Evolving your KPIs for ABM

Account-based marketing is coming to the forefront of B2B marketing.  This approach requires collaboration between multiple departments and can become both experimental and unpredictable for many businesses.  We all know how important key performance indicators (KPIs) and numerical metrics are to traditional marketing success; but for an ABM strategy, you’ll need to take a fresh approach.  Discover why metric measurement and KPI analysis are so key to ABM success, and how to evolve your current measurement processes to secure the ultimate results.

Why ABM measurement is important

Account-based marketing aims to offer each valuable account a completely bespoke brand experience, enticing them to discover the value your product offers their individual business.  This makes it easy to think setting KPIs and measuring consistent metrics is both difficult and occasionally counter-productive.  If each approach is different, how can you use metrics to test what will and won’t work?  How can you measure your team’s performance when they need to treat each opportunity differently?

Asking these questions is paramount to understanding why ABM measurement is so important.  It’s true, we cannot run A/B tests on an individual key account to better understand our next campaign, but these metrics and KPIs are important for other reasons.  They help your team understand what makes a successful ABM approach, and what does not.  They help communicate your ABM goals to those in both marketing and sales, giving them an understanding of what success means and a goal they can work towards.

An ABM approach without direction will fail; both KPIs and metrics give your strategy the direction and focus required to ensure success.  ABM is an expensive approach – the bespoke nature of each campaign and the high-value of each potential client carry heavy costs.  As with any marketing process, to secure ABM success and strategy longevity, careful measurement and advanced performance insight are truly essential.

What to consider when selecting KPIs and metrics for ABM

As we’ve mentioned, ABM is different from other marketing approaches, meaning setting KPIs and metrics to measure is slightly more difficult than normal.  You’ll want to consider these key elements before making any decisions, as they can seriously affect how you conduct, analyze and optimize your approach:

  • Time An ABM approach takes time, and every key account is different.  It’s unrealistic to expect a quick turnaround between marketing lead qualification and sale.  This is especially important to consider when setting KPIs for your team to work towards.  Try not to focus too heavily on conversion rates or speedy sales velocity, but instead look to the relationships built, working with your team to set KPIs based on loose time frames for progression.
  • The end goal For many organizations, ABM goes further than winning the business of dream clients.  These opportunities are so valuable, businesses want them to become loyal, continually retaining clients.  You can’t understand which metrics to measure and what KPIs to set without knowing your desired outcome.  Consider your end goal, what you want to achieve from each account, and ask which metrics feed into this goal, and which KPIs will indicate whether this goal is successfully reached.
  • Your key accounts ABM is all about your targets; the “dream clients” you select to carefully nurture into clients massively affect your approach, and equally, how this approach is measured.  Some organizations prefer to choose their KPIs and metrics to align with their goals before selecting key accounts – to ensure these target accounts meet their business goals and intentions.  Others prefer to adapt their KPI and metric approaches to meet chosen target accounts. Know how you plan to select key accounts, and what this process means for your KPI and metric measurement.

Evolve your processes for an ABM approach

With these considerations in mind, it’s time to ask how you can adapt and evolve your current KPI and metric processes to compliment your account-based marketing strategy.  With the right selection and preparation, your ABM approach can produce consistently winning results, helping you reach that desired end-goal.

Be flexible for valuable accounts

A traditional inbound marketing campaign will use the same rigid metric measurement, and your team will look to achieve the same essential KPIs, but with ABM, you need to be flexible.  Every account is different, and ABM focuses on enticing the person, not just the business – you need to make sure some KPIs and metrics focus purely on the relationship between your team and the person you’re targeting.

Many KPIs and metrics can be applied to all ABM accounts, but for your most valuable and complex prospects, ensure you’ve set some additional measurement goals.  Ask how you’ll identify the people involved in these accounts and measure your success in building a relationship of trust and authority.  If your ABM approach uses different journeys to target valuable opportunities, how can your measurement reflect the progress of these differing courses?

Linking measurements to account pain points

Whatever account-based marketing approach you take to convert key accounts, one thing will remain imperative to success – delivering value.  ABM focuses on proving to individual businesses exactly how your product or service offers their business value, in solving some of their most complex business pain points.  If you’re struggling to understand which metrics and KPIs to set for ABM, ask how you can measure your success in solving potential buyer’s pain points.

