Account-based marketing (ABM) isn’t exactly a new concept. However, it’s become a trending topic recently. It’s a strategy that focuses on targeting each individual’s needs and wants rather than trying to sell to an entire market at once. Account-based marketing campaigns are incredibly personalized, making them a powerful way to communicate with customers and build brand loyalty, which helps increase overall conversions. However, for those just starting out, it can be a bit of an overwhelming process. That’s why it’s essential to take a moment to understand the basics.
What is Account-Based Marketing?
Account-based marketing is a more targeted approach to marketing. The concept targets people who have already shown interest in your business and then gives you the ability to reach them directly with personalized messages.
This is only accomplished thanks to the heightened teamwork between your marketing and sales teams. Only then will they be able to make the most of their combined consumer information and identify accounts that are most likely to engage with the brand and close high-value deals.
Why It’s Becoming Such a Hot Topic Amongst Marketing Professionals?
Account-based marketing is trending because B2B brands implement targeted AMB campaigns to see a significant return on their marketing efforts.
According to Marketing Charts, compared to traditional B2B marketing initiatives, 50% of marketers who implement account-based marketing campaigns see somewhat of an increase in campaign ROI, while 26% see a significantly higher ROI.
Source: Marketing Charts
In another study, 91% of marketing teams stated that ABM campaigns also helped them increase their average deal size. That’s a significant increase in sales for the brands that adopt this strategy.
What Does an Account-Based marketing Campaign Look Like?
In its most basic form, an ACM campaign is made up of a series of components:
Targeting
The first and most crucial step in an account-based marketing campaign is figuring out your ideal customer. This goes beyond just demographics and delves into everything from company size and industry to company culture and the type of problems your brand solves. The more specific you are, the more effective you will be in your marketing efforts.
Engagement
After identifying who you want to reach with your account-based marketing campaign, it’s time to develop a strategy that effectively engages these individuals. The most important part of this step is knowing what type of content works. This will differ depending on who your target audience is. For example, social media marketing is a powerful tool for reaching younger audiences, whereas email marketing is a more effective tactic for reaching current and former customers.
Personalization
Personalization is key when it comes to account-based marketing. The content needs to be uniquely targeted to the individual, based on their specific needs and wants. This is where the marketing and sales teams come together to create a plan that will help your brand build a cohesive and targeted relationship with a specific consumer. This is what makes account-based marketing campaigns so successful.
Measurement
Once you’ve implemented your account-based marketing strategy and have your customers engaged, you need to make sure you can track the results. There are a variety of ways to measure the success of these campaigns. However, the metrics you choose should depend on the goals you’ve set.
Optimization
Finally, once you have some hard data and understand what your customers want and expect from your brand, you need to optimize your efforts. This includes tracking the necessary metrics, as well as continually updating and improving your account-based marketing strategies. This will increase the likelihood of your customers engaging in conversations that lead them to purchase your product or service.
Source: Hushly
4 Tips to Help You Get Started with Your Next Account-Based Marketing Campaign
To help you get the best results from your next ABM campaign, here are four tips to help you get started:
1. Set SMART Goals and Have a Strategy in place
Before you can dive into your next ABM campaign, you need to sit down with your team and devise a strategy. To do that, you also need to have a clear objective in mind.
That means you need to lay out clear goals and carefully define how and when you’ll reach them. SMART goals are an excellent way to outline each goal and ensure that they are attainable and realistic.
2. Create High-Quality, Comprehensive Content
High-quality content is key to account-based marketing. Once you’ve defined your objective, you need to figure out what content will best reach your target audience and what platforms you’ll use to deploy it.
3. Prioritize Personalization
The most successful ABM campaigns take the time to learn about your customers and the personalities who drive their buying decisions. This knowledge can then be used to personalize your marketing efforts, making your customers feel like they’re being cared for and valued. This approach also helps to build trust and relationships with your customers, which means more conversions.
4. Have a Post-Purchase Experience Strategy in Place
Even after your customers have purchased your product, your job isn’t necessarily over. In fact, it’s far from it.
You need to provide these individuals with a unique experience they’ll want to come back for so that you can maintain a long-term relationship with them. To do this, you need to continue to provide them with high-quality content, as well as personalized offers that keep them engaged with your brand.
Personalize Your B2B Account-Based Marketing Campaign with Hushly
Account-based marketing campaigns are a great way to build relationships with your customers and prospects. They allow you to target specific companies, identify their needs and desires, and create a personalized marketing plan that will engage those companies and attract them to your business.
Here at Hushly, we provide a platform for account-based marketing that is easy to use and extremely effective. We provide everything you need to create a successful account-based marketing campaign, including a powerful platform for creating custom campaigns, advanced segmentation tools, a customizable content management system, and more.
Curious how we can help your brand with your next account-based marketing campaign? Schedule your personalized demo today!
