Why your business needs an account-based marketing approach

B2B account-based marketing is a popular, personalized approach to acquiring new business and retaining high-value, loyal customers. If you want to see supercharged results — from driving more revenue to converting more leads than ever before, your B2B organization should consider implementing an ABM approach. But, how does it vary from traditional inbound marketing? Has it seen proven results? And, how do you get started? We’ve answered these questions to help you decide whether account-based marketing is the right choice for you. And, we’ve pulled together the stats for proof — so, if you’re looking to convince another member of your team on the value of ABM, we’ve got you covered! 

Traditional inbound marketing vs ABM

The key difference between inbound marketing and ABM lies in the audience being targeted. Where account-based marketing works on a one-to-one marketing basis, inbound casts the net a little wider — drawing in a variety of customers. But remember, one approach doesn’t have to trump the other — in fact, inbound and ABM can work in harmony for an all-encompassing marketing strategy that sees impactful results across the board. Use inbound marketing to generate leads and gain insight into who is interested in your products, services or brand, and then select accounts to target with highly-personalized content as part of an ABM approach.

ABM in stats

Still not convinced about an account-based marketing strategy? Here are the stats to prove just how pivotal it could be to your future business success. From proving ROI fast to aligning your teams, discover why ABM is a must.

 

  • Your target audience is made up of B2B buyers and key decision-makers. And, they want a seamless, personalized experience — McKinsey found that 65% of buyers will come away from the buyer journey frustrated by inconsistent experiences.

  • If delivering strong ROI is important to you, then ABM should be considered in your business plan. According to ITSMA, 87% of B2B marketers have agreed ABM delivers a higher ROI than other marketing activities.

 

  • This makes sense when we learn that SiriusDecisions found 91% of organizations using ABM were able to increase their average deal size.

 

  • And, when it comes to keeping up with your competitors, ABM is a must — in fact, SiriusDecisions found more than 90% of marketers believe ABM is essential to B2B marketing.

 

  • 85% of marketers said ABM significantly benefited them in retaining and expanding existing client relationships, according to Marketo. So, consider applying an account-based marketing approach to your customer retention strategy.

 

  • Driving more revenue is likely one of your biggest goals — and ABM can help you do this. According to FlipMyFunnel, businesses using ABM generate 200% more revenue for their marketing efforts compared to those that don’t.

 

  • Aligning your teams can significantly impact your business for the right reasons — including helping your team achieve more wins. Marketo found that businesses using ABM become 67% better at closing deals thanks to aligned teams.

 

  • Account-based marketing is a long-game, but will lead to great results in the end. DemandBase found organizations that have been using ABM for at least one year have seen a 10% increase in revenue.

 

  • If you struggle to generate engaged leads, a personalized marketing approach like ABM can help. According to Act-On, 66% of organizations say a key benefit of ABM is an increase in pipeline opportunities.

 

  • For B2B tech marketers, developing an ABM strategy is the second biggest priority according to Spice Works — so, marketers in the B2B technology world should be prepared to adopt ABM to keep up with others in their industry.

How to get started with ABM

Your account-based marketing process needs to be well-planned, clearly outlined and based on data. Before you get started, you need to look at your existing customers. What industry are they from? What is the size of their organization? How much revenue do they generate? Gaining an understanding of your existing customers can help you identify target accounts that make sense for your account-based marketing campaigns. Then, it’s time to identify how to reach them. Find out what channels they use and the kind of content they want to see — then, create highly-targeted campaigns based on this data. Your approach should be seamless from the first piece of marketing content your target sees, through to the website they land on to make a purchase.    

Webeo is a leading website personalization software that is transforming B2B websites and supercharging ABM campaigns. The tool works by creating bespoke website experiences for each of your site visitors based on their IP address — utilizing the global leading database of business IP addresses. Users can tailor the language, imagery, content, greetings and calls-to-action that are displayed on their website to meet the needs of their visitors — helping create the perfect website for every visitor, every time. Boost conversions, reduce bounce rates, supercharge SEO rankings, and impress key decision-makers. Discover the power of personalization and book your demonstration today.

What are the most effective account-based marketing activities?

Personalization is the future of B2B marketing. According to Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. And, Segment found that 71% feel frustrated by impersonal experiences. So, it’s easy to see why personalized marketing strategies — like account-based marketing (ABM) — have grown so popular in the B2B world. By identifying a number of key accounts and targeting them with bespoke communications, businesses offer the ultimate in personalized approaches. When it comes to executing ABM effectively, it’s important to use a variety of engaging marketing tactics. Let’s explore some of the most successful ABM activities for the best results.