How will you aim to understand these essential pain points?  How can you ensure each account recognizes your product value in such a way that eliminates these pressures?  Use these questions to give your ABM measurement a focal point, uniting accounts together, no matter how different, to help your team understand a common goal.

Creating cross-department targets

A huge part of achieving ABM success lies in the alignment of your sales and marketing departments, and sometimes even going a step further to include customer services, data and more!  When selecting KPIs and metrics, ensure they measure and motivate all departments involved, helping your teams think about the full end to end journey each ABM prospect will receive.  Whilst the intricate processes of each department will differ, and therefore constitute a differing collection of essential metrics and KPIs, ask where you can join these teams together, and what key progressions reflect all their hard work.

Of course, going for the sale is important, and likely a key goal for many, but what stopping points might an ABM prospect encounter along the way?  Is there a face to face meeting?  A demonstration or trial?  Are these the same or different for each key account journey?  The essential alignment between marketing and sales will become seamlessly simpler when they each feel supported by the other and bond over a common goal.

Focus on the journey

From a metric perspective, traditional marketing approaches love details.  An email marketing campaign is overloaded with insightful metrics such as deliverability rates, open rates, response rates and more!  Whilst each of these metrics enriches an email marketing approach, the same cannot be said for ABM.  You may include emails within your ABM strategy, but these metrics are far too short-sighted for account-based marketing – you need to focus on the journey as a whole.

When selecting metrics, look to the broader, bigger picture.  Yes, understanding if the email was opened and delivered is important, but in the grand scheme of ABM, you’re measuring engagement.  How many of your communications (including email, social media, direct mail and more!) have been engaged with?  How many have they responded to?  How quickly?  Look to measure broader indicators of success that feed the essential ABM relationship, such as reach, awareness, engagement and influence.  Which metrics and KPIs fuel these indicators of success?  How do they feed into the paramount numbers such as sales, revenue and ROI?

Data is powerful. The metrics and KPIs you use to drive account-based marketing hugely influence your ability to succeed – so choose them carefully!  Take time to understand the which, what and why behind each selection better fuelling your team’s motivation and strategy insights to achieve the desired results, time after time.

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Build an effective ABM strategy

Account-based marketing is beginning to revolutionize how B2B organizations target and win valuable clients, and 92% of businesses see incorporating ABM into their strategies as a priority. Though this approach generally yields a result and in some instances can boost revenue by over 200%, understanding how to build an effective ABM strategy takes time and commitment. This intricate approach needs a stable foundation to produce big results; here’s how to create a winning account-based marketing strategy.

What is account-based marketing?

“Account-based marketing is thinking of the account as a market of one”– Nick Panayi, CSC.

ABM is such an effective approach thanks to its intense prospect focus. Where traditional marketing techniques take large sets of data, or reach out to a wide audience, in the hope of capturing some attention to enable conversion, account-based marketing exercises opposite tactics. Running campaigns made specifically for an individual, valuable account, ABM offers a truly bespoke brand experience to those businesses deemed highly valuable to your organization.

A successful account-based marketing approach identifies key accounts and delivers a highly targeted, seamless journey into brand discovery, product understanding, all the way through to client relations. ABM uses totally personalized communications and a consistently attentive approach to meet the prospect’s pain points and provide solutions fully tailored to their business needs and process requirements. ABM has the potential to evolve your marketing success and bring your organization invaluable clients that heavily boost your business growth and market voice.

Building your ABM strategy

As there is such huge potential with ABM, planning out your whole strategy to understand exactly how to achieve the results your business requires, is key. These steps outline the building of an ABM strategy, helping your team understand what measures need to be taken and understood to create that solid foundation that so successfully fuels an effective ABM approach

Identify your key accounts

A paramount part of a successful account-based marketing strategy is the identification of the key accounts you’ll prospect. Contrary to your current marketing approaches, ABM allows your team to dream big, and target businesses far larger and more established than your own. Instead of looking to ideal client criteria and selecting businesses who fit this mould, look to your target sectors, and ask who the biggest business players are in these fields.

Once identified, ask if these large organizations could use your product or service. What can it do for their team, and their daily processes? If these identified high-flying organizations have a genuine use case for your product, there’s no reason you couldn’t turn them into clients with an effective ABM strategy!

