Account-based marketing, or ABM, is perhaps the most effective B2B advertising strategy in existence today. In fact, 87% of B2B marketers say that ABM outperforms other advertising investments. ABM allows B2B companies to improve client loyalty and increase revenue.
You can achieve similar results with an optimized plan. With that in mind, the pros over at Enormous Elephant have compiled 13 tips for crafting the perfect ABM strategy for your business. We are Dallas’s premier account-based marketing agency and love to help companies to reach their true potential
1. Involve the Sales Team
The true power of ABM is that it merges your sales and marketing teams. You must follow suit if you want your account-based marketing campaign to take off. These two groups must have consistent and open lines of communication.
2. Support Your Staff
Making changes to your marketing approach is challenging for everyone. When shifting towards an ABM-centric advertising strategy, be sure to give your staff the support they need. Find out what tools or software would make it easier for them to accomplish their goals.
3. Define Your Audience
ABM takes a more targeted approach to advertising. That means you must reevaluate your ideal audience. Identify who your top-tier accounts are and focus your energy on those clients.
4. Find Out Who Your Clients Are Targeting
In addition to defining your audience, you also need to know who your clients are targeting. That will be instrumental to your success when creating customized marketing content. Your advertising materials should highlight how your product or service will help clients better serve their audience.
5. Mix It Up
Do not limit yourself to a single channel when formulating your campaign. Encourage your sales team to connect with target accounts on social media channels like LinkedIn or Facebook.
6. Merge Inbound and ABM Tactics
While ABM is a highly effective B2B strategy, we do not recommend abandoning your inbound marketing altogether. Instead, make sure that the messaging behind each campaign is consistent and high-quality. When used correctly, inbound marketing will increase the size of your prospect pool.
7. Monitor Social
Monitor your top target account’s social media pages. That can give you valuable insights into what that company may be planning. If they are preparing to expand their service area or ramp up product manufacturing, it might present the perfect opportunity to make a deal.
8. Retarget with LinkedIn
If a client has viewed your site multiple times, they have a pretty strong interest in your services. That is a great time to retarget them via LinkedIn’s “matched audiences” feature. They will receive hand-picked ads that might just prompt them to reach out to your sales team.
9. Try Texting
Once you have broken the ice with a target account, try transitioning to text messaging instead of emails. A simple “thank you for your time” text after wrapping up a good phone call is all you need.
10. Create Tailored Content
Throughout the ABM process, make sure that you are providing clients with tailored content. That is especially important for existing accounts. Give them insights that they can implement immediately. Do not try to upsell them unless a natural opportunity presents itself.
11. Be Fluid
Being fluid is an essential part of a successful ABM program. Your team must be able to make changes on the fly and adjust content to meet the needs of unique clients.
12. Examine Your Target List
While ABM is about focusing on a small audience, do not limit yourself too much. As your business grows, adjust your list of target accounts accordingly. Also, implement automation whenever possible to reduce the strain on your sales team.
13. Group Similar Audiences
Just because ABM is about targeting specific accounts does not mean that you must create different content for each client. Instead, group prospects by vertical industry. That will save you time and resources.
Contact an Experienced Account-Based Marketing Agency
If you really want to make the most out of your ABM campaign, the best approach is to contact Enormous Elephant. Our passionate strategists, web designers, and content creators will help your brand become too big to ignore!