How website personalization can revolutionize website optimization

“Personalized marketing and advertising is not about sales. It’s about building a relationship with the customer.” – Julian Hillebrand, podcast host, author and keynote speaker.

Personalized user experience is at the heart of all marketing success.  As more data becomes readily available, marketers need to up their personalization game to beat the competition.  In fact, it is becoming the norm.  Consumers no longer hope for a personalized experience.  According to Evergage, 88% of marketers think their prospects and customers expect a personalized experience.  And so, if you’re not giving customers what they expect, it will likely lead to dissatisfaction.  Since 82% of shoppers seek out negative reviews according to Power Reviews, the last thing your brand wants is a dissatisfied customer!

Personalized content is a fast fix for this.  As marketers focus their efforts on personalized marketing — in email campaigns, social media and more — website personalization is the next evolution.  When customers are sent content that matters to them, they are likely to click through to your website.  But marketers need to ask the question — once they land there, what is encouraging them to stay and convert?  If visitors are leaving quickly, losing interest and not converting, this will wreak havoc on your SEO!  And, in turn, could have a negative impact on how your brand is perceived.

The goal of website optimization

“By optimizing for customer success, you’re more than likely optimizing for growth. And if your revenue doesn’t grow along with your customer success metrics, then you’re probably doing something wrong.” – Alex Turnbull, CEO & Founder of Groove

Like most things in marketing, website optimization is all about getting noticed.  A number of factors will come into play and impact how you rank on search engines.  The goal is to rank well and appear high up in places like Google and Bing.  The better you rank, the easier your website is to find.  This brings with it a few benefits, including:

  • Optimized websites need to be user friendly; so, your user journey will have to be easy to navigate if you want to rank well!
  • Being at the top gets you noticed and will make your brand more well-known.
  • You’re guaranteed more traffic due to high visibility.
  • You’ll be more credible as users trust search engines.
  • Rank higher than your competitors to stamp out the competition!
  • It is cost effective compared to digital advertising.

Website personalization can enhance all the above-mentioned areas of optimization.  If you want to work your way up to the top of Google, you’ll need to get personal.  The best way to do that is by including personalization in your strategy from the outset!

Where does site personalization fit into your website optimization strategy

“Even when you are marketing to your entire audience or customer base, you are still simply speaking to a single human at any given time.” – Ann Handley, Author and Head of Content at Marketing Profs

Personalization should be a pivotal part of your strategy.  Start by establishing what you want to get out of website personalization.  Outline your goals and objectives, and make sure personalization will help you get there!  Next, you’ll need to decide how you’re going to achieve your personalization goals.  This will include defining your audience, getting to know them, and determining how website personalization can ensure they make the purchase.  Then, you’ll need to split your audience.  You will need to decide on a segmentation model that suits your business.  Or, highlight the key accounts you are hoping to target.  We’ve recently explored segmentation and account-based marketing.  Behavioral targeting boasts multiple benefits for B2B organizations.  It can help with effective product recommendation, and appropriate prompts and reminders, for example.  Finally, you’ll need to look at where you’re getting your data, and what data you are missing.

For an in depth look where web personalization fits into your strategy, you can look at our guide to website personalization here.  It is up to you to decide whether it is the best model for your business.  But, if your objectives include any of the following, then personalization slots in perfectly:

  • Improve customer experience
  • Tailor communications
  • Boost your ROI
  • Improve CRO
  • Enhance customer retention
  • Create a loyal customer base
  • Reduce bounce rate
  • Increase click throughs

The impact of dynamic website personalization on site optimization

“Just like restaurants trying to cater to each customer’s individual taste, online retailers should optimize their site to give visitors an immersive, individualized experience.” – Albert Liu, Senior Digital Experience Strategist at Corra

Website personalization, like all personalized marketing, is about improving user experience.  It looks great, resonates with the user and gives them an experience they’ll struggle to forget.  Plus, the stats speak for themselves.