Create a list of key accounts, starting with a smaller selection before branching out, understanding which specific decision maker in each business you want to target. Gather up to date contact details for these key accounts and research their current business needs, challenges, product launches and news.

Build account pipelines

With target businesses identified and specific decision makers chosen, it’s time to get strategic and map out how your ABM approach will materialize with account pipelines. As ABM focusses on offering completely bespoke brand experiences, treating each account as an individual market, the best results are gained when an individual pipeline and brand journey is planned for each account.

Understand how your key accounts interact with business news and ask what channels they engage with most. From here, you can plan how each ABM prospect will be exposed to your brand, and how you’ll communicate with them to build product value and encourage conversion. It’s important to remember, one size doesn’t fit all. Some might respond well to a direct mail engagement followed up with an impactful email. Others may prefer to speak with brand representatives on social media for a more personable, time-convenient approach.

When building the journey for each valuable account, be sure to understand the timescale, asking how much time will pass between each touch-point; whilst you want to remain front of mind, you don’t want to bombard accounts with information. Ask also, if you’re unsuccessful, how long you’ll wait before re-engaging a valuable account. The more intricate planning you can produce for account pipelines, the better. 

Customize your campaigns

Knowing the precise communications your accounts will receive, it’s time to plan how you’ll ensure every touch-point is customized to the account’s business needs, ensuring your product is relevant and hinged to their current pain points. 86% of buyers already expect to see their name in emails and direct messages, so you’ll need to produce a customized brand experience that takes personalization to the next level. Instead of creating a blanket email copy and adding their name, business name and industry to certain sections, write every copy from scratch constructing a truly individual and genuine message.

Be sure to give every touch-point the same dynamic treatment; many businesses offer a seamlessly personalized campaign but forget to follow this care and detail through the entire end to end journey, by neglecting to personalize their website. 94% of buyer journeys start online – there is such a high chance ABM prospects will visit your website, you need to give your online journey the same customizations.

You can do this with Webeo – the ultimate software for B2B website personalization. Create campaigns for every valuable account, welcoming them onto your site by name, displaying their company logo and fuelling their visit with relevant, impactful content perfectly tailored to their specific business requirements. Revolutionize your online experience by offering thousands of personalizations, with one simple software.

Start your ABM journey

You’re now ready to launch your ABM campaigns and start winning the business of dream clients! However, executing this campaign won’t be a simple process. Your team will need to manage a collection of differing pipelines, comfortably working with a variety of channels to deliver a seamless variety of campaigns in tandem. A successful ABM approach is not just in planning; it takes commitment to continually effective execution.

You need to ensure each aspect of your planned pipeline has been successfully completed and appropriately conveyed before moving on – there’s no point sending a follow-up email if the original wasn’t received! If you’re planning on sending key accounts customized direct mail shots, ensure these are designed and ordered well in advance of your campaign. It’s safest to always expect the worst, so be sure to additionally plan contingency measures, in case a campaign cannot be executed as desired. If an email address is no longer valid, or an ordered mail shot fails to arrive, fuel your team with plenty of alternative methods for continuing account engagement and moving key accounts closer to conversion.

Measure and review

Though data continues to drive marketing success, 67% of CMOs have admitted to struggling when measuring campaign outcomes and appropriately attributing ROI. As with all marketing, ABM requires careful measurement and regular review, helping your team understand which campaigns successfully pique interest and meet key account needs, and which approaches are less effective than desired. Detailed measurement and review help your team grow their experience, so as your list of key accounts expands, your understanding of impactful ABM does too.

Though measuring an ABM approach may seem complicated, as each account is targeted through slightly different methods, there are simple places to start. Before executing a campaign, be sure your team can gather the necessary channel metrics to analyse success and understand prospect reception. From here, group similar pipelines for like accounts together, creating a report that can be used to measure their combined success. If you’re targeting five accounts in the construction industry, use your measurements to ask how this sector responds to email, or social media communications, better planning future campaigns for similar high-value accounts.

Account-based marketing vs traditional inbound approaches

Nothing is constant in B2B marketing. The ever-evolving nature of potential buyer desires combined with continual advancements in marketing technology changes how we aim to generate new business opportunities. Account-based marketing has recently gained immeasurable popularity – many now claim it to be a B2B marketing “must-have”. But why has this approach been so impactful? Traditional inbound approaches have been effective for multiple decades, why should we invest so much belief in ABM?