Account-based marketing content

Content marketing is huge — according to Marketing Profs and the CMI, 63% of businesses don’t have a documented content strategy. And, it’s not going anywhere — with predictions from Core DNA suggesting that in 2020, dynamic, personalized content will ‘get a shot of steroids’. This makes perfect sense when we learn that, according to Retail Touchpoints, more than a third of consumers believe that brands should offer more personalization in their marketing. So, don’t dismiss the power of highly-personalized account-based content marketing as a key part of your strategy. Conduct research, identify what your target audience and key decision-makers want to see, and provide them with content that positions you as a first-choice leader in their industry. This could be anything from engaging, quick-read blog posts and downloadable eBooks to informative online videos and educational webinars. 

Direct mail

While the digital world should be at the heart of your strategy, that doesn’t mean traditional marketing methods should be disregarded. In the B2B world, professionals spend so much time online — according to Pew Research, 77% of adults go online every day. This can make cutting through the noise a little more tough. So, consider introducing a direct mail campaign into your account-based marketing approach to stand out. Think creatively — what will capture the attention of your key accounts? What will they get a genuine use out of? Show you understand their needs and put a creative, cleverly-branded spin on a practical gift with your own color scheme and messaging. This way, your organization will be at the forefront of their minds, even when they don’t realize it!

PPC

Including a digital advertising budget in your account-based marketing plan is a must. Especially when we learn that 65 % of all clicks made by users who intend to make a purchase go to paid ads, according to WordStream. And, New Media Campaigns report that paid search results gain 1.5 times as many conversions from click throughs as organic search results. While the majority of ABM content will go directly to your target accounts, consider the overall buyer journey and prevalence of online research. Remember, for an ABM target to convert, they need to know who you are. Online advertising helps raise awareness of your brand, increasing trust and enhancing reputation.

Social

When it comes to account-based marketing channels, social media is a key player in driving traffic to your site, content, and promotional offers, as well as generating a hub of engaged followers. According to the International Data Corporation, 75% of B2B buyers use social media to make purchasing decisions. Connect with key decision-makers on their most-used platforms, and use social to get to know your buyers and their industries. What are they sharing? What is trending or topical in their industry? Tailor your output to meet the needs of your ABM accounts, and speak to them specifically. Share relevant case-studies, run targeted social media adverts and engage in conversation with industry, business or account influencers. 

Website personalization

Traditional, static business websites no longer make the cut when it comes to securing ABM success. They are already behind the curve when compared to B2C websites — so, don’t risk falling further behind! If your B2B account-based marketing strategy focuses on providing a highly-personalized and relevant marketing experience, then a one-size-fits-all website could be preventing your visitors from converting. A personalized marketing approach should be seamless from start to finish — prioritizing your target accounts and their preferences at every stage. According to InstaPage, marketers personalizing their web experiences see an average of a 19% uplift in sales. And, personalized homepage promotions influence 85% of consumers to buy. Could on-site personalization be the missing piece of your ABM puzzle?

Webeo is a leading website personalization software that is revolutionizing B2B websites as we know them. The innovative tool works by utilizing a global leading database of business IP addresses — transforming your previously static website into a bespoke online experience in real-time, based on the visitor. Tailor the language, content, imagery, greetings and CTAs that appear and create the perfect website for every visitor, every time. Boost your conversion rate, reduce bounce rates, increase overall engagement, watch your SEO soar and impress your ABM targets with the power of personalization. Want to see website personalization in action? Book your Webeo demonstration today!

Account-based marketing best practices in 5 easy steps

Before you get started on any new marketing venture, it’s important to be clear on exactly what it is, why you’re doing it, and the best practices to achieving great results. Account-based marketing is a successful, highly-personalized approach to marketing that sees organizations identify a number of target accounts, and reach out to each of them as a market-of-one. ABM yields fantastic results — ITSMA found that almost 85% of marketers say ABM outperforms other marketing investments. And, it’s growing in popularity, too — even back in 2017, 90% of marketers said they were using ABM, according to Flip My Funnel. So, to keep up with competitors and watch your marketing measurables soar, give ABM a try! We’ve put together some best practices to help you execute the ultimate account-based marketing strategy.  

Start with segmentation

An account-based marketing plan acts as a great opportunity to gain an understanding of your wider audience. Consider executing a segmentation strategy — this sees businesses split their customer base into smaller groups or ‘segments’ that make it up and use this insight to establish future target accounts and potential customers. Your product might be immensely popular in the telecoms and healthcare sectors, for example. But, these two industries will respond best to different content and use your product for different reasons. Segmentation can be really effective — in fact, Mail Chimp discovered that segmented emails produced a 14.31% higher open-rate rate than those that weren’t segmented, as well as more than a 100% increase in number of clicks.  