  • 80% of companies have seen an uplift since embracing personalization, according to Econsultancy.
  • SalesForce found 59% of customers say tailored engagement based on previous behavior is important to winning their business.
  • 56% if consumers are more likely to buy from a retailer that recognizes them by name, according to Accenture.
  • HubSpot found that personalized calls to action perform 202% better than standard CTAs

Businesses that embrace personalization reap the rewards, and they have the highly ranked website to prove it.  To stand out, your brand needs to make a lasting impression.  With so much competition, this is tougher than ever.  Enter website personalization.  Making use of quality data, customer personalization tailors your website based on who is visiting.  Real time personalization means your visitors will receive a unique experience on arrival.  Embracing website personalization tools like Webeo is the first step to success.  Webeo is a leading global website personalization software, changing the face of personalized marketing as we know it.

It’s time to learn the power of website personalization. Discover Webeo and book your free demonstration today!

5 great examples of how behavioral segmentation can be used

Market segmentation is used in several ways by tons of different businesses.  You can take a closer look at the different ways to segment a market here and the benefits of market segmentation here.  Each of the four main market segments has its own advantages, but behavioral segmentation reaps huge rewards.  It is a powerful tool and is particularly popular in B2B organizations.  And, it is a significant step companies must take if they are looking to implement an ABM strategy or introduce personalization in the future.

Sometimes the best way to gain an understanding of what works is by looking at the brands that are doing it right!  Here are 5 behavioral segmentation examples from companies that are leading the way in segmentation for personalization.  Let’s explore!

Netflix — product recommendations that work

Households using Netflix have increased by 92% in the past five years, according to Entrepreneur.  The streaming service takes in-app personalization to the next level, with each user receiving an entirely unique experience.  Being notified of the content that matters to you and presented recommendations based on your behavior work like a charm.  In fact, according to Business Insider Australia, Netflix believes its personalized recommendation engine could be worth around $1 billion.  And, the vast majority of its customers are impressed by it — with 80% of Netflix views coming from recommendations!  Netflix takes control of its data, gains an understanding of its customers, and feeds them exactly what they are looking for.

Amazon — leading the way in personalized ecommerce

“If you do build a great experience, customers tell each other about that.  Word of mouth is very powerful.” – Jeff Bezos, Founder of Amazon.

Now a household name, Amazon leads the way in personalization through segmentation.  Product recommendations, reminders of what is in a user’s basket, prompts about who else is buying or how many are remaining are not random.  Neither are the suggestions of products ‘you may also like’, or ‘frequently bought together’.  These are tailored perfectly to customers based on previous purchase behavior, buyer journeys and the data you give Amazon every time you use the site.  According to Statista, 95 million people have Amazon Prime memberships in the US, and on average, users with a Prime membership will spend $1.4K.  So, it is safe to say that Amazon is doing something right!

Coca Cola — owning Christmas and providing products for everyone

“When you’re comfortable, the temptation to quit taking risks is so great, it’s almost irresistible.  And failure is most inevitable.” – Don Keough

The market for soft drinks is huge.  But that doesn’t mean a one-size-fits all marketing approach works.  Coca Cola proves that segmenting even the largest of audiences is important.  According to Brandon Gaille, Coca Cola makes enough beverages to be able to drink a different one every day for nine years!  So, there is an enormous range of products available.  The Coca Cola Christmas advert is widely anticipated by thousands — and works to associate the brand with an occasion celebrated all over!  The brand even took personalization marketing quite literally with its #ShareACoke campaign, encouraging customers to purchase a drink with their name on it.  A great way to target impulse buyers!

Sephora — proving loyalty is everything

“When we think about our clients, we know that they don’t just go into the store and buy something.  There is a journey.” – Angel Singh, Director of product analytics and optimization at Sephora.

Loyalty matters.  Especially when it comes to beauty brands.  In fact, according to Cora, 20% of those surveyed had not switched makeup brands for more than a year.  And, almost a quarter of those surveyed never switch brands when purchasing eyebrow pencils.  Beauty industry leader Sephora offers a loyalty program, Beauty Insider, which helps define customer loyalty by brand, market and channel preference.  This way their customers can receive a truly personal marketing approach.  Points are redeemed for every dollar spent, and rewards and gifts are available.  According to Retail Dive, loyal customers make up around 20% of Sephora’s customer base, so keeping hold of them is crucial!

Nike — a multi-platform experience

“Nike is a marketing-oriented company and our product is our most important marketing tool.” – Phil Knight, Co-Founder and Chairman of Nike.