Discover the meanings behind account-based marketing and traditional inbound marketing approaches, learning how these strategies differ and how you can balance them to deliver elite B2B marketing.

What is account-based marketing?

Account-based marketing (ABM) is a highly targeted and deeply focused approach, singling out a select few prospects that are highly valuable to your business. These key accounts perfectly match your buyer criteria and are usually large organizations or enterprises, offering your business the chance of a high-value sale.

An ABM approach identifies a single decision maker within the key account business, and guides them through a bespoke buyer journey, using highly targeted online and offline communication. An account-based marketing approach will introduce these key accounts to your brand and product, nurture them to understand the value it offers their specific business and convert them into highly engaged sales opportunities.

Account-based marketing views every prospect as an individual, each with differing requirements and needs. To win their business, you must make them feel valued, building a relationship founded upon trust and authority. Because of this, ABM can be an expensive and time-consuming approach. To achieve the desired result, each touchpoint must be appropriately personalized to ensure advanced engagement. This also means an ABM strategy is exclusive and can only focus on a specific number of prospects at any one time.

What defines “traditional inbound” marketing?

Traditional inbound marketing approaches focus on attracting new business interest by promoting content that potential buyers find useful and engaging. Inbound marketing will use channels including a business website, search engines and social media platforms to share blogs, eBooks and product information. These content pieces will lead engaged buyers to a CTA or contact form to encourage conversion.

Inbound marketing approaches tend to wait for potential buyers to get involved whenever they’re ready, believing prospects need to have identified some kind of need for your product before starting their buyer journey. When a potential buyer searches Google or browses their LinkedIn feed, they may come across a piece of your content relevant to their current business pain-point and begin their brand engagement.

Inbound marketing is similar to fishing; you put the bait on the end of a line and cast it into the wide world, waiting for a fish to grab hold. This means organizations can run multiple inbound strategies at one time and look to catch any opportunities that may view the shared content in question. The audience of inbound marketing is as broad as the world wide web!

B2B buyers like responding to inbound marketing approaches, as they don’t feel pressured to make a decision- they can choose when the time is right to come forward and ask for more information. However, your business has very little control over inbound marketing results. You have no idea when a prospect will inquire with your business, and very little control over who will respond- you may generate a number of leads that don’t match essential buyer criteria.

How are they different?

Though these approaches both share the desire to drive exciting new sales opportunities, they differ in many ways. These differences can affect your department-wide results, so it’s important you consider them before building your next B2B marketing strategy.

  • Quality vs quantity:

    One of the biggest and most impactful differences between ABM and inbound marketing is the number of leads generated. Once inbound marketing has established a solid base, it can produce a healthy stream of new business opportunities. And should you need to fuel a large sales team, you can run additional campaigns and publish extra content to boost this result. ABM can only target a small number of businesses at any one time, and so will not produce leads in the high number an inbound marketing approach will.

    However, ABM focuses on quality, aiming to produce fewer new business opportunities that are worth far more. One ABM sale will easily produce the same revenue as at least five sales driven by inbound marketing. You additionally have more control over when the prospect converts with an account-based marketing approach. As the brand journey is so intricately planned, you can pinpoint the exact moment you predict prospect conversion, and if you’ve done ABM properly- that’s when it will happen!

  • Quick wins vs big wins: This difference in lead quality and quantity dictates some of the activity on your sales floor. Leads generated through inbound marketing are usually fairly quick wins. They may need some time to run a free trial or organize other decision makers, but an inbound lead will usually purchase your product within 1-3 months. With ABM prospects, however, this is not the case. Sales can take far longer, usually at least 6 months, so the wins are less frequent, but they are significantly bigger. Because ABM prospects are from large businesses and have a detailed understanding of their individual use case, they offer your business a large revenue return. But these big wins only come with perseverance and commitment- they aren’t easy to secure.

  • Satisfied clients vs brand advocates:These quick wins from inbound approaches lead to satisfied clients; they enjoy your product and use it regularly, but aren’t your most valuable customers, and won’t always retain. In some cases, clients identified through inbound marketing are not perfect fits for your product or services and will not remain indefinitely satisfied. However, the big wins provided by ABM opportunities are likely to become brand advocates. Because they have such a detailed understanding of how your product can be used to solve their business pain points and how to secure return on their investment, ABM clients offer extended lifetime value. They also share your brand message and product benefits with others, helping you achieve valuable earned media.

