There’s no denying that Account-Based Marketing (ABM) is hot, and it’s been that way for some time. Rather than focusing on volume and spreading campaigns far and wide, ABM allows companies to build individualized campaigns that resonate with buyers. In the age of data-driven everything and the push to prove ROI, the importance of keeping up with account-based marketing news cannot be overstated for organizations looking to stay ahead.
The blog takes on the most recent ABM trends, the benefits of seasonal campaigns to your site, successful use cases, and even provides answers to common issues. Whether you’re a first-time campaigner or seasoned pro, these tips can help you hone your ABM strategy.
The Newest in Account-Based Marketing
ABM Continues to Evolve
There have been many changes in technology and consumer attitudes recently, all of which change the game when it comes to ABM. Here to discuss some of the latest developments in ABM is Dave Rigotti, head of the Marketo ABM team.
Scaling Hyper-Personalization
No longer are we confined to boring, mass mail email designs. Today ABM is known to go hyper-personalized with modern technologies such as AI (artificial intelligence) and ML (machine languages). With tools like LinkedIn Campaign Manager and HubSpot, marketers are able to create highly personalized experiences based on previous engagements, purchase history and even user behavior data.
For example:
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AI-based platforms are capable of creating unique outreach emails written to specific roles in an account.
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Predictive analytics can enable sales teams to focus on prospects who are most likely to convert.
The Rise of Multi-Channel ABM
Developed ABM tactics no longer rely on single channels and call for greater involvement. That means meeting potential clients where they already spend their time. Touchpoints like LinkedIn, bespoke website landing pages, email, and video marketing have become the norm the days. Video outreach has, in fact, gained traction, and according to statistics, video campaigns feature 33% greater engagement rates than text-based outreach.
Data-Driven Account Selection
The gut-instinct era of prospecting is a thing of the past. Choosing high-value accounts is now more data-based at companies. Maheshwari: Platforms such as Salesforce and Terminus offer strong account selection capabilities with intent signals, demographic information, and behavioral analysis feeding into it. This way, marketing activities are targeted exclusively to the accounts with the best ROI potential.
ABM Marketing Strategies, Seasonal Marketing Ideas for ABM marketing Strategies
Holiday Gift Campaigns
“Thinking outside of the box and sending something that is carefully chosen specifically for the recipient can stand out in a positive way,” says Bonnie Monahan, CEO of Chicago-based marketing and public relations firm The Monahan Agency. For example, a high-end coffee company could mail custom coffee kits to its highest-quality leads thanking them for their time.
End-of-Year Reporting Content
By only amassing content that is valuable based on your specific accounts (like industry reports and financial guides on trends of the year), you can ensure you focus on what’s important. Agencies focused on insights will find these resources especially useful as they re-evaluate new fiscal planning.
Event Targeting
If there are major trade shows or conferences for your industry (such as tech’s CES), develop campaigns to target accounts that will be credit attending those events. Offer individualized ads or emails communicating that you will be there and proposing to meet on site.
Placing a campaign in the context of an audience’s particular situation, businesses can revive the data their ABM efforts are built upon.
Seasonal Focused ABM Campaigns that Succeed
Meridian Software Case Study
Meridian Software, a proponent of project management tools did a novel Thanksgiving promotion. They researched the employees at their top 50 accounts on LinkedIn and sent handwritten “thank-you cards” because of the results achieved. Together with a custom offer, they were able to achieve a 25% boost in account activity in just a month.
Case 2: B2B Health Tech Solutions
B2B Health Tech Solutions by Brought to you by the letter targeted healthcare providers during the back to school season. They parsed out demographics to understand needs at each account and made webinars that centered on how to budget for coming technologies. This split together with year-end discounts resulted in an increase on ROI by 40% versus the last quarter.
The Difficulties of ABM and How to Overcome Them
Challenge #1 Disconnection Between Marketing and Sales
Solution
Institute a robust SLA among teams. The more it is the better defined the less confusion and conflict and a greater common focus on account success.
Challenge 2 – Personalization at Scale
Solution
Leverage AI-powered technologies such as Demandbase or Pardot to automate scalable personalized outreach campaigns. With such tools, you can divide your audience and form hyper-focused touch points without doing things manually.
Challenge 3 – Measuring ROI
Solution
You can also invest in analytics tools such as Marketo or Terminus which provide full attribution tracking. With clear data from initial interaction to close, you can constantly tweak your approach based on what works.
Lessons Learned and Prospects of ABM
ABM is reshaping B2B marketing by enabling marketers to direct their resources at the high-value accounts that contribute the most revenue. Being aware of account based marketing news and incorporating the latest tools and tactics has moved from added value to must have.
Takeaways to Remember:
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Personalization, data and tech are the secrets of every ABM campaign success.
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Seasonal promotions can generate opportunist market opportunities.
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Pre-empting the common pitfalls will also make certain you get the ball over the line.
Looking Ahead
Turning to the future, ABM is set to get even more potent as AI matures even further. Marketers who can constantly reinvent and be open to new ideas will set the benchmark.
Discover how New Seasons Market catering services blend local flavors with seasonal demand to enhance customer experiences.