A market-leader in activewear, Nike takes behavioral segmentation to the next level using a multiplatform approach.  The Nike Run Club app collects data on the runner’s achievements and recommends running shoes based on this information.  The brand also boasts a ‘Reserved For You’ feature, which ‘reserves’ a product in the customer’s size and presents them with an invitation to buy.  An easy option for busy customers on-the-go!  Nike’s strategy focuses on promoting the benefits of the products rather than just the features, which gives customers all the information they need to make a purchase without aggressive marketing tactics.

Behavioral segmentation is at the heart of all successful personalization.  Tailoring communications and products to meet specific needs is all about giving users a bespoke marketing experience and increasing their chances of returning.  All the companies explored have benefited greatly from segmenting their audiences and have provided enjoyable user experiences for their customers along the way.  According to Evergage, 77% of consumers have chosen, recommended or paid more for a brand that provides a personalized service or experience.  And, 59% say that personalization impacts their purchase decisions.  As a B2B business, it is crucial to remember to treat each business as an individual with their own personalized preferences.

Website personalization is a game-changing way of enhancing the personalization experience, for B2B organizations in particular.  Take your marketing to the skies with website personalization.  Webeo is the global leader in website personalization and provides users with bespoke web experiences.  From greeting visitors by business name, to showcasing imagery to meets a clients’ needs, visitors are engaged from the get-go.

Webeo is the next evolution in personalized marketing.  Discover the power of personalization today and find out how Webeo can take your business to the next level.

How to use behavioral segmentation to succeed with ABM

Account-based marketing (ABM) is the future of personalized marketing.  Providing key accounts with an entirely personal experience is a powerful approach.  In fact, according to ITSMA, 87% of marketers have agreed ABM delivers a higher ROI than other marketing activities.  It also makes leads more likely to convert and generates more revenue.  All in all, it is a great marketing strategy providing excellent results.

To decipher the best accounts to target, you need to start with the data you already have.  Segmenting your data is a crucial step on the journey towards ABM.  Segmentation helps businesses find similarities between their customers and make decisions on how best to market to them.  And, in turn, helps them see where to focus marketing efforts.  There are several ways to split audiences and it is up to each business to decide which works best for them.

Different ways to segment for ABM personalization

For ABM personalization to work, you need to decide the most effective way to segment your audience.  This will be different for everyone.  Essentially, the end-goal is providing an unforgettable, bespoke experience to the accounts that matter most.  These should be the accounts that are most valuable to you as a business.  There are a few different ways to look at it.

As a B2B organization, industry segmentation is a good place to start.  You can delve deeper into industry segmentation here.  In short, it takes a wider industry, and breaks it into smaller sections that all share similarities.  When it comes to market segmentation, generally there are four main types of segmentation.  You can find our tons of information about these here and explore the pros and cons of each here.

  • Geographic segmentation
  • Demographic segmentation
  • Psychographic segmentation
  • Behavioral segmentation

Behavioral segmentation is extremely useful for B2B businesses.  Potential customers are segmented based on their buyer behavior.  There are several behavioral segmentation variables, which we will go on to explore.  You can find out more about behavioral segmentation here.

When it comes to account based marketing, behavioral segmentation opens businesses up to a whole new world of data.  The following criteria all give businesses vital information, all focused on the sale.  This helps align marketing and sales teams, so both are working towards common goals.

Purchasing behavior

Everyone — including business decision makers — will behave differently when it comes to buying products or services.  Segmenting by purchase behavior helps businesses market to groups that behave in similar ways when it comes to making that all-important conversion.

Timing-based behavior

Gaining an understanding of when your product or services are needed can help you in numerous ways.  It can help you plan your marketing campaigns, and tailor your communications accordingly.

Usage rate segmentation

Seeing how much clients use your services is another great way to make predictions.  Are they getting the most out of your services?  If not, how can you service them to ensure they are?  Or, if you provide them with a product that runs out, you’ll get to know just when to start sending communications to remind them to purchase something new.

Loyalty status segmentation

Dividing customers based on loyalty is especially useful for ABM. What kinds of customers do you retain? And which customers only purchase from you irregularly? If certain types of business create no revenue for you, then you can decide the best course of action going forward.