  • Independence vs alignment:These two approaches affect how your marketing departments work with the wider business. Inbound marketing can be successfully conducted with marketers working independently of other departments, such as sales. Whilst insight into qualifying criteria and product use cases can benefit the content created to fuel this approach, it is not essential to securing inbound success. However, account-based marketing needs to be supported by account-based sales. There’s little point spending so much time and budget curating a completely bespoke brand experience for valuable accounts if it’s not followed through by your sales team. Successful ABM requires marketing and sales alignment, and sometimes the inclusion of additional departments like customer service! This isn’t necessarily a drawback- organizations that have successfully aligned sales and marketing are 67% more likely to achieve success. But this alignment can be vastly complex to effectively implement and continually maintain.

Balancing these approaches

As you may have guessed, the most successful B2B marketers effectively balance these approaches to maximize their resources and ensure market dominance. Giving equal focus to targeting a small number of highly valuable accounts and prospecting the world wide web through insightful content helps your team secure big business wins, but never miss a self-presenting opportunity.

Until very recently, businesses were able to reach targets through inbound approaches alone, but this is no longer the case; ABM truly has become a marketing essential. To promote business growth, you need ABM to secure those big, valuable wins. This, however, shouldn’t diminish the importance of other marketing strategies. If your business wholly relied on ABM to drive new business, you’d fail to identify any opportunities you aren’t directly targeting!

Look to your marketing strategy and ask how you can balance both these approaches. Can you allocate appropriate time and budget to each one? Can you measure, analyze and improve each strategy? If you can, there’s no reason not to embrace them both!

Why not start your ABM journey today? At Webeo, we help businesses deliver highly targeted website personalization experiences, revolutionizing account-based marketing and turbo-charging an online inbound marketing approach.

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5 trends to fuel your account based marketing strategy

92% of B2B organizations understand the importance of an account-based marketing strategy. This approach can revolutionize the way you target and win new business, boosting revenue gained by over 200%! However, nothing in marketing stands still. The needs and preferences of potential buyers consistently evolve, so if you want to run the most effective and lucrative ABM strategy, you’ll need to keep abreast of current trends. Use these five trends to fuel your account-based marketing, helping you achieve the ultimate results.

  1. Account-based alignment

    As its name suggests, many believe ABM is a strategy rooted within your marketing department. Whilst this is true, the key to account-based marketing success lies in more than this singular business division. Most organizations maximizing this strategy have already started to align sales and marketing efforts to carefully select and nurture key accounts. Ensuring highly valuable potential buyers receive a seamlessly high-quality and bespoke end to end journey is paramount to achieving ABM success. However, as ABM gains popularity and the techniques used increase in complexity, this approach must now include more departments than before.

    Some have coined the phrase “account-based everything”, highlighting the importance of additionally aligning ABM efforts with departments like customer service, sales development, data, finance and more! The ABM focus is shifting from just securing the new business of a dream client to ensuring they remain a continually retaining, loyal customer. Land and expand is the new goal for an ABM strategy, helping organizations achieve a rapid rate of growth thanks to a highly valuable client base. But this isn’t possible without the inclusion of every department that touches the buyer journey, from the first contact to continued client support.

    Aligned departments continually produce elite results; they’re 67% more likely to secure revenue! Drive your ABM with advanced alignment and deep inter-departmental relationships.

  2. Pursuit marketing

    Last year saw an enormous flux of ABM activity, with more businesses than ever before using the approach to secure valuable new clients. However, many organizations struggled to give their ABM approaches momentum, finding it took too long for key accounts to make a purchasing decision and convert through the marketing and sales pipeline. Many businesses were so keen to offer a bespoke brand experience, marketers over-nurtured key accounts and accidentally pushed them away. This caused many organizations to lose some of their most valuable new business opportunities.

    Pursuit marketing has been devised to help marketers push through this time-barrier. Conducting a pursuit marketing strategy is the same as running an ABM approach, but with strict deadlines to ensure a deal is closed within a specific timeframe. This avoids over-nurture and ensures your team split their focus equally between providing an elite, personalized brand experience and establishing a sense of urgency to ensure prompt conversion.

    This process can be difficult for your ABM team to adopt, as it requires a change of mentality and a shift in focus, but it ensures your ABM strategy is efficient and has longevity. There’s little point investing a large amount of time and budget carefully prospecting a highly valuable dream client to only lose them later!

