Personalization is the future of B2B marketing. According to Accenture, 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations. And, Segment found that 71% feel frustrated by impersonal experiences. So, it’s easy to see why personalized marketing strategies — like account-based marketing (ABM) — have grown so popular in the B2B world. By identifying a number of key accounts and targeting them with bespoke communications, businesses offer the ultimate in personalized approaches. When it comes to executing ABM effectively, it’s important to use a variety of engaging marketing tactics. Let’s explore some of the most effective ABM activities for the best results.
Account-based marketing content
Content marketing is huge — according to Marketing Profs and the CMI, 63% of businesses don’t have a documented content strategy. And, it’s not going anywhere — with predictions from Core DNA suggesting that in 2020, dynamic, personalized content will ‘get a shot of steroids’. This makes perfect sense when we learn that, according to Retail Touchpoints, more than a third of consumers believe that brands should offer more personalization in their marketing. So, don’t dismiss the power of highly-personalized account-based content marketing as a key part of your strategy. Conduct research, identify what your target audience and key decision-makers want to see, and provide them with content that positions you as a first-choice leader in their industry. This could be anything from engaging, quick-read blog posts and downloadable eBooks to informative online videos and educational webinars.
While the digital world should be at the heart of your strategy, that doesn’t mean traditional marketing methods should be disregarded. In the B2B world, professionals spend so much time online — according to Pew Research, 77% of adults go online every day. This can make cutting through the noise a little more tough. So, consider introducing a direct mail campaign into your account-based marketing approach to stand out. Think creatively — what will capture the attention of your key accounts? What will they get a genuine use out of? Show you understand their needs and put a creative, cleverly-branded spin on a practical gift with your own color scheme and messaging. This way, your organization will be at the forefront of their minds, even when they don’t realize it!
Including a digital advertising budget in your account-based marketing plan is a must. Especially when we learn that 65 % of all clicks made by users who intend to make a purchase go to paid ads, according to WordStream. And, New Media Campaigns report that paid search results gain 1.5 times as many conversions from click throughs as organic search results. While the majority of ABM content will go directly to your target accounts, consider the overall buyer journey and prevalence of online research. Remember, for an ABM target to convert, they need to know who you are. Online advertising helps raise awareness of your brand, increasing trust and enhancing reputation.
When it comes to account-based marketing channels, social media is a key player in driving traffic to your site, content, and promotional offers, as well as generating a hub of engaged followers. According to the International Data Corporation, 75% of B2B buyers use social media to make purchasing decisions. Connect with key decision-makers on their most-used platforms, and use social to get to know your buyers and their industries. What are they sharing? What is trending or topical in their industry? Tailor your output to meet the needs of your ABM accounts, and speak to them specifically. Share relevant case-studies, run targeted social media adverts and engage in conversation with industry, business or account influencers.
Traditional, static business websites no longer make the cut when it comes to securing ABM success. They are already behind the curve when compared to B2C websites — so, don’t risk falling further behind! If your B2B account-based marketing strategy focuses on providing a highly-personalized and relevant marketing experience, then a one-size-fits-all website could be preventing your visitors from converting. A personalized marketing approach should be seamless from start to finish — prioritizing your target accounts and their preferences at every stage. According to InstaPage, marketers personalizing their web experiences see an average of a 19% uplift in sales. And, personalized homepage promotions influence 85% of consumers to buy. Could on-site personalization be the missing piece of your ABM puzzle?
Webeo is a leading website personalization software that is revolutionizing B2B websites as we know them. The innovative tool works by utilizing a global leading database of business IP addresses — transforming your previously static website into a bespoke online experience in real-time, based on the visitor. Tailor the language, content, imagery, greetings and CTAs that appear and create the perfect website for every visitor, every time. Boost your conversion rate, reduce bounce rates, increase overall engagement, watch your SEO soar and impress your ABM targets with the power of personalization. Want to see website personalization in action? Book your Webeo demonstration today!