Sales and marketing integration

According to McKinsey, 65% of buyers will come away from their buyer journey frustrated by inconsistent experiences. So, before you embark on your ABM journey, it’s crucial to ensure your sales and marketing teams are fully aligned and on the same page. Both teams should be working towards common goals — so, consider implementing a set of common KPIs and encouraging collaboration where possible. Remember, organizations that offer a seamless experience from start to end achieve the best ABM outcomes. In fact, Act-On discovered that sales and marketing alignment delivers, on average, a 36% improvement in customer retention and 38% higher sales-win rates.

Create tailored content for every stage of your buyer’s journey

Different target accounts will require you to use a variety of account-based marketing tactics. Weaving personalization throughout everything you do is pivotal to ABM success — and creating content for multiple audiences, multiple use-cases, and multiple stages of the buyer journey is a must. According to CEB, individual stakeholders who perceived content to be tailored to their specific needs were 40% more willing to buy from that supplier compared to stakeholders who didn’t. Decision-makers will have their own preferences, and industry-wide trends should be taken into consideration. So, identify the channels your audiences engage with — from social channels to email marketing — and create informative, industry-specific content that they want to see — whether that be downloadable eBooks or a B2B blog.   

Prioritize customer experience

You should now have your target accounts identified, your sales and marketing teams working together efficiently, and hordes of high-quality content ready to share. All of these elements will help you take on a customer-centric approach, focusing on providing unbeatable customer experience. This is pivotal to your future success — Walker discovered that 86% of buyers would pay more for a better customer experience. But, prepare to be supportive even when your target account doesn’t automatically or overtly display interest — according to Demand Metric, only a quarter of buyers reveal their interest to vendors at the early stages of the journey. Remember, ABM is about showing your target accounts just how valuable they are!

Embrace personalization technology

ABM Personalization is a trend that’s growing fast. According to AdAge, one third of marketers said personalization is the capability they want to prioritize in the future. If you haven’t already introduced a personalized approach to your wider marketing strategy, you risk falling behind the curve and losing out to competitors. If you’re looking to turbocharge your strategy and see enhanced results, marketing technology is the answer. In fact, CMSWire found that marketing technology spend is now higher than advertising spend for organizations. Whether you’re looking to speed up processes, streamline teams, or create mass personalization — there’s a technology to support your strategy.

Webeo is a leading website personalization software transforming static B2B websites into bespoke and engaging online experiences. Utilizing a global leading database of business IP addresses, the tool works by tailoring your site in real-time based on the organization your visitor has come from. Users can edit the language, imagery, content, greetings and calls-to-action that appear on your site, enabling you to create the perfect website for every visitor, every time. Boost conversion rates, reduce bounce rates, improve customer experience, supercharge your B2B account-based marketing and yield better results than ever before. Discover the power of personalization for yourself and book your free demonstration today!

Executing the account-based marketing process

Account-based marketing is the ultimate B2B personalized marketing strategy. It gives organizations the opportunity to get in front of their dream clients and provide them with a one-to-one marketing experience. This highly targeted approach sees great success rates — in fact, according to Marketing Profs, organizations with ABM in place generate 208% more revenue for their marketing efforts. And, 84% of marketers say it’s effective in helping retain and expand existing client relationships too, according to Alterra Group. But, to achieve ABM success, you need a clear process in place to yield the best results. Remember, for any new business strategy to work, your organization needs to be a well-oiled machine. It’s time to get your process ironed out for the best outcomes.

Account-based marketing research

Before you start trying to implement an account-based marketing strategy, it is key to conduct research to gain the information you need. While ABM presents a chance to impress the accounts you’d love to work with, ensuring they are likely to convert into customers is a must. So, look at your existing clients as a starting point. What industries are they from? What demographic do their decision-makers fall under? What size organization are they? And, how and why do they utilize your product, services or business? This research will help you go on to identify similar accounts that will have a genuine need or interest in your product.

Aligning your teams

After you’ve identified a series of key accounts you want to target, it’s time to ensure your teams are working together as part of a fully-aligned approach. B2B marketers and salespeople are famously disjointed — but a fragmented and inconsistent experience could be the cost of your key accounts losing interest! According to PwC, a third of customers will leave a brand they love after just one negative experience. And, 92% will abandon the organization after two or three negative experiences. By ensuring your sales and marketing teams are on the same page —working towards a set of clearly defined business goals and prioritizing customer experience — you increase your chances of turning your target accounts into high-value clients.

ABM data

With your teams aligned, ready to work in harmony to achieve ABM success, it’s time to utilize the data you need to create personalized experiences. Remember, a personal approach matters — according to Fresh Relevance, even basic personalization can produce an 8% uplift in sales. And, Salesforce discovered that 38% of consumers won’t return to an online retailer that recommends that don’t make sense to them. So, it’s time to put personalization at the heart of what you do and use insight to help you get there. Where do your target accounts’ key decision-makers spend time online? What kind of content are they reading? Would they prefer to read a series of blog posts about trending topics in their industry? Or, would fast-paced social media videos be more impactful? What kind of buyer are they? All of this information can help you stay ahead and create bespoke experiences for each account.

