In recent years, account-based marketing (ABM) has overshadowed other B2B advertising strategies. Businesses that have leveraged ABM properly have experienced drastic growth and an increased ROI. In addition, 84% of companies using ABM have reported that their industry reputations have improved.
Are you ready to get in on the action and start to grow your brand? If so, then you have come to the right place.
Below, the Enormous Elephant team has outlined four rules for building and scaling your ABM program. While every account-based marketing program should be unique so that it can meet the specific needs of your business, these rules apply to virtually any industry.
1. Assemble a Team
No one knows your current sales and marketing teams like you do. You have an intimate understanding of each person’s skill set and how they will fit into your new ABM program. Make sure that you set your staff up for success by putting the right people in the driver’s seat.
If you want to supplement your existing assets, consider hiring an account-based marketing agency. These firms specialize in ABM and have scalable solutions. They can take over the strategy creation process or just guide your team along the way.
2. Define Your ABM Strategy
You must define your own ABM strategy. Contrary to popular belief, there are actually several types of account-based marketing. Not all forms are right for every business.
When you’re creating your ABM program, decide how you want to connect with prospective accounts. Do you prefer the programmatic approach? Are you more interested in strategic ABM and targeting prospect accounts one at a time? Want a plan that incorporates aspects of each method?
By answering these questions, you will be able to find the right ABM program for your needs.
3. Create Content for Your ABM
When you’re reviewing these rules, consider them to be building blocks. You must adhere to rule number two before you can create content for your ABM program.
We know what you are thinking here. It’s probably something like, “Isn’t ABM content created for individual clients?” Actually, that only applies to one-to-one ABM campaigns. As the name implies, this type of account-based marketing involves connecting with prospects one at a time.
A popular alternative to this is known as one-to-few ABM. This method allows you to group target accounts by industry and pain point. You then create custom content that is relevant to all of the accounts in this group. This option saves time and is more cost-effective than strict one-to-one marketing.
4. Track the Right Metrics
Unsurprisingly, traditional demand generation metrics will not give you an accurate assessment of your ABM program’s effectiveness. You need to reevaluate which metrics you track so that you can gain insights about your new marketing strategy.
Some of the metrics we recommend tracking include:
- Ad engagement
- Total engagement
- Website traffic
- Sales or conversions
- Win rate
These are just a few of the key performance indicators (KPIs) that you should be measuring. There are dozens of relevant data points that can help you refine your ABM program and acquire new accounts. Your marketing team will identify additional metrics that are relevant to your specific industry and ABM strategy.
Bonus Rule: Find a Great Account-Based Marketing Agency
Are you serious about building and scaling your ABM program? If so, then partnering with an experienced account-based marketing agency is vital.
Enormous Elephant can add incredible value to your business. Our team of content creators, web designers, and digital advertising strategists have a deep understanding of ABM. We will help you build a dynamic strategy that will resonate with B2B targets and help your business grow. Contact us today and let’s make things happen!