A business buyer is 5 times more likely to have personalization expectations than an average consumer, as per one of the State of Marketing Reports, published by Salesforce. But, as marketers, it can become truly difficult to provide personalized marketing efforts to decision-makers who are more in groups than individuals. However, with little and great account based marketing strategies, you can turn the tables and win the game.
Most Effective Account Based Marketing Strategies:
- Personalize The Experience Of Your Accounts On The Website
- Use Digital Ads to Target your Key Accounts
- Follow Your Account – Retarget!
- Segregate Customer Testimonials As Per Tiers
- Record More Videos
- Discover More Connections Through Other Staff In The Office
- Ensure You Create Highly Valuable Custom Content
- Create a Peer-to-Peer Campaign
- Use Social Data To Understand What Matters To Prospects
- Go Offline & Go Local
Now, what is ABM?
ABM or Account Based Marketing is a highly strategic approach toward prospects (aka Accounts) where efforts are focused on the customer base that is a good fit for the business.
To achieve higher results, ABM requires marketing and sales departments to work in close coordination. It is because more than 84% of companies agree that ABM gets you a higher ROI than any other type of marketing.
Get thorough insight into Account Based Marketing right here.
Now that you have a fair idea of what is ABM and familiar with the quick tips, keep on reading to find out the top 5 highly effective Account Based Marketing Strategies.
1. Personalize The Experience Of Your Accounts On The Website
Keeping in mind and understanding the role of ABM, it is important that it delivers high conversion rates. One of the smartest activities to achieve this is to customize and personalize the landing pages based on your analysis of the accounts.
As a marketer, you can create a custom landing page for accounts from every sector and directly get them there with your promotional activities. You can go to a higher level of customizations and even customize forms, images, and offers according to your accounts and contacts.
2. Use Digital Ads to Target your Key Accounts
Ads have worked as a proven medium to capture great data. Digital ads allow you to rapidly reach your target audience and deliver the target message.
Moreover, these ads are customizable and measurable allowing you to easily analyze performance. This way you can help your sales team to have in-depth data churning depending upon the performance you generate.
3. Follow Your Account – Retarget!
Retargeting is one of the finest ways to keep your prospective accounts engaged online. With some of the remarkable retargeting innovations, ABM has got a high boost.
The actual buying of a product happens much before the physical purchase of it. If you have won the mindset of your prospect, you’ve earned the client. Therefore, retargeting and staying on the top of the mind of your customer through account based marketing is the latest trend marketers are swearing by.
4. Segregate Customer Testimonials As Per Tiers
One of the smart strategies that can give birth to your multiple further strategies starts with segregating and putting together all the testimonials and need requests that you have received. Separating testimonials as per tiers is easy and somehow the needs generalize to such an audience.
Start by segregating testimonials, and then create stories that cater to such an audience. Also, to add to your ABM, you can get testimonials shot from different clients in such tier groups to add further value to your stories.
5. Record More Videos
In order to directly reach and connect with your TG, follow the path of sharing content with videos. Videos add a personal touch to your message and let your prospects connect seamlessly.
In this attempt, explainer videos are the best-suited content type for Account Based Marketing as they are made to directly address customer queries.
Another type of video that can help you establish yourself in the industry is the Leadership videos. Herein, you can talk about your expertise and problem-solving for that prospect.
6. Discover More Connections Through Other Staff In The Office
People around you might have connections that can be of your direct audience.
How about you start interacting more in your professional surroundings inside and outside your office, and seek the sales team’s help, even from those who are not in your immediate teams?
It is obviously a smart move to widen your spectrum of the target audience.
7. Ensure You Create Highly Valuable Custom Content
It is rare when you see an ad that is exactly targeting your business, and that is exactly the moment when you see a prospective lead converting into a client.
Invest a little more in the content of the ads, emails, letters, ebooks, and so on, that you’re sending out to your audience, this is a little step that can give better returns to all your investments.
Content plays a key role in communicating your message. Always spend some extra time getting those messages right to hit the right chord with the audience.
8. Create a Peer-to-Peer Campaign
Your sales team comes together with the marketing team to shoulder the load of filling up the pipeline with $$$$$ and ultimately closing them. But, when the customer lifecycle is longer than usual, it’s a great idea to involve those team members who generally don’t interact with your prospects.
What I mean is this – ask your COO to connect with the COO of your accounts, ask your Marketing Head to connect with the marketing manager of your accounts, fix up a meeting for your CEO (if he’s available) with the CEO or Founders of your accounts, and let your Finance Head get connected with the finance team of your accounts, and so on.
This tactic would help you build a web of connections with your accounts. And, during this process, the whole management team of your target account gets to know your team, professionally and personally.
9. Use Social Data To Understand What Matters To Prospects
Social media takes up a huge amount of time for the majority of us these days. Why not use it for the better?!
Identify the social media channels that every contact in your target accounts is active on. Study their profiles, their activities, the ideas they share, and understand what is important in their lives, even professionally.
This little activity might help your sales team to communicate with them on all channels.
10. Go Offline & Go Local
Going offline isn’t against a digital marketing and selling strategy, rather it just supports it. If you show your physical presence via any methods, you are in a position to strengthen the relationship further.
Be as creative to make those eyes turn. Just after you know online interaction has set the pace, organize an in-person meeting.
Try sending a direct mail, a hand-written letter, a face-to-face meeting in the prospect’s office, a personalized note on the prospect’s special day, and so much more.
As you have a brief idea now about account based marketing, which tactics are you planning to execute?
If you’re still thinking about account based marketing, set up a call with us, and let’s discuss what’s going in your mind. Our Impact ABM solution is what would be the right fit for your B2B enterprise.
Now is the time that Sales and Marketing to stop blaming each other, and get a cuppa coffee sitting at the same table, discussing strategies. Ultimately, the goal is just one – Get. Good. Clients.
Originally published on January 8, 2020. Updated on January 10, 2022.