Account-based marketing is a popular, highly-personalized B2B marketing approach. It sees organizations select a number of accounts or businesses they want to target specifically as a market-of-one. Businesses will identify key decision-makers within that organization, and focus on building professional relationships with them through a highly relevant and targeted marketing tactics. Where traditional marketing typically takes a ‘one-size-fits-all approach’ — ABM prioritizes targeting relevant, high-value accounts that are likely to convert. According to Alterra, 97% of marketers surveyed said ABM had higher ROI than their other marketing activities. If you’re thinking of getting started with ABM, it’s pivotal to get it right from the outset. We’ve put together 5 steps to help you tackle account-based marketing and start converting your ideal prospects into quality leads
Identify your target accounts
Account-based marketing provides marketers with the chance to reach out to their ideal customers. But, there are a number of things to consider before selecting a business to target. Conduct research and make use of your existing customer data to establish what your audience looks like, and the different groups that make it up. Identify the sectors or industries that are in need of what your business provides. Establish what size organization can afford your product or service. Highlight the demographic of your buyers. Then, you’ll have a clear understanding of the criteria a business needs to meet before you invest your marketing resources in them. Consider an effective segmentation strategy to help you identify the right businesses.
Establish your different messages
After executing a segmentation strategy, you should have a clear understanding of the audiences that are interested in your product and the business accounts you wish to target. Next, it’s time to develop key messages for each account or segment. When creating marketing messaging, consider that your unique selling point won’t be the same for every business you reach out to. Your messages need to be relevant to the reader — according to Smart Insights, 72% of consumers will only engage with personalized marketing messages. And so, you’ll need to tailor them accordingly. If you provide multiple products or services, remember that your audiences won’t all be interested in the same ones.
Execute your personalized campaigns
With your target accounts identified and key marketing messages established, the next step is to execute your highly-personalized campaigns. Target your accounts on the social media platforms they use the most, with content your audience is most likely to engage them. According to DemandGen, 95% of buyers choose a solution that provides them with content at every stage of the buying process. So, produce sector-specific content that highlights pain-points, provides business solutions and positions your organization as a leader in their industry. Send personalized offers and recommendations via email, and consider taking your communications offline with a direct mail marketing campaign or event. And remember, ABM can help you maximize your existing customers, too. Marketo found that 85% of marketers said ABM provided significant benefits when it comes to retaining and expanding existing client relationships. So, consider designing a customer retention-focused campaign using effective ABM personalization tactics.
Embrace personalization software for supercharged processes
Utilizing technology to support your ABM processes is pivotal for the ultimate results. Not only does technology support and streamline your processes, but it can also ensure personalization is seamless across every digital touchpoint. This is crucial, especially when we learn that 65% of buyers are frustrated by inconsistent experiences throughout their buyer journey, according to McKinsey. From email marketing and targeted digital advertising to personalized content marketing — every step of the buyer’s journey should be bespoke to them. Your website is often the final touchpoint before a target account makes a conversion — so why should it be any different to the rest of your campaign? Consider embracing innovative website personalization software to create the ultimate personalized user experience — no matter who lands on your website.
Test and measure
With well-planned, bespoke marketing campaigns running smoothly in the background, driving traffic to your site, it can be easy to leave them to run their course. But, for B2B marketers, monitoring processes, measuring success and making necessary changes are all crucial. Set targets and consider creating pipelines for each account to help you stay on track and ensure what you’re doing is working. Consider split testing your campaigns and personalizations to ensure you’re getting the best results possible. Remember, something as simple as the language you’ve used or the color of a call to action can be the difference between converting a customer and losing a visitor’s interest.
Webeo is a leading website personalization software that is revolutionizing B2B sites for the ultimate results. For an effective account-based marketing strategy, personalization is the final piece of the puzzle. The technology works by creating highly-personalized on-site experiences based on the visitor landing on your website. Thanks to a global leading database of business IP addresses, Webeo can identify the organization exploring your site and tailor their experience accordingly. Alter the imagery, language, content, greetings and calls-to-action displayed on your site to meet your visitor’s needs. Streamline your personalized marketing for the ultimate ABM results, improve CRO, reduce bounce rates and impress every customer, every time. Want to discover the power of personalization? Book your free demonstration today.