In recent years, account based marketing or ABM is getting extremely popular. Bloggers, market research firms and vendors are fueling a resurgence in ABM’s popularity. In simple terms, ABM is a structured approach to implementing and developing highly customized marketing campaigns to partners, prospects and accounts. This simple approach involves sales and marketing taking a closer look at some key business issues facing the actual target, tailoring campaigns, mapping them to individuals and so on.
Develop Prospect Specific Offers
The key to account based marketing is personalization and relevance. It is likely that you come across a small number of target accounts in an ABM program. Therefore, offers and campaigns need to deliver really higher conversion rates. Thus, it is important to personalize your content marketing efforts. You need to create some excellent offers, specifically designed for particular target accounts.
Retargeting Can Keep Your Brand in Front of Other Accounts
Retargeting is the best way to engage a specific account. Employees from this account will be able to consume online content. In recent years, there have been some excellent retargeting innovations. Most of these are applicable to high quality ABM programs. Some companies have Targeting offerings and Account-based insight which uses IP addresses to identify a vendor’s crucial target accounts. When these accounts visit a website in the network hosting particular advertisements, they are shown the vendor’s advertisement.
Personalizing the Account Experience on the Website
Since account based marketing has a targeted nature, it is very important that ABM programs deliver higher conversion rates. Personalizing your landing pages can be a very effective strategy for accomplishing this task. Marketers need to create account specific landing pages which display customized images, copy, forms and offers depending on the account or person who is visiting the page.
Social Intelligence to Understand Needs and Preferences of Prospects
As mentioned earlier, the key to ABM is personalizing communications on the basis of current challenges and initiatives. Since business organizations evolve quickly, smart vendors always try to monitor trigger events and changes directed at target accounts.
One common method is to subscribe to public information, like Google Alerts. This can help you understand everything that’s been happening at a company level. Another effective strategy is to monitor social activity. Unlike PR-driven posts or press releases, social data helps you uncover what key prospects prefer and care about.
Building a List of Role Based, Legitimate Contacts
There are many vendors who create relevant lists on the basis of responsibility or role. These lists can guarantee that a contact is still active. Such lists allow account based models to integrate the company’s database with appropriate contacts. At times, titles are insufficient to provide extensive information.
With a relevant role based list, a company can easily ask for specific roles like an employee in charge of IT infrastructure’. Unfortunately, most business organizations seed the database with a huge number of names without considering data quality. Although this techniques might work, it is less efficient. Your employees will have to spend a lot of time hunting down relevant roles.
These were some of the most effective account based marketing tips for business owners. With these tips, your efforts will definitely yield positive results.