  3. Retargeting with ABM

    Selecting which businesses to target with an ABM approach can be a challenging process, so many organizations have started turning to previously lapsed leads and clients who still offer their business a high amount of value. These lapsed opportunities help your team get a head-start; they have already heard of your brand and have previously shown an interest in your product.

    This approach lets your team focus on using ABM to re-engage and nurture these opportunities instead of focusing purely on initial engagement and product description. With decision-maker data on record and an initial understanding of their business goals and pain-points, your team can quickly conduct a winning, personalized brand experience. But remember, this is still account-based marketing, so be sure to only retarget lapsed opportunities that offer your business the appropriate level of value and longevity.

    Converting a previous client is 70% easier than prospecting a completely new lead, making this approach an excellent way to test the waters if incorporating a new ABM tactic or communication. If you’re using a personalized video for the first time or testing a new pursuit marketing strategy, retargeting is a great place to piolet these approaches to better understand what is and is not effective.

  4. Like-for-like communication

    B2B organizations conducting regular account-based marketing have found it difficult to establish initial contact with the decision-maker they wish to prospect. As ABM aims to foster a relationship of expertise and trust, this first contact is of paramount importance, and usually sets the tone of the entire ABM journey. When looking for a solution, marketers started to seek like-for-like communication.

    These marketers have started approaching C-level members of their own organization whose seniority and role align with those they are targeting. They then ask these senior colleagues to write a small message of greeting, introducing their brand and the marketer who’ll continue the ABM journey. This is the perfect way to open the channels of communication with valuable key accounts.

    Decision makers from large organizations are difficult to engage because they’re busy. They’re also targeted by a high number of marketing and sales personnel on a daily basis. Your initial communication needs to grab their attention. Opening an ABM journey with communication from another C-level business professional is unique, making the key account feel valued and keen to listen to your initial proposition.

  5. A focus on intent data

    The world of B2B marketing is about to explode with intent data, helping predict what potential buyers want, how they will act and why they exhibit certain behaviors. This information has the power to drive a new form of marketing, rich in personalization and detail. ABM is successful because it treats each key account differently, realizing an individualized and highly targeted approach can yield improved results. Gaining the ability to predict how each key account will behave is invaluable in maintaining this highly targeted marketing journey.

    Intent data can effectively fuel new, innovative approaches to ABM success such as website personalization and automated workflows, benefitting continued pipeline progression. Your team can ensure every touchpoint, communication and responsive action are conducted with a detailed understanding of what the key account needs, and a prediction of how it will affect their purchasing decision. Making that first contact, speeding up the ABM process and securing a return on investment are all made easier with intent data.

    Studies continue to prove how an ABM approach maximizes your marketing efforts to produce exceptional results that benefit business-wide initiatives. This year is sure to see ABM become more important than ever. If you’re keen to boost your current account-based marketing strategy or planning to start a new ABM journey, contact our expert team. At Webeo, we’re committed to helping B2B organizations offer an elite ABM experience through advanced website personalization.

    Webeo is a revolutionary software, evolving the way businesses maximize their website potential to drive conversions and business revenue from new and returning business opportunities. Discover Webeo now.

Secure account-based marketing success: 5 top tips

Account-based marketing offers organizations everywhere an exciting opportunity to target and win the business of high-value dream clients. This relatively new marketing channel has seen businesses start to achieve revolutionary results, tipping traditional marketing approaches on their head by offering highly personalized, tailored communications to a small set of important key accounts. Discover what ABM means for your business, and take away five top tips to ensure you start out with an outstanding account-based marketing strategy.

Why is account-based marketing important to your business?

If you’ve not discovered account-based marketing, or have yet to properly integrate an effective strategy, you may be asking why this approach is so important, and what it could mean for your business success.

ABM continues to yield positive results for many; by offering such prospect-driven campaigns, your marketing becomes individual, authoritative and genuinely intriguing to the key decision makers. For businesses already using ABM, 80% of those asked said that ABM outperforms all other channels, and on average results in a revenue increase of 200%.

As 73% of B2B buyers expect personalized approaches across multiple touchpoints, it’s clear how impactful an ABM approach can be, meeting buyer needs with an impressive and high-end approach. Those conducting ABM see win rates increase by almost 40%; there’s little doubt this is a strategy your business needs to master in order to move with the times and achieve the most outstanding results.