Benefits sought segmentation

Establish your unique selling points — there will be more than one!  Customers and potential customers will have different reasons for deciding to work with your company.  Make sure those benefits are the ones you shout about to them.

Why is segmentation important for account based marketing?

“In its purest form, account-based marketing has been around forever.  Account-based marketing is simply instead of fishing with nets, we’re fishing with spears.  You identify exactly the prospects you want to do business with and then you market very precisely and narrowly to them directly.” – Matt Heinz, President, Heinz Marketing

Account-based marketing relies on quality data to be successful.  Identifying the accounts you want to market to is all well and good, but you need to ensure they will benefit your business.  This is where useful data comes into play.  Looking at what you already have and what you need to succeed in ABM is the best place to start.

Levels of market segmentation for ABM

ABM is extremely powerful.  But, without the necessary resources in place, it will not work.  If your team is not yet ABM ready, or is at the start of its ABM journey, there are levels of market segmentation that can help support existing or future ABM efforts.

Mass marketing

This sees very little personalization.  Think one single message presented to the entire market.  It is regarded as less popular today as personalization popularity soars.

Segmentation marketing

A company’s audience is divided into segments based on similarities.  This helps introduce personalization, so customers receive a tailored experience.

Niche marketing

This focuses on an even narrower section of an audience.  This will include specialized promotions and a highly personalized experience.

Micro marketing

Taking it one step further, micro marketing targets an extremely specific group within the market.

Using marketing segmentation levels to support an ABM strategy will help ensure success.  If ABM isn’t possible across the board, applying segmentation will still enable marketers and salespeople to provide prospects with information they want and need.  It is also a crucial part of the website personalization process.

Web personalization works by presenting bespoke experiences to website visitors based on IP address.  Using a combination of segmentation and ABM, users can take their website to the next level.  Hot leads and newcomers will be able to see exactly what they need to ensure their experience with your brand is unforgettable.  With access to a global leading IP database and unlimited personalizations at your fingertips, your website can truly become the hub of your business’s success.

Webeo is the future of website personalization. Don’t let your website let you down! Discover Webeo now.

Importance of web personalization

The online experience is constantly evolving. Going back as little as ten years, we can see huge growth in the role of a company website.  What was once used as an online business card — static and one dimensional — is now an experience in itself.  Website visitors expect to see visually attractive pages, engaging video and messages, and be able to find exactly what they’re looking for in seconds.  That’s where website personalization comes in.

Most businesses are still behind the curve when it comes to site personalization — many may not even be familiar with what it is.  But it is exactly what your business needs to improve conversion rates, enhance user experience, and revolutionize your site for the personalization generation.

What is web personalization?

Website personalization is the latest evolution in website technology.  Enabling users to create a bespoke and dynamic website personalization for every one of their potential customers, it is the first step to creating the ultimate user experience.  Businesses can alter the appearance and format of their website to appeal to the specific customer using behavioral targeting.  It puts your potential customers’ wants, needs and motivators are at the forefront of your website, showing that you truly understand what your customers want to see.

This could include changing the website’s imagery and language to suit a business or sector; it could see users receiving a personalized welcome message on arrival, or a reorganization of your client roster, so the most relevant appear first. Customization is key.

Why is it important?

Personalization is everywhere.  Think Spotify, Netflix and Amazon.  Brands like these show us the content they know we want to see based on behavioral targeting.  And it works like a charm!  From the songs we listen to and the series we binge-watch to the products we place in our shopping basket, our online persona is built and continues to develop.  Companies can then use this information to tailor customers’ next online experience with them.  This makes the user feel important, and that the time they dedicated to the company was valued.

Today, internet users expect, and often demand, a personalized web experience.  Consumers are no longer silent, and instead, play a significant role in the creation of products and services.  Businesses are expected to cater to their audience’s tastes and desires.  And often expect to see backlash if customers believe they got it wrong, à la the final series of Game of Thrones receiving overwhelmingly negative reviews, or the heavy criticism of the recent animated Spyro character leading the producers back to the drawing board.

So — if your products and services are developed with your customers’ wants, needs and best interests at the forefront, why should your website be any different?