Account-based content marketing

Content marketing is a B2B marketer’s secret weapon. According to The CMI, 72% of marketers say that content marketing increases engagement and number of leads. But,

according to Smarter HQ, 72% of consumers only engage with marketing messages that are personalized and tailored to their interests. So, apply this to your ABM strategy. With your target accounts identified, your teams aligned, and hordes of data at your fingertips, it’s time to execute a series of personalized content marketing campaigns. You should already know what platforms they spend time on and have an idea of the kind of content they’re looking for. Get creative, be personal, and provide valuable content at every stage of their buyer journey. And, remember, personalization technology is available to help make your process easier and enable you to execute mass personalization.

When it comes to executing ABM, your personalized marketing experiences need to be seamless. With highly-targeted, bespoke content creation underway, what’s the next step? Each social post, downloadable eBook, blog post or promotional email should drive your target account to the same place — your website. But what happens when they get there? If the site they land on is impersonal and irrelevant to them, they’ll likely exit quickly. With an engaging marketing experience and a personalized sales approach in place, why should your website be any different? For the ultimate account-based marketing experience, your website should be the final piece of the personalization puzzle.

Webeo is a leading website personalization software that transforms static B2B websites into highly personalized online experiences. The software works by tailoring your website in real-time based on the visitor, creating a bespoke and highly-relevant experience from the moment they land. Webeo utilizes a global leading database of business IP addresses, which means that the tool recognizes the organization your visitor has come from — greet them by business name, present relevant content, tailor the language and imagery used to meet their needs and create the perfect website for every visitor, every time. Discover the power of website personalization and book your free demonstration today.

3 tips for successful account-based marketing campaigns

Account-based marketing, or ABM, is a tried and tested approach to personalized marketing for B2B organizations. Businesses will identify key accounts they want to target as a market-of-one, assign an account lead or manager to that organization, and execute a highly-personalized marketing approach based on building relationships with decision-makers. According to ITSMA, 80% of marketers say that ABM outperforms other marketing initiatives. And, SiriusDecisions found that 92% of B2B marketers worldwide consider ABM ‘extremely’ or ‘very’ important to their overall marketing efforts. If you’re considering implementing an account-based marketing strategy, to get the most value from it, you need to get it right. We’ve put together three tips for successful ABM campaigns.

Identify high-value, relevant targets that are likely to convert

Before you get started with account-based marketing, you need to have a clear understanding of your customer base. Think about who your existing customers are — what industries are they from? What size are their organizations? As a B2B organization, it’s likely your products or services are appropriate for multiple sectors, not just one. Get to know who your decision-makers are — what demographic do they fit in? What buyer behaviors do they exhibit online? Discover what they like and what they don’t by conducting research and utilizing existing data. Then, it’s time to look for similar businesses that are likely to convert to customers — ensuring they have a genuine need for your product and an appropriate budget in place, too.

The more you know about your potential customers, the better chance you have of designing successful campaigns. Remember, if you don’t feel you have the necessary resources in place for a one-to-one account based marketing approach, segmentation offers you a scalable solution to ABM. Not every organization has the budget, time or team available to reach out to specific organizations with individually targeted marketing materials. With a segmentation strategy, businesses can split their audience into ‘segments’ that share similarities and target these smaller groups with relevant content. Similarly, mass personalization — as provided by innovative personalization tools — enables users to personalize to website visitors on a mass, or in some cases infinite scale, utilizing data and technology.

Align your teams for the best results

According to Sirius Decisions, 91% of those with an ABM program in place said they were aligned with sales — whether that be ‘moderately’, ‘somewhat’ or ‘tightly’ aligned. This makes sense when we discover that organizations are 67% better at closing deals when sales and marketing teams are in sync, according to Marketo. For your ABM efforts to achieve the best results, your teams need to be entirely aligned and working towards common goals. Marketers and salespeople are famously disjointed — often having different targets and priorities. While their day-to-day jobs may be different, when it comes to account-based marketing, your teams need to be entirely on the same page. Consider establishing business-wide goals, setting regular reviews and utilizing software to ensure accounts are being appropriately nurtured with no confusion or overlap.

Create a seamless personalization experience

With key accounts identified and your marketing and sales teams working together to achieve their objectives, it’s time to decide what account-based marketing tactics you’re going to use. Start by discovering where your target accounts and their decision-makers spend time online — are they active on Twitter or do they have a strong LinkedIn presence? Would they prefer to read a B2B blog or access downloadable eBooks via email marketing? When it comes to securing ABM accounts, this matters! Once you know what content to create and where to share or promote it, you need to weave personalization seamlessly through your content, ensuring everything your target account reads or sees is relevant to them.

