Account-based marketing strategy is one of the most effective methods in lead-generation efforts.
The main goals of marketing campaigns in the B2B segment are to attract potential customers and long-term growth in business profits. And account-based marketing tactics allow you to expand the possibilities and enhance the effectiveness of the company’s overall marketing strategy in this case.
Therefore, let’s take a closer look at what account-based marketing is, its benefits, and what useful practices you can use in your strategies to achieve your business goals.
What Is An Account-Based Marketing
Conceptually, ABM is a marketing practice where efforts are focused on key target accounts instead of a broad target audience, as in most campaigns. Here, the sales funnel gradually narrows as it moves forward. Thus, account-based marketing is a more personalized and targeted campaign.
To perform ABM tactics, marketers consider the valuable customers of the organization individually. This usually means a personalized individual approach and tailored content to the needs and problems of a particular account.
The goal of the ABM strategy is to improve the quality of the pipeline and promote customer retention by increasing conversion rates as well as the organization’s revenue.
Among the main benefits of account-based marketing and Drupal ABM tactics are to improve the relationship and trust between the client and the business, thereby strengthening the efforts to attract leads and attention to your brand.
The Best Account-Based Tactics
Here are some of the most efficient practices to apply in account-based marketing and lead-generation efforts.
Targeted Accounts Identification
Analyzing your customer base is the starting point when planning your marketing campaigns, as it is essential to determine the characteristics and profiles of your accounts, as well as identify the most valuable customers for your business. This approach allows you to identify accounts associated with your products and services.
Once analyzed and determined, you can create personalized content and deliver it across multiple channels. The main thing is that the content matches the needs and problems of your target accounts to generate interest and encourage action.
In addition, understanding your accounts helps you build relationships and interact with key decision-makers in organizations of interest to you.
Align Your Teams
The distribution of roles and responsibilities is fundamental to creating account-based marketing strategies. In the case of ABM tactics, it is crucial to ensure alignment of both marketing and sales teams.
Your teams need to have a deep knowledge of the customer persona as well as a clear understanding of the plan and who the target client is. Also, there should be a RACI between teams so that employees know who is responsible for what. This approach allows us to effectively achieve the set goals of the campaign and also provides space for consultation and information to avoid mistakes and coordinate all actions.
Interaction model and alignment between teams are key to successfully executing a marketing strategy.
Build Relationships
Building trust is one of the main principles in B2B lead generation. After all, it is important here that not only your brand is interesting, but also credible. And the best way to do this is to build relationships with buyers from target accounts.
To do this, it is worth creating and distributing personalized content through different channels. The main purpose of such content is to grab attention, be interesting, and meet the needs of your customers, giving them an understanding of how your products or services can help them solve their problems.
Customers’ Monitoring And Retargeting
While it’s not a key practice when it comes to account-based marketing, it’s still a valuable tool to amplify your efforts. By taking the approach of monitoring and retargeting your customers, you can better track the effectiveness of your tactics to determine strengths and weaknesses and understand your opportunities. This allows you to improve the quality of your content and ads to achieve the desired response from target accounts.
Use Personalized Offers
B2B account-based marketing is about a personalized approach to each potential client. That is why it is so critical to include personalized offers.
This requires a deep data analysis to determine those products and services that best meet the needs and desires of the client. The value of this approach is that it helps you create relevant, personalized content and offers, which greatly increases your chances of a successful conversion.
Use Targeted Advertising
Targeted online advertising is one of the most common practices in ABM.
The main objective of this approach is to create advertising that is tailored to the specific needs of a particular client.
For this purpose, data analysis is also used to determine the most effective channels for targeting and attracting an audience. By knowing which channels are the best option for distributing content, you can provide accounts with the right content promptly to meet your goals and increase the effectiveness of your marketing campaign.
The Main Benefits Of ABM
Using ABM tactics brings several advantages to businesses, enhancing their customer retention and lead-generation efforts. The key benefits of account-based marketing include:
- Higher ROI. By focusing marketing efforts on specific accounts that provide the most value, an organization can noticeably improve its ROI.
- Improved sales cycle. Through personalized and targeted efforts, an organization can better meet customer needs, thereby building trust and improving its sales cycle.
- More efficient marketing. By focusing on fewer customers, organizations can improve their sales and marketing efforts, as well as reduce the cost of attracting new customers, making their marketing strategy more effective.
- Higher customer engagement. With a personalized and targeted approach, ABM enables organizations to capture leads faster and retain their attention, which increases the chance of conversion.
- Customer retention. By focusing on the most valuable target accounts, an organization can benefit from more efficient lead generation and improved customer retention, thereby increasing revenue and optimizing marketing time and costs.