The user experience of a website can be the difference between a customer and a potential customer.  Using web personalization tools, an engaging user experience not only makes things more interesting for the customer, but it puts your business in a much better position to secure hot leads.

How does this work for a B2B website?

When you are a business selling to other businesses, your customers are usually the decision makers in the firm.  Whether you’re selling a product or a service, your website should look and feel the part as soon as a potential customer arrives.

B2B buyers have been conditioned to expect the same personalized treatment that they get while shopping on Amazon.  They want to be approached with relevant offers at the right moments, not when it’s convenient for a sales rep.”  – Justin Shriber, Vice President of Marketing for LinkedIn Marketing and Sales Solutions, Harvard Business Review

Think about who your customers are and what they do.  Does your organization work extensively in the world of aviation?  Does your product benefit the health sector?  Are your dream clients graphic designers, salespeople, or marketers?  Each of these industries and potential end-users of your product or service will have different wants, needs and interests.  If your products benefit multiple sectors — which often they will — it is important to treat each of these as uniquely as consumer brands do individual customers.

Webeo works to personalize the user experience instantly, based on the firmographics of the visitor’s business IP address — so brands can be welcomed by name, see the content that is relevant to their sector, and receive an experience more personal than your competitors might provide.

Benefits of B2B website personalization

Website personalization helps companies reap huge rewards.  Not only does it look great, make the customer feel valued, and improve your website’s user experience — there are also several other great benefits that personalization software can bring to your business:

  • First impressions count. Make an impact on potential customers in seconds with a personalized homepage!
  • Cancel the competition. Businesses are being sold to all the time, and personalization helps your company stand out from an often-saturated market
  • Reduce your bounce rate — engaged users will spend more time exploring your site
  • Increase your conversion rate and ROI. Visitors are already more engaged upon landing on your site, so are far more likely to complete whatever action you need them to take
  • Improve website optimization and SEO. Watch your website reach the top thanks to its fantastic engagement levels. And, the higher you rank on Google, the more traffic you’ll get to your site!
  • Feed visitors personalized content that they want or need to see. Decision makers are busy, and the sooner they see what they need to see, the better
  • A great website experience will likely encourage the visitor to return to the site — this will improve retention rates.

“The benefits of customer personalization go beyond simply using someone’s name. Tailoring a buyer’s experience to their specific needs and interests helps make a real connection.” – Michael Goldberg, Director of Content, Dun & Bradstreet

Every single Webeo client has reported an increase in their website conversions and an uplift in ROI as a direct result of Webeo.

Website personalization is the next evolution in the online experience, find out what Webeo can do for your business, and discover the power of personalization for yourself! Discover Webeo now.

Build an effective website personalization strategy

Website personalization is the beginning of the future.  A few short years ago, websites were expected to be functional and visually engaging. Now, around 73% of your website visitors expect to see personalized features, especially if they’re returning to your site. With the power to increase website traffic by 43%, drive conversion improvements of 93% and increase sales activity by at least 10%, website personalization doesn’t just give your visitors an elite online experience – it significantly evolves your business success.  So, get started today and read on to learn how to build an effective website personalization strategy for your business.

What is website personalization?

Website personalization is used to describe a website experience customized to the visitor.  There are different degrees of website personalization, made possible with specialist software.  A well-known example is Amazon, who recommend products based on visitor’s previous purchases.  To deliver effective website personalization, follow these steps:

Selecting and segmenting your audience

Before you can run a successful website personalization strategy, you need to understand the audiences that you are personalizing to and why.  Whilst many visitors offer a business opportunity, some will have arrived on your website by mistake.  You’ll want to ensure you aren’t investing in these visitors who offer your organization no additional revenue.  Start by asking, which members of your online audience provide maximum value to your business? Are they clients, prospects or ABM key accounts?  What industries are they from?  What’s their business size? There will likely be multiple answers to these questions – you may identify 12 target industries, 50 key accounts and 200 clients that are all equally valuable to your business success.  The important part of this process is to narrow your personalization audience down from every visitor to a select few.

Once you’ve selected your most valuable website visitors, you’ll need to better understand the website experiences you wish to offer each audience.  You may choose not to segment key accounts or clients and offer each of them an individually personalized website experience.  You may also choose to segment your audience by industry or business size, offering a website journey bespoke to specific industry pain points or promoting different packages befitting an SME or an enterprise.  This segmentation is very important.  If, for example, your product is used by the retail industry, those owning a small collection of independently owned shops are going to have different online needs and preferences to large, enterprise chains.  Therefore, you’ll need multiple personalizations for the retail industry.

