Take a moment and imagine a world where the sales process began by selling directly to those accounts that were the best fit for your business. You’d no longer have to waste time marketing to and pitching unqualified leads that simply aren’t interested. Instead, you can focus on engaging and nurturing those whom you know are right for your offers. It sounds like a dream, right? Well, it can be your reality!
Account-based marketing (ABM) is a fantastic strategy to implement in your business if you’re looking to increase efficiency and boost profits at the same time. If you’re not familiar with this type of marketing or have tried it before with little success, you’re in the right place.
In this article, you’ll learn what exactly B2B account-based marketing is and some of the benefits it can provide to your company. Not only that, but we’re sharing a few B2B account-based marketing examples that will inspire a powerful strategy of your own. Soon you’ll be well on your way to turning profits!
What is B2B Account-Based Marketing?
Before we dive into the examples, let’s first talk about what B2B account-based marketing is.
Odds are, you’ve seen a traditional sales funnel before in which you’re meant to attract, nurture, and then close your leads. With this strategy, you’re first casting a wide net to attract tons of potential leads to your business. Then, you move them through your funnel that way, which qualifies leads as they go. Those who are the right fit will ultimately purchase after moving through the nurture stage.
Now, there’s nothing wrong with this strategy. However, you wind up attracting a lot of people who aren’t necessarily the right fit for you and your brand initially. And it takes time as they move through the funnel and either make a purchase or weed themselves out.
With account-based marketing, you’re not casting that wide net in the beginning. Instead, you’re focused on identifying target accounts and leads first. This essentially prompts you to build backward. So, you’ll determine who your potential leads are, engage them, and ultimately convert them into a customer. This strategy isn’t just about lead generation though. You’re also upselling and cross-selling previous buyers.
But what makes creating an account-based marketing strategy worthwhile? Well, it ensures you have a personalized marketing approach, as you can tailor your message to the customer you’re speaking to. It can even mean shorter sales cycles, which ultimately prevents you from wasting time and resources since you’ll be focused on marketing to a smaller number of accounts. In time, you’ll build a loyal customer base that’s happy to return and make additional purchases in the future.
5 B2B Account-Based Marketing Examples to Help You Build a Successful Strategy
How you choose to approach this strategy in your business will ultimately depend on your goals and what’s going to resonate most with your audience. But luckily, there are plenty of B2B account-based marketing examples that will inspire your very own strategy. And the best part is that you can create your own custom mix based on what works for you. Here are a few ideas to consider:
1. In-Person Events
Account-based marketing events are a great option to consider if you’re interested in meeting with your leads and consumers face-to-face. Sometimes it gets a little dull communicating with everyone over email and video chat, so it’s nice to actually be in the same room with these people for a change. It helps you to better connect with them, as you can shake their hand and look them in the eyes while having a conversation. There’s something so powerful and personal about that which can’t be ignored.
If this sounds enticing, connect with your existing customer base and ask if it’s something they’d be interested in attending. If you get positive feedback, move forward with planning. Choose a venue, create a presentation around your company’s offer, and make tickets available for purchase.
If you’d rather stick to the virtual world, a webinar is the closest alternative to hosting in-person events. They’re cost-effective for your company since you don’t have to worry about renting a venue, travel, and accommodations. Instead, you simply need to invest in a tool that will broadcast the webinar for you.
Plus, webinars are more affordable for your consumers since the ticket price won’t need to be as expensive as an in-person event. They also won’t have to worry about traveling. They can tune in from the comfort of their own office. And of course, there won’t be a limit on the number of tickets you sell.
Besides the ease and cost-effectiveness of a webinar, they’re also great for providing valuable information that’s been tailored to the specific audience that’s in attendance. You can map out your webinar content based on their interests and needs and even target your sales pitch to them as well.
3. Email Marketing Campaigns
One strategy your business absolutely needs is email marketing! This is one of the best B2B account-based marketing examples to implement because email allows you to stay connected with your audience long after they’ve left your website. Plus, you don’t have to deal with the complicated algorithms on social media. Instead, you can reach them where it matters most: their inbox.
Consider creating a nurture sequence that gets sent out to new leads who have recently discovered your business. But you’ll also want to have a re-engagement sequence that can be sent out to past customers. This way, you’ll be able to stay top-of-mind, so they won’t forget about you for future purchases.
Even better? Segment your email list so you can send exclusive newsletters based on the interests of your subscribers. It’ll give them more reason to stay on your list when they get to enjoy the content that’s tailor-made just for them.
4. Website Personalization
Many B2B companies are turning to website personalization to create incredible experiences for those who visit their sites. You can create a custom, account-specific experience for certain segments of your audience. This will be presented to them instead of a generic web page, which is better because it can be personalized to their needs and based on where they’re at in the customer journey.
5. Paid Advertising
And finally, it’s time to make paid advertising part of your marketing budget. Out of all of these B2B account-based marketing examples, this is one you can’t overlook. For some companies, investing money in ads can feel a little intimidating. How do you know if you’re getting it right? How can you ensure you’re getting your money’s worth?
Well, the good news is that there are tons of resources online that will help you create more effective social media ads. Alternatively, you can hire an expert to tackle the job for you.
Either way, paid advertising is great because you can reach people as they’re scrolling on Facebook, Instagram, LinkedIn, etc. Not only that, but you can specifically retarget people who have visited your website or who are already within your customer base. Then, you can create tailored ads based on where they’re at in their customer journey with you.
Make Personalization Part of Your Account-Based Marketing Strategy
With so many B2B companies getting on board with website personalization, there’s never been a better time to move forward. You can create a tailor-made experience and present content that’s catered to the interests and needs of your audience. By working with Hushly, we can help you create unique and unforgettable experiences for everyone who visits your site with our user-friendly tools.
Deliver a personalized experience with Hushly by scheduling a demo today.