormous Elephant, we have encountered clients that have mixed feelings about ABM. Many of these clients were focused on one thing: The success of their business. Still, they were concerned about the challenges of implementing a new style of advertising. With our help, they were able to overcome these hurdles and leverage ABM to grow their business.
As Dallas’ top account-based marketing agency, we wanted to help B2B clients win at ABM. With that goal in mind, we created this step-by-step guide. When crafting your own ABM campaign, here are the steps that we suggest!
Sales and Marketing Alignment
When your marketers and sales reps are working hand-in-hand, your ABM campaign is much more likely to succeed. This is an essential first step to creating a winning account-based marketing strategy. Sit down with both teams and discuss the upcoming switch with them. Once your sales and marketing assets have bought in, implementing your ABM tactics will be much easier.
What is your company’s top priority for the next six months? What about next year? It is essential to define your short and long-term objectives when you’re building your ABM strategy. Decide whether you want to focus on retaining important accounts or acquiring new ones.
Divide and Conquer
After you have defined your objectives, it is time to divide and conquer. Create a detailed target list. This list should include current accounts and prospective clients.
Once your list is created, segment it using a three-tier system. Tier 1 accounts are the businesses that generate the most revenue for your company. The initial phase of your ABM campaign should focus on them.
Do not move on to tier 2 accounts until you are ready to expand your business.
Identify Power Players
The buying committees of most modern businesses involve anywhere from 3 to 20 or more people. Identifying the entire committee is critical to your ABM campaign. Once you know who the power players are, it is time to connect with them through targeted content.
There are several types of ABM targeting that you can leverage to acquire accounts. Most people think of ABM as one-to-one marketing. While this is certainly one option, it is not the only choice. You can also utilize a one-to-many or one-to-few approach when you’re creating your marketing content.
Create Custom Content
After you have determined scale, it is time to craft awesome custom content. Make sure that your materials address the target’s pain point.
Having an intimate knowledge of problems that their industry is facing shows that you have done your homework. It will also give you the chance to explain how your service offers a solution for their issues.
Measure Your Success
Now, it is time to analyze data and measure your success. Find out what went well and what didn’t so that you can refine your future ABM efforts.
Make sure to look at key performance indicators like ad engagement, website views, and much more. This will give you a more complete picture of the effectiveness of your campaign.
Partner with an Account-Based Marketing Agency
Want to make sure that your account-based marketing campaign is the best that it can be? If so, then it is time to contact Enormous Elephant. Partner with Dallas’ premier account-based marketing agency and let’s make things happen for your B2B business!