Account-based marketing (ABM) is becoming a popular marketing strategy because it delivers one of the highest returns of any marketing tactic. Whether you’re new at ABM or a veteran wanting to further improve, this blog post provides 6 quick tips for how to make ABM more successful for your company.
Tip 1: Build an Ideal Client Profile
Targeting is a crucial factor in ABM’s success. To identify the right target accounts for ABM, companies use an Ideal Client Profile (ICP). An ICP is a collection of criteria and characteristics that is used to indicate potential clients that would be a perfect fit for your solution. Terminus provides a great guide with a worksheet on how to create an ICP for ABM.
Tip 2: Align Marketing & Sales
The success of ABM is driven by the collaboration between marketing & sales. Keep both teams synced on items like campaign goals, insights, and key accounts. Because alignment is so important, ABM Marketing experts at Strategic recommend collaborating on everything from content and lead nurturing efforts to lead qualification.
Tip 3: Use Demand Generation Strategies
Demand generation is a marketing tactic that that is centered around providing potential customers with content to build awareness and eventually demand for your product/service. This works well in ABM because the process of building awareness is narrowly focused on a small key account list rather than a larger audience.
Marketing activities like hosting exclusive webinars, retargeting ads, and creating custom content for key accounts are a few examples of the many different demand generation tactics you can integrate into your ABM efforts.
Tip 4: Identify the Right Channels
It’s important to engage with accounts on the channels that matter to them. For example, some accounts might prefer engaging on LinkedIn while others might prefer email. Leverage your market research and ICP to identify where key accounts spend most their time, both online and offline.
Tip 5: Leverage the Right Data
Data is important for account-based marketing. It provides sales intel, supports sales efforts, and contains contact information for key accounts. Use the right data solution to support ABM’s success. Technology like GetLeads.ai can help get you started by finding core data on companies such as emails, social accounts, tech stack, location, people, and phone numbers.
Tip 6: Use the Right Metrics
ABM involves cross-team collaboration and a lot of moving parts. This makes the right metrics a central part of making ABM successful. Identify the benchmarks that are important for your company. This also helps keep teams aligned and makes ABM easier to manage and track. Vendemore recommends creating ABM metrics that align with the sales team’s initiatives. Cost-based metrics like Cost per Lead (CPL) and Cost per Sale (CPS) stays anchored to the sales team while providing a clear path to measuring ROI.
ABM is a great marketing strategy that will continue to rise in popularity. With the right approach and technology, companies can find new ways to take their account-based marketing efforts to the next level.