Start with your marketing materials — write content that focuses on their business pain points, sector-specific issues or trending topics within their industry. This will help position you as a leader and help ensure you are the obvious choice when it comes to selecting a vendor. Embrace technology to ensure communication is consistent and personalized across all channels — including your business website. With highly targeted campaigns driving your target accounts back to your website, it needs to be the digital hub of your business. Ensure your user journey is bespoke all the way through — from the first piece of marketing material they receive, through to the final steps of making a purchase.

Webeo is an innovative website personalization software tool that is revolutionizing B2B websites. Utilizing a global leading database of business IP addresses, the software works by creating real-time, bespoke on-site experiences based on your website visitor. With Webeo, users can edit the images, language, content, calls-to-action and greetings displayed on your website. This highly-personalized experience is the final piece of your ABM puzzle — helping users create a seamless, relevant experience for their visitors across every digital touchpoint. Boost CRO, enhance customer experience and create the perfect website for every visitor, every time. Discover the power of website personalization and book your free demonstration!

Account-based marketing framework: the 5 steps of ABM

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.  

10 outstanding account-based marketing examples

Account-based marketing, or ABM, has taken the B2B world by storm — providing marketers with the opportunity to reach their dream clients with personalized, highly-targeted marketing materials.  But when it comes to getting noticed by high-value potential customers, you need to execute a winning strategy from the outset.  We’ve put together 10 great examples how to do account-based marketing right.  Use these ideas to help fuel your ABM campaigns — but remember, it’s all about opting for a personalized approach for each target account.  Do your research, discover what they like, and implement a bespoke campaign for great results.

Run personalized email campaigns

According to Experian, personalized emails deliver six times higher transaction rates.  So, when it comes to executing email campaigns, it’s crucial to get personal.  Think beyond the subject line, address your decision-maker or key account by name and provide them with insightful, relevant marketing content that directs them to your website.  While this is often a long game, it’s worth it in the end — in fact, according to Monetate, marketers see an average increase of 20% when providing personalized experiences.

Create and share tailored content

According to Demand Metric, content marketing costs 62% less than traditional marketing, and generates 3 times as many leads.  And, your decision-makers are reading it, too — almost half of B2B buyers consume 3-5 pieces of content before reaching out to a sales rep according to DemandGen.  Content marketing is hugely popular right now — and for it to be effective, it needs to be relevant and personalized.  Conduct research and discover exactly what kind of content your target audience is looking to engage with.

Personalize offers or product recommendations

A study by SalesForce found that shoppers that clicked on recommendations were 4.5x more likely to add items to their cart and make a purchase.  So, consider this in your ABM strategy. Making your key account’s customer journey as easy as possible — by displaying products or services that meet their business needs — you’ll supercharge your chances of seeing conversions and increase the likelihood of getting their business. Whether it’s on your website or via other marketing communications, be sure to make your offer stand out.

Run an effective B2B blog

Running a business blog poses so many benefits to your organization.  According to Impact, 77% of internet users read blogs.  And, HubSpot states that blogs have been rated the 5th most trusted source for accurate information online.  Use your business blog to speak to your target accounts — produce industry-specific content, mention them by name or link to their blog.  And, remember, by regularly posting keyword-loaded blog posts, your site will move up the SEO ranks, positioning you as even more trustworthy in the eyes of your target accounts.

Host insightful, relevant webinars

Proving yourself as an industry leader through engaging video content is a marketing must when it comes to your ABM approach.  According to ON24, 89% of webinar hosts agreed they are the best platform to showcase and grow their business.  So, don’t dismiss webinars from your strategy. Cover topics that matter to your key decision-makers, and be sure the information they take away leaves them wanting to reach out to you for more — and not like they’ve wasted their time watching a cleverly disguised hard-sell!

Execute targeted social media ads and campaigns

According to Emarsys, around 42% of the population use social media. So, be sure to include it as part of your ABM plan.  Use social selling to engage key decision-makers through their professional networks, and execute a series of bespoke social media campaigns to grab their attention.  Mention or your target accounts in your posts, and share interesting social content that links to relevant pages on your website.  And remember, running highly-targeted social adverts on relevant platforms should be included in your budget!

Send creative direct mail marketing

If you want to make an impact, sometimes taking things offline work a treat.  According to Resource For Solutions, 80-90% of direct mail gets opened. While it can sometimes be expensive — especially for smaller organizations with fewer resources — it can truly make your brand stand out.  Think creatively — what might our key decision-maker use a lot? Is there something you can send that would be on display for the whole office to see?  Subtly use your branding where possible to remind your ABM targets that you’re there.