Master your ABM strategy

Whilst ABM has been proven to bring exceptional success, building an effective strategy can initially be a challenge for many teams. Combining lots of different channels to conduct detailed campaigns takes time and commitment, but the hard work always pays off. Discover the five best practices below to help your team along the road to ABM success.

  1. Align your sales and marketing teams – Whilst an ABM approach is effective, the best results are achieved when account-based marketing seamlessly moves into account-based sales. Key accounts gain a continually high-end, fully customized end to end experience, and your teams gain insight into wider departmental processes, and how they can be combined to reach higher levels of success.

    There’s little point in working so hard to create a fully bespoke ABM approach, only for your sales team to halt progress by providing a standard buyer experience. Combine your ABM and ABS teams, taking expertise from each department to curate a fully aligned strategy that provides a consistently detailed journey for every key account. This team alignment doesn’t just improve your ABM strategy and

  2. Plan detailed account management – Unlike traditional marketing, ABM requires consistent attention. Though your team may be familiar with conducting individual campaigns, gathering metrics for analysis then evolving the next, ABM requires a more active and detailed managerial hand. As each key account is highly valuable to your business, your team needs to intricately understand every ABM prospect and create individual brand journeys for each. Planning how key accounts will discover your brand, learning about the value of your product and moving closer to conversion, are the stepping stones that build an effective strategy.

    These individual journeys need continued management, ensuring every step has been appropriately executed whilst measuring key account engagement and interest. Plan in detail how each member of your ABM team will manage their key accounts, what service they will offer and how they’ll combine personal communications with structured, customized campaigns to nurture ABM prospects closer to sales conversion. Your ABM strategy is not likely to provide exceptional results if your team simply cue continual campaigns; they need to see ABM as hands-on account management as opposed to distant account marketing.

  3. Measure and optimize your ABM approach – Though ABM differs from traditional marketing in many ways, it’s still critically important that your team measure campaigns for a detailed analysis to optimize future plans. This can’t be done in quite the same way as other traditional marketing channels, so your team will need to put some additional thought into how they will measure ABM approaches. As ABM strategies market to smaller data sets than channels such as email or content, the results you gain will be smaller scale and more at risk from anomalies. Whilst it’s key to properly measure and optimize ABM, it’s also vital to understand that the results gained offer insight as opposed to definitive information. Use the data to guide future plans, instead of setting them in stone.

    Start ABM measurement by grouping like accounts with similar pipeline plans together, gather metrics at each stage of their engagement and cross-reference your findings. This better informs your team how a specific industry or size of key account, respond to individual channels such as social media or email. This, in turn, helps guide your team towards more effective campaigns for future key accounts falling into similar categories.

  4. Outline specific account use cases – Whilst your ABM approach will undoubtedly conduct detailed research into each account, there’s no point in just gathering any information available and constructing campaigns around material not fully relevant to the specific decision maker. If you’re targeting the CMO of a company, there’s little point talking about their product development plans – this doesn’t link to their daily processes or direct business interests.

    When conducting research into key accounts, take time to outline how they will use your product or service, and the results your business offering can bring to their specific department or team. You’ll see increased success in personalizing communications that market your product’s individual use case to decision makers, by explaining how they personally can gain from it, and how it will directly affect them. Customizing campaigns for ABM doesn’t just mean adding names, business name and industry news to email copy, it goes far deeper, practicalizing your product so key accounts instantly see the value it offers their business.

  5. Utilize advanced software solutions – To offer the most progressive ABM approach, and the most effective strategy, you need to embrace advanced tools that offer detailed and exceptionally high-end personalization and campaign execution. Your ABM prospects will be able to identify the care and time your team have put into campaigns, and will appreciate your going the extra mile to offer the best service with the most impressive tools.

For an exceptional account-based marketing strategy discover Webeo. A ground-breaking, innovative software, dynamically changing your website content to instantly meet the needs of visiting businesses. With Webeo, you can welcome key accounts onto your website by name, display customized imagery and layout whilst communicating messaging specifically constructed for each valuable ABM prospect. 94% of buyer journeys started online- you can’t afford for your ABM strategy to be let down by a bland, static website journey. Offer thousands of completely bespoke website experiences, all through one simple software.