Marketing success is driven by data, and so is an effective website personalization strategy.  Once your audience is defined, it’s important to ask how you’ll access the data required to identify business website visitors to seamlessly offer them the right experience.  Your website personalization software solution can usually do this for you but take time to check and be sure before embarking.

Understand your use cases

With your audience outlined, it’s now time to ask what the ultimate website experience means to your visitors.  What do they expect and need?  Before delving into content and image specifics, it’s important to start with the essentials – your use cases.  How can each of your selected audiences use your product or services to improve their business processes and success?  What are the strategic and tactical benefits they’ll receive?  How can they secure a return on their investment?

This knowledge should fuel your website personalization strategy, helping your brand stand out as the industry expert, grabbing visitor attention by instantly displaying the information most relevant to their business.  81% of decision-makers have sited relevance as the most important factor when making an online purchasing decision.  This is especially important if your website visitors are researching a number of products and solutions – maximizing product information relevant to the specific visitor’s use case is key to website personalization success.

Outline the visitor journey

Website personalization goes a long way to helping increase the likelihood of visitors reacting to your call to action.  For website personalization to achieve an increase in conversion, you’ll need to gain a detailed understanding of the way visitors journey across your website – especially if you offer an e-commerce service.  Understand how target audiences and key accounts currently access your website, what pages they work through and why they do (or do not) convert as desired.  There are many journeys a visitor can take across a single website; understanding the success of each journey helps boost your strategy with detailed navigational insight.

User navigation is a key element to website conversion success, and when embracing website personalization, you don’t want to compromise any successful navigation features.  Effective navigation as part of a website personalization strategy can improve website conversion by over 100%.  For an e-commerce website, this improvement can significantly uplift revenue and boost average order value.  It’s important to intricately understand your website visitors’ journeys across your site before making personalization changes.

Prioritizing website elements for evolution

A website is built up of many elements that you can bespoke as part of your personalization strategy.  With so many options to choose from, some website personalization strategies can get confused, as they try to change too much.  Carefully identifying and prioritizing which website elements you wish to evolve and customize is imperative for a successful approach.

Current research proves editing a top banner on your homepage to include the visitor’s business name or industry is effective in boosting visitor engagement.  Bringing product information relevant to the visitors use case onto the homepage continues to significantly increase conversion success.  Additionally, many businesses have seen evolving their calls to action to include personalized features positively impact results.  Your website offers so much personalization opportunity, without streamlining your focus, you risk building an ineffective strategy, ill-fitting to your target audiences and accounts.

Content selection and creation

Having laid a deeply intricate groundwork, your website personalization strategy is ready to make website changes to deliver an elite online experience.  Your team must carefully choose the most relevant, enticing and impactful content for each selected personalization, helping your valuable visitors envisage your offering as part of their business success.
Question which images, copy and assets will entice visitors to position your brand as experts and take the next step of their buyer journey.  Turn to your client base, asking them what website elements influenced their purchasing decision, starting to uncover possible patterns and links between specific client industries or business sizes, and the most influential website elements.  Once you know the exact images, copy and links your personalized webpage will feature, you’re ready to build these highly targeted online experiences.

Test and improve

By definition, a strategy aims to achieve long-term success, so ensuring you plan to continually analyze and improve your personalizations is key.  You may be unsure which call to action copy best aligns with one of your target industries – but you don’t have to know the correct answer instantly.  Run an A/B split test to better understand which website elements and content entice the audience in question and make improvements based on your findings.  Audience preferences continually evolve and change, so it makes sense for your website personalization strategy to shift too.

Establish how often you’ll aim to analyze online activity and evolve your strategy, understanding how you’ll convert a list of numerical readings into an action plan for your next personalization.  With 94% of B2B buyer journeys starting online, your business website will need to stay one step ahead at all times, offering the most relevant and impactful online experience.  Without continued tests and evolution, your strategy will struggle to yield the long-term results your business requires for revolutionary success.

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.

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.