Embrace influencer marketing

Influencer marketing isn’t exclusive to the consumer world!  It’s highly effective for B2B marketers, too — in fact, TapInfluence found that B2B influencer marketing content delivers 11x higher ROI than traditional forms of digital marketing.  When it comes to reaching your target market, developing professional relationships with influential people, businesses and website can make a huge impact.  It’s like getting a stamp of approval from someone they trust.  Consider working with big-names in their industry and writing guest posts on business blogs your target audience reads.

Run or sponsor an unbeatable event

According to Bizzabo, 63% of marketers plan on investing more in live events.  And, Sometimes, getting in front of the right person is what it takes to get noticed.  Consider running an event designed with your key accounts in mind, or sponsoring an event that is popular in their sector.  Send them a personalized invitation, or reach out and suggest meeting for a chat during the event.  If the event involves a presentation, tailor your content to position your product as the solution to their specific industry or business pain points.

Implement website personalization  

Adage discovered that 33% of marketers see personalization as a top priority for the future.  Website personalization helps businesses seamlessly weave their ABM campaigns together.  With bespoke communications landing in your target account’s inbox or driving them to your website — why should the page they land on be any different?  Onsite personalization transforms your website to meet the needs of the visitor, positioning your brand as the obvious choice to work with.  Impress decision-makers and prove you value their visit with bespoke experiences.  Embrace innovative real-time technology to supercharge your ABM approach.

Webeo is a leading website personalization tool that can supercharge your account-based marketing strategy.  After all, your B2B website is the final piece of the personalized marketing puzzle.  Utilizing a global leading database of business IP addresses, the software works by enabling businesses to create bespoke on-site experiences for their visitors in real-time.  Tailor the imagery, language, content, greetings and calls-to-action to meet their needs and create the perfect website for every visitor, every time.  Maximize your site, improve conversion rate, reduce bounce rate, enhance customer experience and more.  Want to discover the power of personalization for yourself?  Book your Webeo demonstration today! 

 

Account-based marketing strategy 101

 

Account-based marketing, or ABM, is a popular B2B marketing strategy that is highly-targeted and personalized, prioritizing high-quality and long-lasting customer relationships.  Marketers identify key accounts that they wish to work with, and then target these specific businesses as markets of one.  Marketers and salespeople will then work together — towards a common goal of securing the account as a customer.  Marketers create and share content designed for the account, and sales teams will tailor their approach to meet the needs of the potential customer.  It’s popular for a good reason — according to ITSMA, businesses that implement ABM have reported an 84% improvement in reputation and 74% improvement in customer relationships.  So, let’s go back to basics and discover all things ABM.

Account-based marketing data

According to Econsultancy, 80% of organizations report an uplift since implementing personalization.  But, to execute personalization effectively, you first need the right data to get there.  You need to know who you are going to target and — more importantly — why.  ABM is a great opportunity to get in front of your high-value, dream accounts, but they need to be realistic, too.  Take into consideration what your product or service costs and the kind of businesses that have a need for what you offer.  Then, within those realms, you’ll find your target audience.  Before implementing ABM, you’ll need to ensure you have all the data you need. What size is the business you’re going after?  What is their revenue like?  Who are the key decision-makers you’ll need to contact?  How easy is it to get in touch with them?  Answer as many questions as you can before embarking on your new marketing venture.

How to use your data

Now you know who you’re reaching out to, it’s time to decide how to do it. Personalization is key at this stage.  Use your data and conduct research to establish what your key decision-makers, or those from similar demographics and industries, want to see.  Discover where influential people from your target businesses spend time online is crucial — are they active on LinkedIn and regularly share business blogs?  Or are they more traditional, opting for email-based communications and a good old-fashioned phone call? Once you have designed your data-fueled ABM approach, it’s crucial to ensure your teams are on the same page.  Remember, according to McKinsey, 65% of buyers come away from the buyer journey frustrated by inconsistent experiences.  Consider developing a pipeline for each key account to help you identify where they are on their journey towards becoming a customer, discover missing data and keep teams aligned.  

Measuring ABM success

Marketing measurables are crucial — no matter what approach you are taking on.  With individualized pipelines in place, your business may need to be flexible with each account when it comes to  KPIsAnd, marketers need to be willing to make necessary changes to their approach to ensure the best results. Consider how long the journey will take, and set smaller goals in the meantime.  Identify how the target account will feed into your revenue — and don’t forget to set budgets to ensure the Customer Acquisition Cost (CAC) doesn’t overtake the potential revenue.  Remember that ABM is all about relationship building — so looking at factors like engagement and responsiveness can help give you an indication of where your potential client is at.  Account-based marketing is a long-game, so celebrate quick wins while always thinking about the bigger picture.

