Account-based marketing is the ultimate B2B personalized marketing strategy. It gives organizations the opportunity to get in front of their dream clients and provide them with a one-to-one marketing experience. This highly targeted approach sees great success rates — in fact, according to Marketing Profs, organizations with ABM in place generate 208% more revenue for their marketing efforts. And, 84% of marketers say it’s effective in helping retain and expand existing client relationships too, according to Alterra Group. But, to achieve ABM success, you need a clear process in place to yield the best results. Remember, for any new business strategy to work, your organization needs to be a well-oiled machine. It’s time to get your process ironed out for the best outcomes.
Account-based marketing research
Before you start trying to implement an account-based marketing strategy, it is key to conduct research to gain the information you need. While ABM presents a chance to impress the accounts you’d love to work with, ensuring they are likely to convert into customers is a must. So, look at your existing clients as a starting point. What industries are they from? What demographic do their decision-makers fall under? What size organization are they? And, how and why do they utilize your product, services or business? This research will help you go on to identify similar accounts that will have a genuine need or interest in your product.
Aligning your teams
After you’ve identified a series of key accounts you want to target, it’s time to ensure your teams are working together as part of a fully-aligned approach. B2B marketers and salespeople are famously disjointed — but a fragmented and inconsistent experience could be the cost of your key accounts losing interest! According to PwC, a third of customers will leave a brand they love after just one negative experience. And, 92% will abandon the organization after two or three negative experiences. By ensuring your sales and marketing teams are on the same page —working towards a set of clearly defined business goals and prioritizing customer experience — you increase your chances of turning your target accounts into high-value clients.
With your teams aligned, ready to work in harmony to achieve ABM success, it’s time to utilize the data you need to create personalized experiences. Remember, a personal approach matters — according to Fresh Relevance, even basic personalization can produce an 8% uplift in sales. And, Salesforce discovered that 38% of consumers won’t return to an online retailer that recommends that don’t make sense to them. So, it’s time to put personalization at the heart of what you do and use insight to help you get there. Where do your target accounts’ key decision-makers spend time online? What kind of content are they reading? Would they prefer to read a series of blog posts about trending topics in their industry? Or, would fast-paced social media videos be more impactful? What kind of buyer are they? All of this information can help you stay ahead and create bespoke experiences for each account.
Account-based content marketing
Content marketing is a B2B marketer’s secret weapon. According to The CMI, 72% of marketers say that content marketing increases engagement and number of leads. But,
according to Smarter HQ, 72% of consumers only engage with marketing messages that are personalized and tailored to their interests. So, apply this to your ABM strategy. With your target accounts identified, your teams aligned, and hordes of data at your fingertips, it’s time to execute a series of personalized content marketing campaigns. You should already know what platforms they spend time on and have an idea of the kind of content they’re looking for. Get creative, be personal, and provide valuable content at every stage of their buyer journey. And, remember, personalization technology is available to help make your process easier and enable you to execute mass personalization.
When it comes to executing ABM, your personalized marketing experiences need to be seamless. With highly-targeted, bespoke content creation underway, what’s the next step? Each social post, downloadable eBook, blog post or promotional email should drive your target account to the same place — your website. But what happens when they get there? If the site they land on is impersonal and irrelevant to them, they’ll likely exit quickly. With an engaging marketing experience and a personalized sales approach in place, why should your website be any different? For the ultimate account-based marketing experience, your website should be the final piece of the personalization puzzle.
Webeo is a leading website personalization software that transforms static B2B websites into highly personalized online experiences. The software works by tailoring your website in real-time based on the visitor, creating a bespoke and highly-relevant experience from the moment they land. Webeo utilizes a global leading database of business IP addresses, which means that the tool recognizes the organization your visitor has come from — greet them by business name, present relevant content, tailor the language and imagery used to meet their needs and create the perfect website for every visitor, every time. Discover the power of website personalization and book your free demonstration today.