To reach the most people in marketing, you MUST use every avenue possible, with account-based marketing, you can reach high-value customers.

What is Account-Based Marketing?

Account-based marketing, also known as ABM, is an approach to business-to-business marketing known as b2b marketing where the sales and marketing team work together to create a personalised buying experience for a target group of the best high-value people for your product and turn them into long-term customers.

 

What does account-based marketing do?

Using ABM can help reduce the number of less valuable clients early on and allow the marketing and sales teams to identify key high-valued accounts individually. As a result, you’ll see a higher return on investment (ROI) and a boost in customer loyalty.

 

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How does ABM work for my business?

It is only when you create an understanding of your customers and know what they want that you will be able to provide a more personalised experience for them. By doing so, you can build a more loyal customer base. This will increase profits, improve sales success, and allow you to grow sustainably. According to Demand Metric, 50% of people using ABM find it favourable and has a measurable percentage impact.

Impact of account-based marketing

Image source: Demand Metric

 

5 steps to getting started with Account-Based marketing

If you’re ready to take the plunge into account-based marketing, here are some of the best tips for getting started.

 

1. Establish a team for account-based marketing

Members of this team should be the sales and marketing heads as they should have a good understanding of what they are looking for, as well as other members of these departments in order to ensure a clear line of communication and ensure that everyone is on the same page.

 

2. Develop a goal and strategy

Now that you have assembled your account-based marketing team, determine the goals you want to accomplish. What do you hope to achieve with ABM? Your goals will guide your account-based marketing strategy, so it’s essential that the entire team works together and is on the same page.

 

3. Decide which profiles to target and how to prioritise them

After your team has agreed upon your primary reasons for doing account-based marketing, you will need to identify which profiles you would like to target and how to prioritise them in a way that will be personal to them. You should also target accounts that fit your ideal customer profile.

 

4. Craft your message according to the channel you choose

By using account-based marketing, you can engage the proper accounts right away, rather than waiting for a lead to approach you. What is the process of connecting to these accounts? Campaigns can be launched through various channels, such as.

  • Email
  • In-person events
  • Targeted ads
  • Blogs
  • Website
  • Video
  • Social media

Following the selection of your primary channels, you can now create targeted content that will help you connect with your target audience.

 

5. Launch the ABM campaign & start outreach

Having spent some time in the market and making a favourable impression on your target audience, your sales team can now begin outreach using more traditional channels such as email. As a marketer, your job doesn’t end just because sales have started outreach. To make sure your ads are up-to-date, make sure they reach the correct audience and communicate effectively to your audience.

Once all steps are completed in the same way you would with any other business strategy, account-based marketing campaigns need to be evaluated and optimised were necessary to understand what works best and what doesn’t work as much as you thought.

 

Conclusion

Among the many ways of digital marketing, Account-based marketing is a highly effective way to reach people who want your product but can’t find it and to develop a more personal relationship with them, strengthening customer loyalty and enhancing long-term growth.

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