Account-based marketing plan

Your account-based marketing plan needs to be robust and thorough.  Start at the drawing board and consider your wider business and marketing strategies.  What are your wider business goals and general marketing measurables?  Your ABM strategy should support these.  Think driving revenue, generating leads and acquiring new business.  Before you get started, you need to ensure you have the resources in place to serve your accounts.  And, it is pivotal to consider your entire customer journey — from their first interaction with you and through every digital touchpoint, to making a purchase and throughout the customer retention stage.  From start to finish, your potential customer needs to be the priority — so opt for personalization across-the-board to capture their interest and increase their likelihood of conversion.

Epsilon Marketing Found that 80% of consumers are more likely to do business with a company that offers personalized experiences.  Webeo is a leading website personalization software that can take your account-based marketing strategy to the next level.  Thanks to a global leading database of business IP addresses, the tool creates bespoke on-site experiences in real-time based on the visitor.  Users can change the greeting, appearance, imagery, language, content and calls to action that the visitor sees to meet their needs.  Supercharge your ABM strategy, and impress every visitor with the perfect website, every time.  Improve your conversion rates, reduce bounce rates, enhance customer experience and complete the personalized marketing puzzle.  Discover the power of personalization and book your Webeo demonstration today!

 

How account-based marketing boosts digital success – top 5 initiatives

Account-based marketing, or ABM, is an effective marketing strategy that sees organizations treat key prospects or customers as individual markets, rather than one wider audience.  This highly-personal and targeted approach means that marketers can focus specifically on businesses, tailoring their approach and creating bespoke content with their potential customer in mind.  It sees amazing results, too — according to ITSMA, 85% of marketers say ABM outperforms other marketing investments.  So, if it isn’t already a part of your marketing plan, then now is a good time to consider including it in your 2020 strategy.  If you’re looking to skyrocket marketing measurables and enhance customer experience, discover how a robust ABM strategy could help.

Lead generation

Account-based marketing helps businesses focus on gaining high-quality leads, rather than large quantities of leads.  For B2B organizations in particular, buyer journeys are often long and complex, spanning multiple decision-makers and taking up large amounts of time.  An ABM strategy can help support this — your organization can choose to target accounts that you know can afford your product and have a genuine need for it.  This way, leads are more likely to convert and don’t run the risk of churning further down the funnel.  While it may be a slower process, the results are worth it.  If you’re hoping to improve conversion rate, then a personalized ABM approach can help.  And, according to StrataBeat, Enterprise businesses are 285% more likely to close with ABM, and their deals are an average of 35% larger.

Brand awareness

There are tons of effective ways to get your brand noticed by the people or businesses that matter most to you.  Whether it’s through paid digital advertising, a social media strategy, a direct mail campaign, or through working your way to the top of the search engine results page.  However, you choose to do it, an ABM strategy can help.  According to InstaPage, 63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant.  By putting your customer at the heart of your digital marketing activities, and creating content that resonates with them specifically, you can build a brand that impresses your target audience and meets their needs.

Increased sales

Account-based marketing is a foolproof way to align sales and marketing teams with a wider focus on winning business and making a sale.  With such a highly-targeted approach, marketers and salespeople must work in harmony to ensure a seamless customer experience, both working to nurture the lead towards making a purchase.  According to SiriusDecisions, B2B organizations with aligned sales and marketing departments achieve a 24% faster three-year revenue growth, and 27% faster three-year profit growth.  And, 91% of those with an ABM strategy in place described their teams sales and marketing teams as ‘tightly’ or at least ‘somewhat or moderately’ aligned.  So, if increasing sales is part of your wider business strategy, then consider implementing an ABM strategy, focusing on high-value accounts, dream clients or businesses that fit your customer criteria.

Driving website traffic

What happens before you click on a website link?  Unless the content, advert or post driving you to a website is engaging, relevant or interesting to you, then it is unlikely you’ll choose to visit that site.  When it comes to ABM, every marketing communication, whether that be via email marketing, social media marketing, content or digital, or even through highly-tailored ads targeting your accounts specifically, a personalized approach is encouraging them to click through.  This will dramatically increase the level of traffic to your site — and more importantly, all of the visitors will be relevant to your business, engaged with your brand, and likely to convert to a lead or customer.

Education

Positioning yourself as an industry-leader should be a key part of your strategy.  InstaPage found that 87% of consumers said personally relevant branded content positively influences how they feel about a brand.  And, when it comes to personalizing content, an ABM strategy is the ultimate approach to creating valuable and bespoke materials for your key accounts.  Provide educational insight that resonates with decision-makers in the organizations you are targeting.  Identify issues and provide solutions based on the industries they work in.  Write engaging blog posts, and share them on channels that your target audience use, encouraging them to explore your site and guiding them towards building a professional relationship with you.

