If you’re tired of “spraying and praying” with your marketing campaigns, it’s time you gave Account-Based Marketing (ABM) a shot. Many have come to describe this new approach to marketing as account-based marketing (ABM) instead of the original “shotgun” approach that you are accustomed to. The result? More personalized messaging, stronger relationships — and, most importantly, better results.
This blog will take you through what ABM is and is not. You are going to learn what it is, why it works, and the step-by-step process to put it into practice. By the end of this guide, you’ll know how ABM solutions can help you zero in on the areas where it counts most—delivering actual growth for your business.
What is Account-Based Marketing?
Account-Based Marketing is a highly focused business strategy in which a business considers and communicates with each lead or customer as its own market. Instead of casting a wide net, ABM focuses on creating single-customer campaigns to address the specific needs of a targeted company.
Think of it as inverting the traditional funnel. Instead of bringing in a variety of leads at the top of the funnel and qualifying them through the pipeline, ABM begins with high-value accounts as a central focus and develops a strategy to approach them head-on.
The reason that B2B businesses prefer this approach is because it enables marketers to focus their attention on accounts most likely to become revenue — which means doing a better job determining where their time and effort can be spent most effectively.
Key Components of ABM:
- Pursuing Individual Accounts: Rather than targeting a wide market, ABM is centered around a small set of high-value accounts.
- Targeted Campaigns: Message is customized to position specific pain points and requirements of the account.
- Marketing-Sales Coordination: ABM works best when sales and marketing efforts are aligned to engage and convert target accounts to closed business.
Benefits of Account-Based Marketing (ABM)
Account-Based Marketing is catching the eye of people across businesses and industries.
So why are there so many organizations aligning ABM to their marketing strategies? Due to the fact that it’s a data-driven approach with measurable, tangible outcomes. Here’s why ABM works so well:
- Higher ROI: ABM delivers better ROI than any other B2B marketing tactic — or so 87% of marketers claim. You may find that by targeting high-value accounts you no longer waste resources chasing less qualified leads.
- Tighter Sales and Marketing Integration: ABM is meant to bring your sales and marketing arms together. With the sharing of data and insights, both work together toward the common objective, creating a cohesive buying experience that accelerates target accounts through the buyer’s journey.
- Individualized Consumer Interactions: ABM revolves around personalization. Custom messages create trust and solve particular problems faced by each account so it’s easier to close leads.
- Efficient Resource Allocation: With ABM, your team is strategically deploying resources where they have the most potential. This way, you ensure that your small budget and manpower is utilized efficiently and yields results.
- More Durable Customer Relationships: Prioritizing every account is the key to building stronger relationships with the most important decision-makers. These relationships result in loyalty and lifelong business relationships.
Step 1: Finding And Selecting Target Accounts
First, create a list of your target accounts, then:
The cornerstone step of any ABM approach is to choose the accounts you wish to go after. But, how do you prioritize your list of potential clients and concentrate on the accounts likely to produce the most upside?
How to Spot High-Value Accounts:
- Create Your Ideal Customer Profile (ICP): Describe the parameters which make a good account – e.g., industry, company size, revenue, location.
- Assess Your Existing Client Base: Identify commonalities from your most successful clients. Leverage this information to refine your target account list.
- Leverage Data Tools: Leverage technology such as LinkedIn Sales Navigator, HubSpot, or ZoomInfo to zero into the accounts which are best fit for your ICP.
- Collaborate With Sales Teams: Sales teams know who the most promising accounts are. Leverage their insights as you construct your list of targets.
Step 2: Generating Tailored Content for Each Account
Now that you’ve identified your list of target accounts, the next logical step is to create content that speaks directly to their specific wants and needs.
What to Include in Personalized ABM Content:
- Know What It’s Like to Be Your Customer: Speak with sales reps, find out what challenges the company faces and what their goals are.
- Tailor Messaging: Put all that information to good use by creating campaigns that are aimed at showing how your business can in fact solve their problem specifically. Avoid generic language.
- Present the Content the Way It Should Be Presented: From a personalized email to a case study or perhaps a webinar, make sure that content formats are aligned with the way that the account prefers to consume content.
Personalized ABM Content Examples:
- Personalized Case Studies: Show reinforcement from success stories of other vendors in a similar field.
- Specials: Offer value to your guests through account-specific discounts or specials.
- Interactive Offerings: Host private webinars or build demos based on account.
Step 3: How Will You Measure the Effectiveness of Your ABM Strategy?
You’ve identified and reached out to your target accounts, then delivered personalized content, but how do you know if your ABM campaign is actually working? Success measurement is essential in ABM to be able to keep improving along the way.
Key Metrics to Evaluate:
- Account Engagement: How are your targeted accounts interacting with your campaigns? Monitor open rates, clickthroughs, and webinar attendance.
- Pipeline Velocity: Monitor how quickly these accounts are moving through your sales funnel after being exposed to ABM campaigns.
- Revenue Growth: Monitor your ABM-targeted accounts’ revenue and be accountable.
- Return on Investment (ROI): Compare the expense of ABM campaigns to the revenue generated to check if it’s really worth your effort.
Fuelling Growth with Account-Based Marketing
Andrew Maff, Director of the TSI Group, a B2B-focused digital marketing agency, explains how, because of its ability to hone resources, custom-tailor experiences and strengthen relationships, ABM is one of the most powerful tools a B2B marketer can have in their tool belt. It’s not just a fad, it’s a real game changer for businesses seeking to supercharge their marketing reach and ensure continuous growth.
But by sticking to the basics of Account-Based Marketing outlined in this guide, you can be prepared to deliver targeted campaigns with real impact. No matter if you’re a beginner or honing your approach, in the world of B2B, ABM provides boundless opportunities.
Take the plunge and supercharge your marketing
