Whether you’ve been using account-based marketing for some time or are considering trying it, here are 10 ABM tricks you can do to reach your goals. IS Account-Based Marketing useful in increasing Revenue?
Account-based marketing is a personalized strategy to identify the right potential consumers by creating buyer personality to effectively market products and services. It tends to generate quality sales for companies in a scalable way. According to the ideas shared by industry experts, ABM leaders are able to generate 50% more traffic at half the cost sanctioned for other marketing campaigns. Account-based marketing focuses on targeting interest-based accounts that are more likely to become sales. It can be done following the correct marketing tactics that suit the interests and preferences of the buyer’s people useful for your business. The ABM offers a very smart tactic to pursue the right potential consumer to increase sales by benefiting them in several ways.
- Almost all companies (91%) that use ABM saw their income increase.
- 1 in 5 companies generated 30% more revenue after implementing an ABM strategy.
- The average contract value that B2B sellers close after using ABM for their marketing strategy is 171% higher.
- Companies that run ABM campaigns are twice as capable of obtaining their ROI in two years.
- Companies find that their interaction rates with potential customers skyrocketed up to 83% with ABM.
- 66% of companies point to ABM as the secret for their sales and marketing teams to work together harmoniously.
1. Produce account-based Prerogative
ABM will surely bring many potential customers to your business. But that does not mean that you should spend the same amount of time and effort with all of them.
In fact, you shouldn’t, especially if you have a small team to work with. And that’s where account-based entitlement comes in. It guides you on how much time, effort and resources should be devoted to each level of potential clients.
As a general rule, potential customers who qualify in your top tier should receive more than those who belong to the lower levels. For example, you can choose to use email marketing automation to interact with potential customers at lower levels. But those at your top level should receive personalized direct emails from you or someone from your sales team.
2. Foster your leads with highly personified content
Personalization is essential in ABM. You should make sure that when your leads read your content, they feel that you have written that email or a blog post just for them.
An effective way to make this happen is by optimizing your content for local search. 46% of people search on Google for local businesses. That includes the key decision makers of the companies you’re targeting. Here are some tips on how to create attractive and highly personalized content optimized for local SEO
Create dedicated landing pages. If your company has physical offices in different geographical locations, it is a good idea to create a landing page for each of them. Keep them cohesive using landing page templates.
Go for long-form content. Studies show that blog posts with an average of 1,890 words are more likely to land on Google’s first search results page (SERP). Include your location in your keywords.
For example, if you’re targeting to rank for the keyword “creative services” and you are in Singapore, choose to use the “Creative service in Singapore” in your content and metadata.
3. Rescale inert accounts
Let’s face it: not everyone on your email list is involved with you or your content. One reason is that they have subscribed to the services of one of their competitors. That does not mean you should remove them from your list. In fact, you must do the opposite.
Maybe they are reconsidering the service they buy and are looking for alternatives. Reaching them by sending a personalized email can activate your memory and reawaken your interest in you and your business. Some of them may even decide to try. But you’ll never know until you start contacting them.
4. Move into Personalized – Succeeding Personalized Plan of Action
The marketing strategy must be properly defined to resemble specific audiences that can provide you with a great scope to generate your interest in your product or service. Custom tactics must be followed through the use of innovative methods such as content marketing, blogs, videos, etc., which work as proven methods to reach your target audience.
The approaches can also focus on the weaknesses of consumers that can direct the attention of prospects to possible solutions for their businesses. It can be a great opportunity to generate sales by focusing on individual weaknesses in a more comprehensive approach to business-centered solutions
5. Implement Channel Variety for a Major Effect
Use more than one channel! Channel diversification is a critical factor for the success of Account Based Everything. A single piece of relevant content is not enough. A personalized eBook or a personal video is not enough. When you start mixing and combining channels, that’s when true magic happens.
A simple example is to print a physical copy of a personalized eBook using services such as Sendoso, include a handwritten letter, and then launch ABM ads directed to the account using services such as PuTTY that point to a micro-site.
6. Keeping up with Motive through Strategizing & Targets
It is important to define a time limit or control points for your account-based marketing strategy campaigns to measure their effectiveness. It is very important to define your KPI (Key Performance Indicators) to measure the success of your campaign.
7. Exercise Social Media as a Point of Contact
Once you have created a list of ABM target accounts and highlighted some of the main contacts through LinkedIn or your website, you want to find all the associated accounts available on Twitter, Facebook and other relevant platforms. Follow and interact with your contacts and start focusing on what they do.
You want to familiarize yourself as much as you can with the way your audience uses social networks before interacting with them more directly:
- Join Twitter groups or chats in which they are involved.
- Share your content and re-tweet anything useful for your customers.
- Responding to their posts, especially when you have something valuable to say.
- Sending direct messages to them through relevant platforms.
8. Engaging Propositions
In addition to delivering self-contained resources such as electronic books or white papers, ABM marketers are taking advantage of offers designed to ask more questions; Questions that are best answered in a meeting.
For example, an evaluation can give prospects a “score” for one aspect of their business, which leaves them with the question “How can we improve?” Questions like these can inspire prospects to accept a meeting.
9. Executive to Executive Interaction
Senior executives face a constant stream of launches from potential vendors. How often do those campaigns begin with a personal message from a fellow C-suitor? ABM marketing specialists are enlisting their CEOs and other top executives to communicate with their counterparts in the target accounts, starting with a personal email or direct mail letter requesting a brief meeting. Then, a sales representative can follow up with the executive assistant to organize the meeting, making reference to the original communication and releasing the name of the suitor C who sent it.
10. Acquire ABM-ready database
The most important preparatory step for any ABM effort is to identify the main potential customers to whom it will be directed. To achieve this, it is important to prepare and improve your database. In this way, marketing specialists can make a decision based on data about who are the most valuable prospects and direct them with personalized campaigns.
Start cleaning the internal data. Verify potential customers and the details you have about them, so you can operate with accurate information. This process of enrichment of marketing automation systems and CRM is key to the success of ABM campaigns. Collect data on top leads from all possible channels (email, social networks and surveys) and organize them. Accurate data is also key for machine learning, a tool that can be used in the next step to define customer profiles.
Perfecting your ABM strategy takes time. It will be difficult to define which account-based marketing tactics and examples will work best for you at the beginning. So, roll up your sleeves, develop your plan and start testing.
It could be said that the most important point to consider when executing your strategy is to make sure you know where the line is between the personalized and the spooky, and do not cross it.
Sales and marketing teams are spending all this time and energy to line up and develop these high-value ABM campaigns (which is amazing), but then they are offering the same form-based experience once they have succeeded in making people Pay attention.
But think about it: these are your ABM prospects, the best of the best. You should not force them to complete lead capture forms, you should extend the red carpet. Or, you know, you should at least give these people the opportunity to chat with you in real time.