Webeo is a leading website personalization software that creates bespoke online experiences for B2B organizations.  The software works by tailoring the content, imagery, language and greetings that website visitors see based on their business IP address.  This way, businesses can present the perfect website in real-time, for every user, every time.  Supercharge your ABM campaigns by aligning all digital touchpoints with the power of personalization.  Display content that matters the most to your key accounts, speak to them directly and position your brand as a leader in their field.  Boost your conversion rate, enhance your SEO ranking, see ROI fast and put customer experience at the heart of your strategy.  Discover Webeo and book your demonstration today.

Why many digital marketing strategies fail and what to do about it

According to Smart Insights, around 51% of businesses have a digital marketing strategy in place — either integrated into their wider marketing strategy or as a separate document.  Your organization’s digital strategy should help build an online presence and ensure you achieve your marketing goals.  There are multiple tactics you can use to help you meet them — some are used more widely than others.  But, even with tactics in place, there are a number of reasons that it may not be working as well as it should be.  Remember, marketing never stops, so keeping on top of your strategy and being ready to make changes is just as important as outlining one in the first instance.

Firstly, ensure you have a clear set of marketing objectives in place.  Use the SMART objectives template to make sure your objectives are clear, purposeful and achievable.  Without objectives — what are you working towards?  In a similar way, without deciding on measurable marketing metrics you can monitor, it can be hard to track your successes.  Be prepared to look at where you are and where you want to be — monitoring and making changes as necessary.  Have you employed appropriate technology to support your strategy?  Your MarTech stack can take your organization to the next level, so ensure you pick wisely.  Consider using software that eliminates, streamlines or enhances processes.  When reviewing your strategy, ensure customer experience is at the root of everything you do.  Cater to your target audience’s likes and dislikes, and take an overall personal approach to marketing.  Align your teams to prioritize your customer’s journey — ensuring every touchpoint is as effective as possible.

The metrics of success

With clearly outlined objectives comes the need for measurable marketing metrics.  In the results-driven B2B marketing world, this is crucial.  Different things matter to different businesses, so ensure you are measuring success appropriately, in-line with your wider business strategy.  According to the latest Webeo:Futures survey, 70% of respondents said the volume of leads generated is the metric they use to highlight digital marketing success.  Click-through rate is a success metric for 64% of marketers, and conversion rate for 60%.  This was closely followed by engagement levels for 56% of respondents and value of sales generated for 50%.  A smaller percentage of marketers — just 36% — are measuring impressions and volume of followers, while 28% recognize number of views as an indicator of success.  As little as 26% monitor reach and mentions, and audience relevance is measured by just 14% of marketers.

Consider how metrics might impact each other.  According to the results, audience relevance is the least important success metric to marketers.  Yet, generating leads is the most important.  By increasing audience relevance and creating personalized experiences for your target audience, your website visitors are more likely to convert to leads and, eventually, become customers.  Consider conducting a behavioral segmentation strategy, splitting your audience based on industry, or opting for account-based marketing.  A personalization strategy can improve your conversion rate, too.  Before changing your whole strategy, consider getting to know your existing, target and dream audience and catering to them specifically.

Where digital marketers see their biggest success

Success can be found in a multitude of areas across your business.  And, it is important to remember that no two organizations are the same — so what works for big-name brands, or even your competitors, may not be what works best for you.  The Webeo:Futures results enforce just how varied success rates are across marketing teams.  According to the survey, social media is where 14% of respondents find success, while 12% found success in marketing.  Content, email, SEO, lead generation and website successes are seen by only 8% of marketers.  And, engagement, PPC, organic search (SEO) and LinkedIn is successful for as little as 6%.

Turning failure into success

A robust, all-encompassing strategy is the first step to achieving internet marketing success.  If something isn’t working effectively for you, it is time to revisit your strategy and implement tactics for success.  There is a common denominator that comes to mind based on the Webeo:Futures findings — and that’s the clear need for personalization to supercharge digital marketing strategies.  Creating unique, valuable online experiences for your customers can help skyrocket your measurable successes.  Real-time personalization can positively impact your lead generation, your B2B website, and engagement levels — all of which were only seen as successful by less than 10% of marketers.  And, an enhanced website is crucial to an effective website optimization strategy, helping to move your site up the search engine ranks.

Webeo is the leading website personalization software enabling users to alter the imagery, layout, content and the greetings their website visitors experience on arrival.  This is revolutionizing traditionally static B2B websites.  Thanks to a global leading database of business IP addresses, organizations can greet users by specific business name and create an entirely unique online experience for existing customers, first-time visitors and dream clients.  Enhance your CRO, improve customer experience, prove ROI fast and positively impact your SEO ranking.  It’s time to include website personalization in your online marketing strategy and reap the rewards of the ultimate in personalized marketing. Discover Webeo and book your free demonstration today!